N公司深圳猪肉市场品牌定位及推广策略研究

发布时间：2018-08-28 08:36

【摘要】： N公司鲜肉品牌在香港家喻户晓,在香港市场拥有无可争议的领袖地位。近几年,N公司推行中国内地战略,在成功收购深圳规模最大生猪定点屠宰场的基础上,积极在深圳猪肉市场推广N品牌。目前,深圳更多的生猪肉供应商己经开始重视鲜肉品牌,并且投入大量资源去建设,但是成功品牌并不多。原因就在于深圳生猪屠宰销售行业企业是计划经济时期发展起来的,品牌与营销观念滞后,相关管理人员缺乏对鲜肉品牌定位和实施的深入分析与研究,没有形成有效的品牌推广策略,导致具体操作陷入误区。在深圳肉类市场竞争较为激烈的情况下,为推动N品牌顺利打开市场,建立品牌美誉度和知名度,扩大品牌影响力,本论文针对N品牌定位和推广策略进行了研究。本论文在现代品牌管理和市场营销学理论指导下,结合理论对N品牌进行实证研究,在市场调查的基础上,通过对深圳猪肉市场的研究,进行市场细分,选择品牌市场,进行品牌定位,从而制定出适应当前市场条件的品牌推广策略,对N公司的品牌发展具有重要意义。同时希望本论文的研究成果对肉类屠宰销售企业带来一些启发和思考。本文主要包括以下几个方面的内容:首先,对品牌定位和品牌策略的相关研究文献作了概括性论述,接着运用定性和定量的研究方法对N品牌所处的市场营销环境、深圳猪肉市场需求渠道和消费者特点、竞争品牌进行研究,在此基础上用SWOT理论对N品牌的优势和劣势以及面临的机会与威胁做了扫描。根据营销环境分析的结果,结合STP和品牌认知图进行品牌定位和品牌形象提炼。最后,根据品牌定位研究成果,运用4P策略制定相应的品牌推广策略。
[Abstract]:In recent years, N Company has carried out the strategy of the Mainland of China and actively promoted N brand in Shenzhen pork market on the basis of successful acquisition of Shenzhen's largest designated pig slaughterhouse. The reason lies in the fact that Shenzhen pig slaughtering and sales enterprises developed in the planned economy period, the brand and marketing concepts lag behind, the relevant managers lack of in-depth analysis and Research on the brand positioning and implementation of fresh meat, and no effective brand has been formed. In order to promote N brand to open the market smoothly, establish brand reputation and popularity, and expand brand influence, this paper studies N brand positioning and promotion strategy.
Under the guidance of modern brand management and marketing theory, this paper carries out an empirical study of N brand combined with theory. On the basis of market investigation, through the study of Shenzhen pork market, market segmentation, selection of brand market, brand positioning, so as to formulate a brand promotion strategy to adapt to the current market conditions for N company. At the same time, I hope the research results of this paper will bring some inspiration and thinking to meat slaughtering and sales enterprises.
This paper mainly includes the following aspects: Firstly, the related research literature on brand positioning and brand strategy is summarized, and then the marketing environment of N brand, the market demand channel and consumer characteristics of Shenzhen pork market, and the competitive brand are studied by using qualitative and quantitative research methods. On this basis, S. WOT theory scans the strengths and weaknesses of N brand as well as the opportunities and threats it faces. According to the results of marketing environment analysis, it combines STP and brand cognitive map to refine brand positioning and brand image. Finally, according to the research results of brand positioning, it uses 4P strategy to formulate the corresponding brand promotion strategy.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F324.6

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