万寿健安公司品牌营销战略研究
发布时间：2018-11-12 11:35
【摘要】： 从20世纪80年代至今,全球企业经历了一个从产品经营到品牌打造、品牌资产价值资本化的品牌资本营运阶段,从而进入了一个全新的品牌竞争时代。随着知识经济和技术手段的不断进步和深入,产品同质化现象越来越明显,越来越多的企业都开始注重自己的品牌建设,消费者对于品牌的认知度也越来越明确。对于品牌的这种共识,无疑会加速整个保健品行业的整合速度和品牌提升速度。品牌效应已成为当今保健品行业的一大特点。在这场深刻的变革中顺应潮流抓住机遇以保证企业可持续发展,已成为企业经营管理者日益紧迫和重要的课题。 本文首先对现代品牌营销及战略理论作了全面综述,其次对保健品行业发展历程、现状、未来趋势及万寿健安公司内外部环境作了深入分析和研究,并运用PEST分析理论和SWOT分析理论,深入探讨了万寿健安公司当前面临的机遇和挑战。以此为基础,制定万寿健安公司当前品牌营销战略的方针,并且提出具体实施措施,以其在未来市场中为公司决策者如何发挥优势,塑造强势品牌,实现公司可持续发展提供理论依据和决策支持。
[Abstract]:From 1980s to now, global enterprises have experienced a brand capital operation stage from product management to brand creation, brand equity value capitalization, thus entering a brand new era of competition. With the continuous progress and deepening of knowledge economy and technological means, the phenomenon of product homogeneity becomes more and more obvious. More and more enterprises begin to pay attention to their own brand construction, and consumers' recognition of brand is becoming more and more clear. For the brand consensus, will no doubt accelerate the integration of the entire health products industry and the speed of brand promotion. Brand effect has become a major feature of today's health products industry. It has become an urgent and important issue for business managers to catch up with the trend and seize the opportunity to ensure the sustainable development of enterprises in this profound reform. This paper firstly summarizes the modern brand marketing and strategic theory, then makes a thorough analysis and research on the development course, current situation, future trend and the internal and external environment of health care products industry. Using PEST analysis theory and SWOT analysis theory, the paper discusses the opportunities and challenges facing Manshou Jian'an Company. On the basis of this, the author formulates the current brand marketing strategy of Manshou Jian'an Company, and puts forward the concrete implementation measures, so as to give full play to the advantages of the company's decision-makers in the future market and shape the strong brand. To achieve sustainable development of the company to provide theoretical basis and decision support.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F273.2
本文编号：2326997
[Abstract]:From 1980s to now, global enterprises have experienced a brand capital operation stage from product management to brand creation, brand equity value capitalization, thus entering a brand new era of competition. With the continuous progress and deepening of knowledge economy and technological means, the phenomenon of product homogeneity becomes more and more obvious. More and more enterprises begin to pay attention to their own brand construction, and consumers' recognition of brand is becoming more and more clear. For the brand consensus, will no doubt accelerate the integration of the entire health products industry and the speed of brand promotion. Brand effect has become a major feature of today's health products industry. It has become an urgent and important issue for business managers to catch up with the trend and seize the opportunity to ensure the sustainable development of enterprises in this profound reform. This paper firstly summarizes the modern brand marketing and strategic theory, then makes a thorough analysis and research on the development course, current situation, future trend and the internal and external environment of health care products industry. Using PEST analysis theory and SWOT analysis theory, the paper discusses the opportunities and challenges facing Manshou Jian'an Company. On the basis of this, the author formulates the current brand marketing strategy of Manshou Jian'an Company, and puts forward the concrete implementation measures, so as to give full play to the advantages of the company's decision-makers in the future market and shape the strong brand. To achieve sustainable development of the company to provide theoretical basis and decision support.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F273.2
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