青岛啤酒品牌发展研究
发布时间：2019-01-23 21:02
【摘要】： 品牌是企业的核心资产,是附加在产品和服务上的价值,在市场营销战略中起着重要的作用,是连接产品过去与将来的桥梁。如何创造和培育一个品牌将给企业带来巨大的挑战。 本论文从品牌的理论出发,以青岛啤酒为案例,分析了青岛啤酒品牌发展的历程和策略。论文首先引入了品牌的概念,着重说明了品牌要素的概念和品牌资产的意义;其次,从企业生存、发展、结构、竞争力、形象五个方面阐述了品牌建立对于中国企业的重要意义;然后,对于青岛啤酒的品牌发展历程做了详细的描述,包括品牌历史、品牌要素、品牌定位、品牌扩张和品牌文化;接下来从市场容量、发展趋势和竞争环境三个角度分析了中国啤酒市场的整体状况;同时,重点阐述了青岛啤酒品牌营销的相关策略,包括产品策略、定价策略、渠道策略、品牌传播和国际化发展等方面;最后对于青岛啤酒品牌的未来发展做出了有益的探索。 本论文对青岛啤酒的品牌研究,不仅对青岛啤酒具有借鉴意义,对其它快速消费品企业也同样具有参考作用。
[Abstract]:Brand is the core asset of the enterprise and the value added to the product and service. It plays an important role in the marketing strategy and is the bridge between the past and the future of the product. How to create and cultivate a brand will bring great challenges to enterprises. Based on the theory of brand, taking Tsing Tao Beer as a case, this paper analyzes the history and strategy of the brand development of Tsing Tao Beer. First of all, the paper introduces the concept of brand, focusing on the concept of brand elements and the significance of brand equity; Secondly, from five aspects of enterprise survival, development, structure, competitiveness and image, this paper expounds the importance of brand building for Chinese enterprises; Then, it describes the history of Tsing Tao Beer's brand development in detail, including brand history, brand elements, brand positioning, brand expansion and brand culture. Then the overall situation of China's beer market is analyzed from three aspects: market capacity, development trend and competitive environment. At the same time, focus on Tsing Tao Beer brand marketing strategy, including product strategy, pricing strategy, channel strategy, brand communication and international development, etc. The research on Tsing Tao Beer's brand not only has reference significance to Tsing Tao Beer, but also to other fast moving consumer goods enterprises.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F426.82
本文编号：2414188
[Abstract]:Brand is the core asset of the enterprise and the value added to the product and service. It plays an important role in the marketing strategy and is the bridge between the past and the future of the product. How to create and cultivate a brand will bring great challenges to enterprises. Based on the theory of brand, taking Tsing Tao Beer as a case, this paper analyzes the history and strategy of the brand development of Tsing Tao Beer. First of all, the paper introduces the concept of brand, focusing on the concept of brand elements and the significance of brand equity; Secondly, from five aspects of enterprise survival, development, structure, competitiveness and image, this paper expounds the importance of brand building for Chinese enterprises; Then, it describes the history of Tsing Tao Beer's brand development in detail, including brand history, brand elements, brand positioning, brand expansion and brand culture. Then the overall situation of China's beer market is analyzed from three aspects: market capacity, development trend and competitive environment. At the same time, focus on Tsing Tao Beer brand marketing strategy, including product strategy, pricing strategy, channel strategy, brand communication and international development, etc. The research on Tsing Tao Beer's brand not only has reference significance to Tsing Tao Beer, but also to other fast moving consumer goods enterprises.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F426.82
【引证文献】
相关期刊论文 前1条
1 毕长江;;浅析青岛啤酒的国际投资及其理论[J];淮海工学院学报(人文社会科学版);2012年20期
相关硕士学位论文 前4条
1 朱跃;青岛啤酒物流系统运作管理决策研究[D];天津大学;2010年
2 陈克江;白酒品牌定位研究[D];西南财经大学;2010年
3 毕泗胜;品牌生态系统的构建对策研究[D];山东财经大学;2012年
4 许光英;啤酒品牌形象因素结构研究[D];宁波大学;2012年
，本文编号：2414188
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