“东北农嫂”品牌形象提升策略研究

发布时间：2018-01-09 07:16

本文关键词：“东北农嫂”品牌形象提升策略研究　出处：《吉林财经大学》2017年硕士论文　论文类型：学位论文

【摘要】：玉米产品的质量关系到消费者的健康,因此人们对其质量和安全格外重视,也越来越多的人更加信赖品牌产品。吉林玉米产品企业应该立足长远,实施品牌化发展战略,向打造“百年品牌”的目标迈进,品牌有了一定的知名度,产品的附加值和竞争力自然也会提升。本文以“东北农嫂”玉米作为主要研究对象,通过SWOT分析方法,有针对性地提出了适合“东北农嫂”玉米的品牌形象提升的策略,从而促进“东北农嫂”玉米品牌化发展,带动东北玉米产业品牌化发展,达到提升东北玉米产品市场竞争力的目的。提高玉米产品的附加值,可以有效增加吉林省农民的收入水平,能迅速推动农村人口比例高达44.69%的吉林省的经济增长,因此意义十分重大。本文利用SWOT战略分析方法,对“东北农嫂”在品牌提升涉及的优势、劣势、机会和威胁进行了全面的分析。在优势方面,“东北农嫂”具有原产地效应、销售网络广、交通运输网络发达、种植技术支撑等特点;在劣势方面,“东北农嫂”未认证绿色农产品,产品种类相对单一,公司成立时间较短,市场占有率相对较低;在机会方面,不断出现的食品安全问题使消费者更加青睐于有品牌的产品,通过市场细分起到满足不同消费群体的需求和扩大市场容量的目的,同时,鲜食玉米行业有巨大的发展空间;在威胁方面,其他品牌的玉米对“东北农嫂”发起竞争,频发的食品安全问题也影响到消费者对玉米产品的选择,国家政策也不断提高食品安全的准入机制。根据分析结果,结合品牌的支撑体系结构,提出了“东北农嫂”品牌形象提升的对策建议。在“东北农嫂”品牌形象的核心层,建议倡导绿色,提倡健康,同时不断推陈出新,保持活力;在品牌的内层方面,政府主导,品牌宣传,同时利用资源,丰富内涵;在品牌的表层方面,利用网络,拓展渠道,同时借助网络,提升影响力;在品牌外围方面,拓宽渠道,提升知名度,同时着眼未来,走国际化道路;在品牌提升保障方面,要做好人力资源保障和制度保障,以保障品牌形象提升策略落到实处。
[Abstract]:Corn product quality is related to the health of consumers, so the quality and safety of attention, more and more people are more trusted brand products. Jilin corn products enterprises should be based on long-term, implement the strategy of brand development, to create a "hundred year brand" goal, the brand has a certain reputation, the added value of products and competitiveness will enhance the natural. This "corn Northeast Agricultural sister-in-law" as the main research object, through the SWOT analysis method, put forward the "corn for Northeast Agricultural sister-in-law" brand image promotion strategy, so as to promote the "Northeast Agricultural sister-in-law" corn brand development, promote industrial brand northeast corn development, to enhance the market competitiveness of products of northeast corn. To improve the additional value of corn products, can effectively increase the income of farmers in Jilin Province, can quickly promote rural The proportion of the population up to 44.69% of the economic growth in Jilin Province, so it is of great significance. This paper use the SWOT strategic analysis of "Northeast Agricultural sister-in-law" in brand promotion involves the advantages, disadvantages, opportunities and threats are analyzed. The advantages, "Northeast Agricultural sister-in-law" with country of origin effect, wide sales network the transportation network developed, planting, technical support and other characteristics; in the inferior aspect, "Northeast Agricultural sister-in-law" certification of green agricultural products, product type is relatively single, the company set up a short time, the market share is relatively low; in terms of opportunities, frequent food safety issues so that consumers prefer brand products meet the needs of different consumer groups, and expand the market capacity, at the same time to the market segmentation, fresh corn industry has huge development space; in the threat, the brand of corn he" Northeast Agricultural sister-in-law "launched the competition, frequent food safety problems also affect the consumers of corn product choice, national policy to improve the access mechanism of food safety. According to the analysis results, combined with the structure of the supporting system of the brand, put forward the" Northeast Agricultural sister-in-law "brand image". The Countermeasures to enhance the core layer in the Northeast Agricultural sister-in-law "brand image, promote green health promotion, suggestions, and constantly, to maintain the vitality of the brand; in the inner layer, the government leading, brand promotion, and use of resources, rich connotation; in terms of brand surface using the network, expand the channels, and enhance the influence of the network, broaden the channels in the peripheral brand; hand, raise awareness, and focus on the future, take the road of internationalization; in the promotion of brand protection, to do a good job in human resources and institutional guarantee, in order to protect the brand image promotion strategy Fall into reality.

【学位授予单位】：吉林财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.5

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