西域春乳业品牌形象提升问题研究

发布时间：2017-12-26 23:19

本文关键词：西域春乳业品牌形象提升问题研究　出处：《石河子大学》2013年硕士论文　论文类型：学位论文

更多相关文章： CIS 西域春 企业形象提升 识别体系

【摘要】：企业形象对于企业来说是十分重要的,树立良好的企业形象是一个比较艰难的过程,一个小小的细节,都可能将辛苦建立起来的企业形象毁于一旦。2008年以前中国乳业企业形象良好,伊利、蒙牛、三鹿等大型乳业企业在当时的中国市场上得到了广大消费者的认可与信任。而2008年三聚氰胺事件的发生使得中国乳业耗费多年所建立起来的形象轰然倒塌,三鹿奶粉甚至由可信赖的知名品牌奶粉转瞬间变成了脑残的代名词。这说明在当前加强对于乳业企业形象的评价与提升问题的研究有一定的必要性和紧迫性。新疆维吾尔自治区幅员辽阔,历来以草原丰美,畜种优良著称,是国家重点的草原牧区之一,全区养牛3445.9万头,充足的奶源为发展乳品加工业奠定了先天优势。新疆由于其特殊的地理优势,以及相对落后的工业基础,造就了国内为数不多的零污染的自然环境。但是目前新疆乳制品生产水平与内地存在巨大差距,尤其是新疆乳制品目前还没有一个可以象伊利、蒙牛、光明、三元等国内知名品牌,这是新疆乳制品业发展的致命弱点,这与新疆畜牧业大区的地位极不相称。西域春乳业作为疆内较大的乳制品加工企业,如果能够树立起新疆乳业企业形象,发挥新疆呼图壁种牛场在奶牛养殖和乳制品加工业上的优势,将大大带动全疆乳制品加工业,乃至整体经济的发展。由此可见对西域春乳业企业形象评价及提升问题进行研究具有很重要的意义。本文在前人研究的理论成果和占有大量资料的基础上,立足西域春乳业企业的实际,以科学发展观为指导,对西域春乳业企业形象提升问题进行了研究。本文共有七个部分第一部分,对企业形象评价及提升问题的国内外相关研究和研究方法进行阐述,并提出完善的研究思路；第二部分,企业形象相关概念界定与理论基础,对企业形象的相关概念进行界定,分析企业形象的特征,探求评价企业形象的理论基础及理论思考；第三部分,国内外知名企业企业形象现状及经验借鉴,分别介绍国内外知名企业企业形象现状,对于其中的典型案例进行具体分析,总结可以借鉴的经验；第四部分,西域春乳业企业形象现状分析,介绍西域春乳业的经营发展现状,以及企业形象建设的状况与不足；第五部分,西域春乳业企业形象提升塑造的目标,以导入CIS系统为核心,介绍提升企业形象的目的、途径与思路；第六部分,西域春企业形象识别系统的实施与成效评价体系,介绍西域春乳业企业形象识别系统实施的具体实施方案,并提出成效评价体系,为企业形象提升过程中具体的提升情况提供准确的借鉴。第七部分,对整体研究成果进行总结。本文通过分析得出以下认识：公司在企业形象方面存在几方面的缺陷：一是企业文化建设滞后,二是产品品牌存在地域局限性,三是对于企业形象塑造的投入不足。本文提出了利用导入CIS企业形象识别体系提升西域春乳业企业形象,并就具体的目标、思路、原则进行了探讨,从CIS的企业形象识别体系的三个方面进行了具体的分析,并建立了具体的企业形象评价体系,为今后西域春乳业企业形象提升过程中提供了具体的参考标准。
[Abstract]:Corporate image is very important for an enterprise. Setting up a good corporate image is a difficult process. A small detail may destroy the hard built corporate image. Before 2008, the image of China's dairy enterprises was good, and the large dairy enterprises such as Yili, Mengniu, Sanlu were recognized and trusted by the vast number of consumers in the Chinese market at that time. And in 2008 the melamine incident makes Chinese dairy consumption had built up over the years the image of collapsed, even by the well-known brand of Sanlu milk powder can be trusted to instantly become synonymous with the idiotic. This shows that it is necessary and urgent to strengthen the research on the evaluation and promotion of the image of the dairy enterprises at present. The Xinjiang Uygur Autonomous Region has a vast territory, has always been a lush grassland livestock, known for excellent, is one of the key national grassland, the 34 million 459 thousand cattle, sufficient milk for congenital advantage for the development of dairy industry. Because of its special geographical advantage and relatively backward industrial base, Xinjiang has created a few zero pollution natural environment in China. But now there is a huge gap between the level of production and the mainland of Xinjiang dairy products, especially dairy products in Xinjiang there is no one like Yili, Mengniu, Guangming, three yuan and other famous brands, which is the development of Xinjiang dairy industry's fatal weakness, which is very incompatible with the animal husbandry of Xinjiang region status. The spring Xinjiang dairy industry as large dairy processing enterprises, if can establish a corporate image of Xinjiang dairy cattle farm in Xinjiang, give full play to the advantages of Hutubi in farming and dairy cows, will greatly promote the Xinjiang dairy industry, and even the whole economic development. Therefore, it is of great significance to study the image evaluation and promotion of the western region spring dairy industry.
【学位授予单位】：石河子大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.82;F273.2

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