脑白金品牌策略研究

发布时间：2018-01-04 08:32

本文关键词：脑白金品牌策略研究　出处：《复旦大学》2013年硕士论文　论文类型：学位论文

【摘要】：具有合理营养和保健功能的保健食品成为人们不断增长的健康需求。我国已成为保健食品消费大国。保健食品行业的旺盛需求和高额利润催生越来越多的企业加入这个行业,使保健食品行业快速发展。保健食品行业的发展还存在着一些问题,尤其是近些年出现的消费者对保健食品的信任危机,本土市场中不缺乏品质好功效好的保健食品,但市场存活时间短,真正优秀的“品牌型”保健食品是少之又少,不是因为产品本身或市场竞争造成,而是因为无品牌化运作和缺少正确的品牌规划和品牌思想。在这样的市场环境下,对保健食品行业市场进行深入研究、分析,对保健食品的品牌推广策略进行研究是非常必要的。在现代企业市场竞争中,品牌已经成为企业提升竞争力的有效途径,消费者信赖崇尚品牌,相信品牌可以给他们带来高质量的产品和服务,因此,品牌可以给企业带来很高的价值。同时,品牌也代表一个国家的实力和整个民族的财富。在我国国民经济发展中,保健食品行业属于很有发展潜力的产业,它既面临着国外保健品企业的竞争威胁,还面对保健食品行业内的竞争乱象。因此,研究并改进保健食品营销策略和运用科学合理的营销手段进行品牌化运作,是保健食品产业获得持续发展的有效路径。本文首先说明了选题的背景和意义,介绍了保健食品的定义、特点、功能和类别等相关的基本概念,然后阐述了世界发达国家和我国保健食品行业的发展历程,研究了我国保健食品营销的环境和现状,分析了保健食品行业存在的问题。其次,本文重点阐述脑白金的历史沿革、营销模式和品牌存在的问题,随后进行品牌战略分析,对脑白金和其它竞争品牌现状对比分析,并运用SWOT模型进行市场分析,最后制定出新的脑白金品牌建设策略。
[Abstract]:Health food with reasonable nutrition and health care function, become people's growing health needs. Our country has become a health food consumption country. Strong demand and high profits of health food industry has more and more enterprises to join the industry, so that the health food industry rapid development.
The development of health food industry, there are still some problems, especially in recent years the consumer trust crisis of health food, health food quality good efficacy of the lack of the local market, but the market short survival time, really good "brand" health food is less and less, not because the product itself or market but because there is no competition caused by the brand operation and the lack of proper brand planning and ideas. In this market environment, in-depth research, analysis of the health food industry market, it is very necessary for health food brand promotion strategy research.
In the modern enterprise market competition, the brand has become an effective way to enhance the competitiveness of enterprises, consumers trust the brand brand advocates, believe they can bring high quality products and services, so that the brand can bring high value to the enterprise. At the same time, the brand also represents the strength of a country and the nation's wealth.
In the development of our national economy, the health food industry belongs to the great development potential of the industry, it is facing the competition from the foreign health care products companies also face threats to the health food industry competition within the chaos. Therefore, research and improvement and application of scientific and reasonable means of marketing brand operation strategy of health care products, is the health food industry to obtain the effective path of sustainable development.
This paper firstly explains the background and significance, introduced definition of health food, the basic concepts related to functions and categories, and then describes the development process of developed countries in the world and China's health food industry, research on the marketing of China's health food environment and the status quo, analyzes the existing problems in the health food industry secondly, this paper focuses on the historical evolution of naobaijin, existing marketing model and brand, then the brand strategy analysis, analysis of the status of melatonin and other competing brands of contrast, and the use of SWOT model for market analysis, finally make the strategy of building a new brand of melatonin.

【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.82;F273.2

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