四特酒品牌建设研究

发布时间：2018-01-09 14:11

  本文关键词：四特酒品牌建设研究　出处：《南昌大学》2013年硕士论文　论文类型：学位论文

  更多相关文章： 四特酒 品牌建设 现状 规划

【摘要】：白酒是中国所独有、具有悠久历史和文化的传统产品,自古以来,白酒业就是中国经济的一个支柱产业,在社会中扮演着特殊而重要的角色。随着市场经济的深入,中国白酒行业的竞争已经从“量”的竞争,“质”的竞争,上升到“品牌”竞争的高度,品牌是企业差异化战略最全面的体现,品牌的差异化是白酒个性发展的核心。 本文主要以四特酒有限责任公司为例,通过对四特品牌的具体诊断剖析、对比四特品牌与国内其它著名品牌的差异,系统阐释了四特品牌建设的个性诉求、核心价值、品牌定位等独特根本所在,并以此归纳提出四特品牌发展整合的探索性方案,希望在四特品牌全国化战略实施的关键转型期为四特公司的末来品牌发展提供科学的决策依据。 本文也希望通过四特品牌建设个案分析来透视区域强势白酒全国化品牌战略建设的路径、差异化香型市场竞争的品牌策略,为白酒行业其它差异化香型及全国其它区域性地方品牌的做大做强提供借鉴和启示,以期推动中国白酒业的良性竞争和发展!
[Abstract]:Liquor is a unique traditional product with a long history and culture in China. Since ancient times, liquor industry has been a pillar industry of Chinese economy. It plays a special and important role in the society. With the deepening of market economy, the competition of Chinese liquor industry has risen from "quantity" competition, "quality" competition to "brand" competition. Brand is the most comprehensive embodiment of enterprise differentiation strategy, and brand differentiation is the core of liquor personality development. This article mainly takes the four special wine limited liability company as the example, through the concrete diagnosis analysis to the four special brands, contrasts the four special brands and the domestic famous brand difference, has explained the four special brand construction individuality appeal systematically. The core value, brand positioning and other unique fundamental, and to sum up the four special brand development and integration of the exploratory plan. It is hoped that the key transformation period of the implementation of the national strategy of the four special brands will provide scientific basis for the brand development in the future. This article also hopes that through the four special brand construction case analysis to perspective the regional strong liquor national brand strategy construction path, the differentiated flavor market competition brand strategy. In order to promote the healthy competition and development of liquor industry in China, it can be used for reference and inspiration for other different flavor types of liquor industry and other regional local brands in China.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.82
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本文编号：1401703