HYT公司海晏堂品牌建设研究

发布时间：2018-01-25 06:50

本文关键词： 品牌建设品牌定位核心价值品牌文化　出处：《东北大学》2013年硕士论文　论文类型：学位论文

【摘要】：在激烈的市场竞争中,以产品为中心的传统营销,正在向以品牌为中心的营销转变,品牌在竞争中发挥着越来越重要的作用。品牌建设不仅能提高品牌的知名度、美誉度、忠诚度,更有助于实现企业的健康发展,为企业带来持续利润。海参作为高档海珍品,营养均衡,既有药用价值又有食用价值,在众多保健食品中脱颖而出,受到消费者的青睐,而在产品严重同质化的海参行业,各品牌之间的差异日益减少,品牌建设成为提高企业综合竞争力的重要手段。海参企业想要突破发展瓶颈,必然要加快品牌建设。本文以HYT公司为研究对象,采用访谈研究法,对HYT公司海晏堂品牌建设的现状和存在的问题进行研究。通过调查研究,在对HYT公司的外部环境、内部环境和竞争环境进行分析的基础上,通过SWOT分析法总结出适合HYT公司的品牌建设方法,把品牌建设作为应对竞争的切入点和重要支撑。然后,采用文献研究法,结合品牌和品牌建设理论,针对HYT公司的实际情况,对HYT公司海晏堂品牌建设提出了切实可行的对策方案,包括制定品牌的战略规划目标、明确品牌的“情参”定位、提炼出“情参送健康,首选海晏堂,安全又时尚”的品牌核心价值、塑造有“吉祥”寓意的品牌文化、拓宽渠道和渠道跨界、采用整合营销传播策略进行品牌传播、加强品牌维护与品牌危机管理等方面,再从市场、组织、人才、文化、资金、质量和创新等方面提出了HYT公司品牌建设实施的保障措施。本文研究得到的结论,对于HYT公司海晏堂品牌在实际的品牌建设过程中具有可实施的指导意义,有利于推动HYT公司的持续稳定的发展。为HYT公司提供的一些意见和方案,也可以为其他海参企业所借鉴,希望能对其他海参企业的品牌化之路有所裨益,以此推动海参行业的品牌建设进程,促进整个海参行业的健康发展。
[Abstract]:In the fierce market competition, the traditional marketing which takes the product as the center is changing to the marketing which takes the brand as the center. Brand plays an increasingly important role in the competition. Brand building can not only improve the brand reputation, reputation, loyalty, but also contribute to the healthy development of enterprises. Sea cucumber as a high-end sea treasure, balanced nutrition, both medicinal value and edible value, stand out in many health food, favored by consumers. However, in the sea cucumber industry, where the products are seriously homogenized, the differences among the brands are decreasing day by day. Brand building has become an important means to improve the comprehensive competitiveness of enterprises, and the sea cucumber enterprises want to break through the bottleneck of development. This paper takes HYT Company as the research object, adopts the interview research method, carries on the research to the HYT company Haiyan Tang brand construction present situation and the existence question. Through the investigation research. On the basis of analyzing the external environment, internal environment and competition environment of HYT Company, this paper summarizes the brand construction methods suitable for HYT Company through SWOT analysis. Take brand construction as the entry point and important support to deal with competition. Then, using the literature research method, combined with brand and brand building theory, aiming at the actual situation of HYT company. Put forward the feasible countermeasure plan to the HYT company Haiyan Tang brand construction, including making the strategic planning target of the brand, defining the brand's "feeling reference" position, refining "the feeling parameter sends the health, the first choice is Haiyan Tang". The brand core value of "safe and fashionable" molds the brand culture with the meaning of "auspicious", broadens the channel and channel, and adopts the integrated marketing communication strategy to carry on the brand communication. Strengthen brand maintenance and brand crisis management, and then from the market, organization, talent, culture, capital. In terms of quality and innovation, this paper puts forward the guarantee measures of HYT brand construction. For the HYT company Haiyan Tang brand in the actual brand construction process has practical guiding significance, conducive to promote the sustainable and stable development of HYT company. For the HYT company to provide some advice and solutions. It can also be used for reference by other sea cucumber enterprises, hoping to benefit the branding of other sea cucumber enterprises, so as to promote the process of brand building in sea cucumber industry and promote the healthy development of the whole sea cucumber industry.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F273.2;F426.82

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