凤鸣塔酒业品牌形象重塑研究

发布时间：2018-02-12 14:00

本文关键词： 白酒品牌品牌形象重塑策略　出处：《大连理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：近年来由于白酒消费者需求不断变化等原因导致我国白酒消费量逐年下降,白酒行业的竞争十分激烈,市场已经供过于求。凤鸣塔酒业是徐州丰县的一个老牌酒厂,现在计划以丰县为目标区域市场重新进入白酒市场。本文通过对丰县白酒市场的调查研究,了解其市场情况,在此基础上为凤鸣塔酒业重新塑造品牌形象,为其进入白酒市场提供参考。本文在对品牌形象相关理论充分了解的基础上,主要运用问卷调查的方法了解凤鸣塔的品牌形象,通过分析凤鸣塔品牌形象现状,得出凤鸣塔品牌形象目前存在的问题。最后是对其品牌重塑环境进行分析,分为外部环境和内部环境两部分。外部环境包括宏观环境、竞争环境、消费者行为三部分内容,其中宏观环境分析利用PEST分析方法；竞争环境主要对竞争对手的品牌形象方面进行分析；消费者行为分析则阐述了他们对凤鸣塔的认知情况。内部环境则分析企业自身的情况,包括技术、人员和产品线三个方面。在对品牌形象重塑环境充分了解和分析的基础上提出凤鸣塔品牌形象重塑策略。分别从品牌重新定位、确定品牌个性、确定品牌形象表现元素以及新品牌形象整合传播策略共四个方面制定品牌形象重塑策略。最后,本文提出凤鸣塔品牌形象重塑的保障措施,以更好的实现品牌形象重塑的目的。
[Abstract]:In recent years, due to the changing demand of liquor consumers, the consumption of liquor in China has decreased year by year, the competition in liquor industry is very fierce, the market has been oversupply. Fengmingta Liquor is an old wine factory in Xuzhou Fengxian. Now it is planned to re-enter the liquor market with Fengxian as the target area. This paper studies the liquor market in Fengxian County, understands its market situation, and on this basis rebuilds the brand image for Fengmingta Liquor Industry. To provide reference for its entering liquor market. On the basis of fully understanding the theory of brand image, this paper mainly uses the method of questionnaire to understand the brand image of Fengming Tower, and analyzes the present situation of the brand image of Fengming Tower. Finally, it analyzes its brand remodeling environment, which is divided into two parts: external environment and internal environment. External environment includes macro environment, competitive environment and consumer behavior. Among them, macro-environment analysis uses PEST analysis method; competitive environment mainly analyzes the brand image of competitors; consumer behavior analysis expounds their cognition of Fengming Tower; and internal environment analyzes the situation of enterprises themselves. It includes three aspects: technology, personnel and product line. On the basis of fully understanding and analyzing the environment of brand image remodeling, the strategy of rebuilding Fengming Tower brand image is put forward. To determine the brand image elements and new brand image integration communication strategy to formulate brand image remodeling strategy. Finally, this paper puts forward the Fengming Tower brand image remodeling safeguard measures to better achieve the purpose of brand image remodeling.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.82

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