越南中原咖啡品牌维护策论研究

发布时间：2018-03-09 19:11

本文选题：中原咖啡品牌　切入点：星巴克咖啡品牌　出处：《西南大学》2013年硕士论文　论文类型：学位论文

【摘要】：作为来自越南的在华留学生,笔者论文中所指国内均指越南,国外则均指越南之外的国家,也包括中国。论文考察的对象“中原咖啡”也是越南国内的著名咖啡品牌。作为世界三大饮料作物之首,咖啡是世界贸易总量最大出口农产品之一。越南咖啡种植产业已有百多年发展历史,咖啡出口总额占国内农业生产总值的10%,成为国家主要出口农产品,咖啡产业发展对越南国家经济发展贡献巨大。目前,越南已成为仅次于巴西的世界第二大咖啡出口国。越南咖啡出口量已占世界咖啡出口总量的30%,但其出口额只占世界咖啡出口总额的10%,主要原因在于90%的越南咖啡是没有品牌的生咖啡豆。当代市场竞争中,市场竞争已经步入“品牌竞争”阶段,“打造品牌”,实施“品牌战略”成为企业在国际市场独占鳌头的法宝。然而,当面临前所未有竞争压力的同时,品牌更需要的是维护与保养。品牌维护是品牌战略实施中的一项重要的工作。作为越南第一咖啡品牌,中原咖啡的发展大力带动了整个咖啡产业发展。就中原咖啡品牌维护进行研究有利于中原咖啡维护国内市场份额、稳步征服海外市场,对越南咖啡产业可持续发展有重大意义,对越南其他企业创建品牌有所启示。本文坚持理论与实践相结合,综合运用了文献研究、数据梳理、案例分析及SWOT分析法。本文首先回顾品牌及咖啡品牌相关研究文献,在第二章内容提出品牌维护战略的相关概念以及星巴克案例分析,为实证分析提供理论基础与经验借鉴；本文第三章通过数据梳理就越南咖啡市场及越南中原咖啡品牌维护策略进行实证分析,主要着重中原咖啡品牌市场定位、产品战略、定价战略、分销渠道、整合营销传播渠道设计等方面进行探讨。再通过SWOT模型分析,本文对中原咖啡品牌维护策略提出SO、WO、ST、WT战略建议。其中,SO策略,中原进行细分市场,将市场细分成不同消费群体,从而充分开发国内市场、征服海外市场；WO策略,改进分段价格的不足并采取统一价格、加强管理分销渠道成员、加强人力资源管理：ST策略,进行产品差异化、多样化品牌传播渠道、采取Showroom营销形式；WT策略,加强公司与咖啡种植者之间的关系、有效地扩大零售分销渠道。
[Abstract]:As an overseas student from Vietnam, I refer to Vietnam as a reference to both domestic and foreign countries, including China.
As the world's three largest beverage crops. Coffee is one of the world's total trade. The largest export of agricultural products in more than 100 years history of Vietnamese coffee planting industry has, total exports of coffee accounted for 10% of gross domestic agricultural production, agricultural products become the main export countries, coffee industry development of Vietnam national great contributions to economic development. At present, Vietnam has after Brazil became the world's second largest exporter of coffee. Vietnamese coffee exports accounted for 30% of the total exports of coffee in the world, but its exports accounted for only 10% of the world's total coffee exports, the main reason is that 90% Vietnamese coffee is no brand coffee beans. The contemporary market competition, market competition has entered the brand competition "stage," brand "," brand strategy "has become a magic weapon for enterprises at the top of the international market. However, when confronted with hitherto unknown pressure of competition at the same time, The brand is in need of more maintenance. Brand maintenance is an important part of the implementation of brand strategy in Vietnam. As a first brand of coffee, coffee and vigorously promote the development of the Central Plains of the coffee industry development. On the Central Plains coffee brand maintenance is conducive to the maintenance of the Central Plains coffee in the domestic market share steadily conquer oversea markets, have the great significance to the sustainable development of Vietnam coffee industry in Vietnam, other companies to create brand of inspiration.
On the combination of theory and practice in this paper, the integrated use of the literature research, data review, case analysis and SWOT analysis method. This paper reviews the brand and brand of coffee related literature, the author puts forward the relevant concept of brand maintenance strategy and Starbucks case analysis in the second chapter, provide theoretical basis and experience for the empirical analysis in this paper; third through combing the data maintenance strategies of Vietnam coffee market and central Vietnam coffee brand to carry on the empirical analysis, mainly focuses on the Central Plains coffee brand market positioning, product strategy, pricing strategy, channel of distribution, integrated marketing communication channel design were discussed. Through the analysis of SWOT model, this paper proposes a SO strategy, to maintain the Central Plains coffee brand WO ST, WT, strategic advice. Among them, the Central Plains SO strategy, market segmentation, market segmentation into different consumer groups, so as to fully develop the domestic market. Field, conquer the overseas market; WO strategy, improve the shortage of the segmented pricing and take a unified price, strengthen the management of distribution channel members, strengthen the management of human resources: ST strategy, product differentiation, diversification of brand communication channels, take the form of marketing Showroom; WT strategy, strengthen the relationship between the company and the coffee growers, effectively expand retail distribution channels.

【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F433.3

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