基于品牌竞争力的金星啤酒集团公司发展战略研究

发布时间：2018-06-26 00:49

本文选题：啤酒 + 品牌竞争力　；参考：《云南师范大学》2013年硕士论文

【摘要】：随着我国市场经济的不断发展，品牌的重要性越来越受到企业和消费者的关注，在我国啤酒产业市场，企业的品牌正发挥巨大的企业推动作用。金星啤酒作为我国啤酒行业中继青岛、雪花以及燕京啤酒之后的第五大啤酒生产企业，金星啤酒的品牌发展并没有像青岛、雪花、百威和燕京那么成熟，因此迫切需要对金星啤酒的品牌知名度进行提升。金星啤酒的品牌发展道路被业界称为“第三种模式”，它避开啤酒行业竞争激烈的中东部地区，把企业经营的主要市场放在西部地区。但是随着中东部市场日渐饱和，特别是从2010年开始，青岛、雪花、百威等大型啤酒企业相继进入河南市场，，金星啤酒的品牌危机感日益加重，金星啤酒迫切需要对品牌的竞争力进行提升。在这种背景下本文将金星啤酒的品牌竞争力发展以及品牌发展战略作为研究目标，不仅是对金星啤酒品牌发展历程的一个回顾和梳理，也为研究金星啤酒品牌将来的发展提供积淀和支撑。本文分析了国内外啤酒市场的总体环境，又从金星啤酒品牌发展的小环境着手，研究了金星品牌发展中的各种要素，同时从多角度对金星啤酒的品牌竞争力进行分析，提出现有品牌战略存在的不足，最后在前述研究的基础上，尝试提出适合金星啤酒品牌发展的战略调整以及实施建议，或许能为金星啤酒今后的发展提供一些参考和借鉴。
[Abstract]:With the development of market economy in our country, the importance of brand is paid more and more attention by enterprises and consumers. In the market of beer industry in our country, the brand of enterprises is playing an important role in promoting enterprises. Venus Beer is the fifth largest beer manufacturer in China after the relay of Tsingtao, snowflake and Yanjing Beer. The brand development of Jinxing Beer is not as mature as Qingdao, Snow, Budweiser and Yanjing. Therefore, there is an urgent need to promote the brand awareness of Venus Beer. The brand development road of Jinxing Beer is called "the third mode" by the industry. It avoids the competition in the central and eastern regions of the beer industry, and puts the main market of enterprise management in the western region. However, with the increasingly saturated market in the central and eastern part of the country, especially since 2010, when large beer companies such as Qingdao, Snow, Budweiser and so on have entered the Henan market, the brand crisis of Jinxing Beer has become increasingly serious. Venus Beer urgently needs to improve the brand's competitiveness. Under this background, this paper takes the brand competitiveness development and brand development strategy of Jinxing Beer as the research goal, which is not only a review and combing of the development course of Jinxing Beer brand. Also for the study of the future development of Venus beer brand to provide accumulation and support. This paper analyzes the overall environment of domestic and foreign beer market, starts with the small environment of the development of Venus beer brand, studies various elements in the development of Venus beer brand, and analyzes the brand competitiveness of Venus beer from various angles. Finally, on the basis of the above research, the author tries to put forward the strategic adjustment and implementation suggestions suitable for the development of Venus beer brand, which may provide some reference and reference for the future development of Venus Beer.
【学位授予单位】：云南师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.82;F272

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