广药集团的王老吉品牌发展研究

发布时间：2018-06-26 09:13

本文选题：广药集团 + 王老吉　；参考：《兰州大学》2013年硕士论文

【摘要】：2011至2012年,“王老吉”品牌经历了特殊的品牌租赁—回收过程,租赁经营“王老吉”品牌长达15年的加多宝集团,被广药集团通过法律手段收回了“王老吉”的商标使用权。与一般的侵权案件不同,“王老吉”品牌从2000年至2010年的品牌增长主要由“承租方”创造,广药集团几乎无需投入就获得了品牌价值增长的带来的好处。广药集团通过法律手段“掠夺”加多宝的“劳动果实”这种“出租方占承租方便宜”的“侵权行为”是独一无二的。但是,研究显示广药“王老吉”与加多宝“红罐凉茶”区分度不足,导致加多宝有机会将原“王老吉”的品牌价值转移到新的加多宝“红罐凉茶”之上。同时,广药集团将“王老吉”品牌分开两家公司运营,也为品牌运作买下了隐患。广药集团继续重新制定“王老吉”的品牌战略,回归到引导消费者行为的营销战略,才有机会享受到价值1080亿元人民币给企业带来的价值。通过分阶段的结构方程建模分析,确认“消费者满意度—品牌认知—消费者行为”在“王老吉”品牌中拥有强劲的生命力,“王老吉”品牌的价值增长依赖于这一模式。同时,“王老吉”品牌的属性识别对消费者行为有较强地引导作用,应加强“王老吉”品牌与其他品牌在属性方面的差异化建设。而消费者的“价值识别”则需要形成“品牌认知”,方可引导消费者行为的倾向于“王老吉”。消费者对加多宝“红罐凉茶”的消费者行为倾向对“王老吉”有正向作用,暗示加多宝的“红罐凉茶”没有形成足够鲜明的品牌形象,拉开与“王老吉”的距离,这为广药集团的“王老吉”品牌建设提供了基于。但是,加多宝强劲的宣传攻势对“王老吉”有显著的负面影响。因此,作为对“王老吉”品牌“后加多宝”时代的反思,广药集团应采取以下品牌战略思路：强调凉茶“药性”,强化属性识别；强化渠道控制,夺取市场份额；大力宣传商标权回归,强化“正宗”概念；重视消费者体验,提高消费者满意度；落实“大健康”概念,拓展品牌价值。
[Abstract]:From 2011 to 2012, the "Wang Laoji" brand experienced a special process of rent-recycling. After leasing and operating the "Wang Laoji" brand for 15 years, Gadobo Group was granted the right to use "Wang Laoji" by legal means. Different from the general infringement cases, the brand growth of "Wang Laoji" brand from 2000 to 2010 is mainly created by the "lessee". Guang Yao Group is unique in its infringing act of "plundering" the fruits of labor of Kadobal by legal means, in which the lessor takes advantage of the lessee. However, studies have shown that the distinction between Wang Laoji, a broad drug, and Gadobo's "Red jar herbal tea" is not enough, leading to the opportunity to transfer the brand value of the original "Wang Laoji" to the new Gadobo "Red jar herbal tea". At the same time, Guang Pharmaceutical Group will "Wang Laoji" brand separate two companies to operate, but also buy the hidden dangers for the brand operation. Guang Pharmaceutical Group continues to reformulate "Wang Laoji" brand strategy, returning to the marketing strategy to guide consumer behavior, to have the opportunity to enjoy the value of 108 billion yuan to the enterprise. Through structured equation modeling and analysis, it is confirmed that "consumer satisfaction-brand cognition-consumer behavior" has strong vitality in "Wang Laoji" brand, and the value growth of "Wang Laoji" brand depends on this model. At the same time, the attribute recognition of "Wang Laoji" brand has a strong guiding effect on consumer behavior, and the differentiation construction between "Wang Laoji" brand and other brands should be strengthened. The "value recognition" of consumers needs to form "brand cognition" in order to guide consumer behavior to "Wang Laoji". The consumer's tendency towards Gadobo's "red pot herbal tea" has a positive effect on "Wang Laoji", implying that Gadobo's "red pot herbal tea" has not formed a clear enough brand image to draw the distance from "Wang Laoji". This has provided the foundation for the Guang Yao Group's "Wang Laoji" brand construction. However, Gadobo's strong propaganda campaign has a significant negative impact on Wang Laoji. Therefore, as a reflection on the era of "Wang Laoji" brand "after adding more treasure", Guangyao Group should adopt the following brand strategic thinking: emphasizing herbal tea "medicinal properties", strengthening attribute identification, strengthening channel control, seizing market share; Promote the return of trademark rights, strengthen the concept of "authentic", attach importance to consumer experience, improve consumer satisfaction, implement the concept of "big health" and expand brand value.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F273.2;F426.82

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