“贝芙丽烘焙坊”品牌视觉形象的应用

发布时间：2018-08-25 20:04

【摘要】：烘焙糕点目前已经成为是国民生活中不可缺少的食品之一，在国内烘焙市场中有国内国外多个大型的烘焙糕点品牌、区域性的小型烘焙糕点品牌以及家庭式的小型烘焙糕点作坊。通过调查发现，国内外大型的烘焙糕点品牌占有了一线以及二线城市的大部分市场份额，其他的烘焙糕点品牌只有极小的市场占有率，而在三线城市大型烘焙食品品牌的市场份额则不及在一、二线城市，面对日趋饱和的一、二线城市市场，未来几年，把自己的品牌推向三线城市才是获得更多商业利益的可行举措。总体而言，这些烘焙食品品牌竞争的重点仍是品牌文化的竞争、品牌形象的竞争及产品等方面的竞争，但没有多少烘焙糕点品牌真正地依靠品牌效益来推动销售，，这无疑使中国的西点市场停留在一个相对初级的低层次竞争时代。因此，文章首先对国内烘焙食品行业的背景进行了简单的介绍和描述，介绍国内外各烘焙食品品牌在中国的市场现状，通过4PS理论，从品牌形象、产品、广告、服务、渠道、销售策略等方面找出“贝芙丽烘焙坊”品牌形象与市场领导烘焙食品品牌形象在三线城市的差距，接着通过三线城市的市场分析，运用基于PEST方法及S.T.P理论，结合品牌形象、竞争对手、“贝芙丽烘焙坊”品牌自身的现状，找出适合“贝芙丽烘焙坊”品牌形象在三线城市湖南郴州的应用策略：跟随者策略加差异化之路。跟随者策略就是在品牌形象应用、产品开发、广告投入、服务方式、渠道开发，策略制定上模仿竞争对手优秀的做法，弥补差距：差异化就是在自身糕点口感、创新糕点制作体验、系统化管理和整合营销上建立自己的核心竞争力。文章在制定“贝芙丽烘焙坊”品牌形象应用策略时，是建立在长期的角度来看待的，充分考虑了品牌的未来，三线城市市场和竞争对手的特性；同时又从短期的角度来考虑，对于“贝芙丽烘焙坊”品牌目前在三线城市操作中急需改善的方面详细论述，做到长期与短期的结合，使制定的竞争策略可操作性更强。文章通过大量数据和市场信息分析并制定“贝芙丽烘焙坊”品牌形象在中国三线城市郴州的市场应用策略。本文不仅是从这具体的三个品牌来看待中国的三线城市市场，而且是站在全局的角度出发，指出“贝芙丽烘焙坊”品牌形象要从整体市场的角度来思考，如何在三线城市的市场成功的应用。与此同时也为国内烘焙食品品牌在制定形象推广策略方面提出了增强自身竞争力的建议，文章的部分内容还有待于继续深入研究，作者会一直关注和调研。
[Abstract]:Bakery has become one of the indispensable foods in national life. There are many large bakery brands at home and abroad in the domestic baking market. Regional small bakery brands and family-style small bakery workshops. Through the investigation, it is found that large bakery brands at home and abroad have a majority market share in first-tier and second-tier cities, while other bakery brands have only a very small market share. However, the market share of large bakery food brands in third-tier cities is less than that in the first and second tier cities. In the face of the increasingly saturated market in the first and second tier cities, in the coming years, Pushing your brand to third-tier cities is a viable way to get more commercial benefits. Overall, the competition of these bakery food brands is still focused on the competition of brand culture, brand image and products, but not many bakery brands really rely on brand efficiency to promote sales. This undoubtedly makes China's West Point market stay in a relatively primary low-level competition era. Therefore, the article first introduces and describes the domestic baking food industry background, introduces the domestic and foreign baking food brands in China's market situation, through the 4PS theory, from brand image, products, advertising, services, channels, This paper finds out the gap between the brand image of "Beverly bakery" and the brand image of bake food brand of market leader in the third tier city in the aspects of sales strategy, then through the market analysis of the third line city, using the method of PEST and the theory of S.T.P, combining the brand image, The competitor, the present situation of the brand of "Beveley Baking House", finds out the application strategy of the brand image of "Beverly Baking House" in Chenzhou, Hunan Province, the third tier city: the strategy of follower plus the road of differentiation. The follower strategy is to mimic the excellent practices of competitors in brand image application, product development, advertising investment, service mode, channel development and strategy making. Innovate the experience of pastry making, systematic management and integrated marketing to establish their own core competitiveness. In formulating the brand image application strategy of "Beverly Baking House", the article is based on a long-term perspective, fully considering the future of the brand, the characteristics of the third-tier city market and competitors, and at the same time considering from a short-term perspective. This paper discusses in detail that the brand of "Beverly Baking House" is in urgent need of improvement in the operation of the third tier city at present, so that the combination of the long term and the short term can make the competitive strategy more operable. Based on the analysis of a lot of data and market information, the paper formulates the market application strategy of the brand image of "Beverly bakery" in Chenzhou, a third-tier city in China. This paper not only looks at China's third-tier city market from the perspective of these three specific brands, but also points out that the brand image of "Beverly Baking House" should be considered from the perspective of the overall market. How to successfully apply in the third tier city market. At the same time, it also puts forward some suggestions for domestic bakery food brands to develop image promotion strategies to enhance their competitiveness. Some of the contents of the article need to be further studied, the author will always pay attention to and research.
【学位授予单位】：陕西科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F273.2;F426.82;J524

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