越南中原咖啡品牌维护策略研究

发布时间：2018-12-21 20:30

【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鳘头的法宝。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 a foreign student from Vietnam, the author refers to Vietnam in China and China to other countries. Zhongyuan Coffee is also a famous coffee brand in Vietnam. As the world's top three beverage crops, coffee is one of the largest export agricultural products in world trade. The coffee planting industry in Vietnam has a history of more than 100 years, and the total amount of coffee export accounts for 10% of the gross domestic agricultural product, which has become the main agricultural product of the country, and the development of the coffee industry has made a great contribution to the national economic development of Vietnam. At present, Vietnam has become the world's second largest coffee exporter after Brazil. Vietnam's coffee exports account for 30 percent of the world's total coffee exports, but its export volume accounts for only 10 percent of the world's total coffee exports, mainly because 90 percent of Vietnamese coffee is raw coffee beans with no brand name. In the contemporary market competition, market competition has stepped into the stage of "brand competition", "building brand" and implementing "brand strategy" have become the magic weapon for enterprises to monopolize the international market. However, when facing unprecedented competitive pressure, the brand needs more maintenance and maintenance. Brand maintenance is an important task in the implementation of brand strategy. As the first coffee brand in Vietnam, the development of Central Plains Coffee has greatly promoted the development of the whole coffee industry. The research on the maintenance of coffee brand in Central Plains is beneficial to maintain the domestic market share of coffee in Central Plains, conquer the overseas market steadily, have great significance to the sustainable development of Vietnamese coffee industry, and enlighten other Vietnamese enterprises to establish brand. This paper adheres to the combination of theory and practice, and makes comprehensive use of literature research, data combing, case analysis and SWOT analysis. In the second chapter, we put forward the concept of brand maintenance strategy and Starbucks case analysis, which provides theoretical basis and experience for empirical analysis. The third chapter analyzes the coffee market in Vietnam and the maintenance strategy of the coffee brand in Central Plains, focusing on the market positioning, product strategy, pricing strategy and distribution channel of the coffee brand. Integrated marketing communication channel design and other aspects are discussed. Then through the analysis of SWOT model, this paper puts forward the SO,WO,ST,WT strategic suggestion to the maintenance strategy of the coffee brand in Central Plains. Among them, SO strategy, the Central Plains subdivides the market, subdivides the market into different consumer groups, thus fully develops the domestic market, conquers the overseas market; WO strategy, improve the deficiency of segmented price and adopt unified price, strengthen management of distribution channel members, strengthen human resource management, ST strategy, carry on product differentiation, diversify brand communication channel, adopt Showroom marketing form; WT strategy to strengthen the relationship between the company and coffee growers and 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】：F433.3

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