唐人神品牌建设研究

发布时间：2018-12-06 21:00

【摘要】：改革开放以来,随着市场经济的不断发展,农产品市场日益的开放。我国农业面临日益激烈的国际竞争,农产品企业之间的竞争逐步转变为农产品质量与品质的竞争、品牌的竞争。加强农产品企业的品牌建设,以成为必然的趋势。它将极大的提升农产品企业的市场竞争力与产品的附加值,对于促进农产品企业的发展提供了巨大的帮助。本文以品牌及农产品品牌建设相关理论为基础,以唐人神企业为研究对象,在分析唐人神企业现状及企业品牌建设过程中出现的问题的基础上,借鉴“双胞胎”集团以及“双汇”集团品牌建设的经验,制定了有利于提升唐人神企业品牌建设的对策。文章主要内容如下：首先,从唐人神结构、发展史及品牌建设发展历程等方面介绍了唐人神企业品牌建设的发展现状,并指出的唐人神品牌建设的必要性。其次结合唐人神的现状分析,提出唐人神在品牌建设过程中所存在的一些问题以及企业自身所具备的优势。在产品品质上,产品品牌的监督力度不足；在品牌宣传上,产品的宣传力度以及品牌的推广方式等方面存在问题；在企业员工方面,存在部分员工素质不足以及人才结构分配不合理的问题；在品牌危机管理上,无论是危机管理意识还是管理能力都存在问题。企业所具备的优势包括：国家政策的优势、产业技术的优势、产业链的优势、价值服务的优势以及文化与人才的优势。再者,通过介绍“双胞胎”集团以及“双汇”集团品牌建设的现状与经验,从中得出了关于唐人神品牌建设的启示：在进行农产品企业品牌建设这一系统的工程时,广告宣传、产品质量安全与创新、物流体系以及人才的培育都是必不可少的。最后,结合经验与启示以及企业自身的问题。从唐人神角度出发制定了,加大产品品质的监督力度、加强品牌宣传力度、提升员工整体素质、扩大品牌产品销售地区、明晰品牌定位以及品牌危机管理策略等品牌建设策略。
[Abstract]:Since the reform and opening up, with the continuous development of the market economy, the market for agricultural products is increasingly open. China's agriculture is facing increasingly fierce international competition. The competition among the enterprises of agricultural products is gradually transformed into the competition of the quality and quality of agricultural products and the competition of brands. Strengthen the brand construction of agricultural products enterprises, in order to become an inevitable trend. It will greatly enhance the market competitiveness of agricultural products enterprises and the added value of products, and provide great help for the development of agricultural products enterprises. Based on the related theories of brand and agricultural product brand building, this paper takes the Tangrenshen enterprise as the research object, and analyzes the present situation of the Tang Renshen enterprise and the problems in the process of brand building. Based on the experience of "twin" group and "Shuanghui" group brand construction, the countermeasures of promoting the brand construction of Tang Renshen enterprise are formulated. The main contents of this paper are as follows: firstly, this paper introduces the current situation of the development of the brand construction in the Tang Dynasty from the aspects of the structure, the history of development and the development course of the brand construction, and points out the necessity of the brand construction of the god in the Tang Dynasty. Secondly, based on the analysis of the current situation of the gods in the Tang Dynasty, the author points out some problems existing in the process of brand building and the advantages of the enterprises themselves. In the aspect of product quality, the supervision of product brand is insufficient, and there are some problems in brand propaganda, product propaganda and brand promotion. In the aspect of enterprise staff, there are some problems in the quality of employees and unreasonable distribution of talent structure, and in brand crisis management, both the consciousness of crisis management and the ability of management exist problems. The advantages of enterprises include: the advantages of national policies, the advantages of industrial technology, the advantages of industrial chains, the advantages of value services, and the advantages of culture and talent. Furthermore, by introducing the current situation and experience of the "twin" group and the "Shuanghui" group brand construction, the author draws the enlightenment on the brand construction of Tang Renshen: when carrying on the project of the brand building of the agricultural products enterprise, advertising propaganda, Product quality, safety and innovation, logistics system and personnel training are essential. Finally, the combination of experience and inspiration as well as the problems of the enterprise itself. From the angle of Tang people and God, we have formulated some brand construction strategies, such as strengthening the supervision of product quality, strengthening brand propaganda, improving the overall quality of employees, expanding the sales area of brand products, clarifying brand positioning and brand crisis management strategy.
【学位授予单位】：中南林业科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F324

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