泸州老窖白酒品牌定位策略研究

发布时间：2018-08-16 09:44

【摘要】：随着中国改革开放的进程速度加快,国外企业凭借强大的品牌综合实力迅速打开中国市场,取得了较好的市场经济效益。国内企业在由计划经济向市场经济转变过程中,经历了由卖方经济向买方经济转变的痛苦过程,也逐步认识到品牌综合实力对于企业核心竞争力的意义。品牌作为企业的形象标志,具有强大的潜在价值,品牌发展的好坏决定者企业能否拥有高市场率和高利润率。在品牌管理的关键基础环节品牌定位时期,企业需要通过品牌定位的差异化来吸引消费者。因此,品牌定位是品牌运营的基础和前提,是企业品牌竞争的制胜法宝。然而自2012年受三公消费限制、塑化剂事件、反腐力度加强等各种不利因素影响,中国白酒行业结束了十年的黄金发展期,进入调整期。虽然中国白酒行业的发展还在以较快的水平向前发展,但是高端白酒销量却呈现快速下滑趋势,这充分说明中国白酒行业在品牌定位管理方面,出现诸多误区和缺憾。如品牌定位不足、品牌延伸中存在的定位混乱、品牌定位未考虑消费者心智资源等。因此,通过对白酒品牌定位的研究,有利于白酒企业根据拥有的资源优势和消费者特征,准确向目标消费者传递信息,实现与消费者良性互动,形成品牌竞争优势。笔者通过研究、分析国内外的品牌定位文献资料,关于白酒品牌定位理论与实践问题的文献较为分散,系统研究白酒品牌定位理论与实践文献较少。在研究方法方面,以文献综述研究方法为主,从企业与消费者互动的视角的文献更少。因此,笔者在前人研究的基础上,从企业与消费者互动的视角出发,以泸州老窖作为研究对象,较系统地分析了白酒品牌定位理论与实践过程。希望能对中国白酒企业的品牌定位具有一定的借鉴意义。本文主要采用规范研究、文献分析法与实证研究相结合。笔者一方面广泛收集、查阅了国内外有关市场营销、品牌管理的论文、专著,尤其是关于品牌定位的研究现状的资料、文章及专著。以定位理论、市场营销4P理论为基础来分析白酒品牌定位、影响白酒品牌定位的理论因素。另一方面,通过对泸州老窖整体品牌定位的一系列措施进行了分析,包括各品牌产品管理、价格管理、销售渠道管理、销售促销管理等,通过理论因素与实践因素相结合,总结和提炼本文研究的结论和不足之处。论文框架第一部分：引言。主要阐述选题背景、研究目的、研究意义、研究方法与论文框架。第二部分：品牌定位相关理论与方法。该部分主要介绍品牌定位的理论、方法和营销4P理论、影响品牌定位的因素、理论对实践的指导意义。第三部分：泸州老窖的品牌发展回顾。该部分主要以泸州老窖为研究对象,分析沪州老窖品牌形成的过程、各品牌之间的关系。第四部分：泸州老窖品牌定位影响因素分析。该部分主要以泸州老窖现有的品牌定位为基础,分别从泸州老窖的企业资源、消费者需求状况、白酒行业的竞争状态、宏观经济环境四个方面分析泸州老窖品牌定位的应该考虑的因素。第五部分：泸州老窖品牌定位策略分析。该部分以泸州老窖品牌定位基本原则、着重分析泸州老窖品牌定位过程中4P理论的应用、泸州老窖品牌定位差异性分析及品牌定位后的实施效果。第六部分：研究结论、研究不足及其展望。该部分主要是基于论文的分析,得出研究结论,为白酒行业其他行业的品牌定位提供借鉴作用。在此基础上,指出论文研究不足。本文研究的创新之处：第一.研究角度的创新。品牌定位是当前品牌管理与运营的关注的焦点,很多学者在这方面进行了深入研究。从研究的成果分析看,一方面很大程度站在企业角度、市场竞争格局和技术层面,另一方面从社会学、经济学、管理学和市场营销学来探讨品牌定位,两方面的研究都较具有局限性。本文主要通过以抢占消费者心智资源为视角,以市场营销4P理论分框架来研究白酒定位问题.第二.研究范围较为全面。本文研究基本上覆盖了企业品牌定位涉及的全部过程,包括产品属性、价格属性、销售渠道属性、产品促销属性和其他服务属性,使研究品牌定位的因素更加全面。
[Abstract]:With the acceleration of China's reform and opening-up, foreign enterprises, relying on their strong brand comprehensive strength, have rapidly opened up the Chinese market and achieved better market economic benefits. Domestic enterprises have experienced the painful process of changing from seller's economy to buyer's economy in the process of changing from planned economy to market economy, and gradually realized the brand. Brand, as the image symbol of an enterprise, has a strong potential value. The quality of brand development determines whether the enterprise can have a high market rate and high profit margin. Therefore, brand positioning is the foundation and premise of brand operation and the magic weapon of winning brand competition. However, since 2012, influenced by various unfavorable factors such as consumption restriction of Sangong, plasticizer incident, anti-corruption intensification, the Chinese liquor industry has ended its golden development period of ten years and entered the adjustment period. However, the sales of high-end liquor showed a trend of rapid decline, which fully shows that there are many misunderstandings and shortcomings in the brand positioning management of Chinese liquor industry. The research on liquor brand positioning is helpful for liquor-making enterprises to accurately convey information to target consumers according to their own resource advantages and consumer characteristics, realize benign interaction with consumers, and form brand competitive advantages. Literature is more scattered, systematic study of liquor brand positioning theory and practice literature is less. In the research methods, literature review research methods mainly, from the perspective of interaction between enterprises and consumers less. This article mainly uses the standard research, the literature analysis method and the empirical research union.On the one hand, the author has collected extensively, has consulted the domestic and foreign related marketing, the brand management papers, the monograph. On the basis of positioning theory and marketing 4P theory, this paper analyzes the theoretical factors that influence the brand positioning of liquor. On the other hand, it analyzes a series of measures for the overall brand positioning of Luzhou Laojiao, including the brand product management and price. Case management, sales channel management, sales promotion management, through the combination of theoretical factors and practical factors, summarizes and refines the conclusions and shortcomings of this study. Paper Framework Part I: Introduction. Mainly elaborates the background of the topic, research purposes, research significance, research methods and paper framework. Part II: Brand positioning theory. This part mainly introduces the theory, method and marketing 4P theory of brand positioning, the factors influencing brand positioning, and the guiding significance of theory to practice. Part three: Luzhou Laojiao brand development review. Four parts: the analysis of the influencing factors of Luzhou Laojiao brand positioning. This part is mainly based on the existing brand positioning of Luzhou Laojiao. It analyzes the factors that should be considered in Luzhou Laojiao brand positioning from four aspects: enterprise resources, consumer demand, liquor industry competition and macroeconomic environment. This part focuses on the application of 4P theory in the process of Luzhou Laojiao brand positioning, the difference analysis of Luzhou Laojiao brand positioning and the implementation effect of brand positioning. Part VI: Research conclusions, research deficiencies and prospects. Based on the analysis of the paper, the conclusion is drawn, which can be used as a reference for the brand positioning of other industries in liquor industry. On this basis, the inadequacy of the research is pointed out. From the analysis of the results of the study, on the one hand, to a great extent, from the perspective of enterprises, market competition pattern and technical level, on the other hand, from sociology, economics, management and marketing to explore brand positioning, the two aspects of research are more limited. Marketing 4P theory is divided into four parts to study liquor positioning. Second, the scope of research is more comprehensive. This study basically covers the whole process of brand positioning, including product attributes, price attributes, sales channel attributes, product promotion attributes and other service attributes, so that the factors of brand positioning are more comprehensive.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.82;F273.2

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