宁夏沙湖清真食品有限公司品牌营销研究

发布时间：2019-01-27 11:58

【摘要】：品牌营销是现代企业应对市场竞争,迎合消费者需求,提高利润水平的基础性企业行为。对于清真食品产业而言,由于品牌的市场、价格、形象、地理、人群因素的独特性,清真食品更应重视品牌的营销策略。本文以宁夏沙湖清真食品有限公司(以下简称沙湖公司)为研究对象,通过对品牌营销理论的梳理确定研究领域和路径；确立对企业品牌营销的实践性分析工具,同时,运用SWOT和PEST等分析方法对沙湖公司品牌营销的内外部环境进行了分析。本文认为,沙湖公司在品牌营销方面既有特色鲜明、市场定位准确的优势,也有品牌设计、形象和传播等方面的劣势。因此,沙湖公司应当丰富和优化品牌营销的策略,通过既有品牌的再定位、品牌的设计改进、品牌个性和形象的塑造完善、品牌传播方式的改进,提高沙湖公司品牌营销水平。最后,为使企业品牌营销策略的顺利完成,必须采取切实有效的保障措施,调整优化公司的经营模式,从运营机制上为品牌营销的顺利实施提供宏观制度保障；完善营销组织机构,加强营销团队建设,为品牌营销的顺利实施提供组织和人员保障；加强公司品牌文化建设,凝聚品牌向心力,为品牌营销的顺利实施提供心理保障。
[Abstract]:Brand marketing is the basic enterprise behavior of modern enterprises to cope with market competition, to meet the needs of consumers and to improve the level of profits. For the halal food industry, due to the unique market, price, image, geography and crowd factors of the brand, halal food should pay more attention to the marketing strategy of the brand. This article takes Ningxia Shahu halal Food Co. Ltd (hereinafter referred to as Shahu Company for short) as the research object and determines the research field and path by combing the brand marketing theory. This paper establishes a practical analysis tool for enterprise brand marketing, and analyzes the internal and external environment of brand marketing in Shahu Company by using SWOT and PEST analysis methods. In this paper, the author holds that Shahu Company has the advantages of distinctive characteristics and accurate market positioning in brand marketing, as well as the disadvantages of brand design, image and communication. Therefore, the company should enrich and optimize the strategy of brand marketing, through the re-positioning of the existing brand, brand design improvement, brand personality and image shaping and improvement, brand communication way to improve the brand marketing level of Shahu company. Finally, in order to make the successful completion of the brand marketing strategy, we must take effective safeguard measures, adjust and optimize the business model of the company, and provide macro system guarantee for the smooth implementation of brand marketing from the operation mechanism. Perfect the marketing organization, strengthen the marketing team construction, provide the organization and personnel guarantee for the successful implementation of brand marketing, strengthen the brand culture construction of the company, condense the brand centripetal force, provide the psychological safeguard for the successful implementation of the brand marketing.
【学位授予单位】：宁夏大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F426.82

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