恒大冰泉品牌重塑策略研究
发布时间：2021-02-16 03:06
近年来,随着中国经济的不断增长,生活水平不断提高,人们越来越重视生活的质量和日常用品的品质,对其要求也越来越高,因此消费者对以水为主的快消品的需求量也逐步上升。当前,国内的纯净水消费逐步升级,瓶装饮用水市场的竞争日益激烈,几乎每年都会有新的品牌映入眼帘,健康饮用水的市场日趋激烈。作为恒大旗下的高端品牌,恒大冰泉瓶装矿泉水依托实力雄厚的恒大集团在这场激烈的市场竞争之中,通过借助名人效应来塑造品牌、使用多种传播媒介增大宣传力度等途径,迅速在海内外已经占据了一定的市场份额,但是仍存在着没有品牌个性和品牌文化、品牌诉求不明确、资产难以成型等多方面的问题。本文以恒大冰泉为例,通过介绍恒大集团的发展历程和恒大冰泉品牌的发展进程,了解其企业的内部文化和品牌营销,分析其品牌重塑的策略及优化,探究其营销策略中的不足之处并进行深入分析,为恒大冰泉在瓶装饮用水市场中的发展提供理论依据。针对恒大冰泉品牌存在的问题,本论文以凯勒的基于顾客的品牌资产模型为理论框架,围绕强势品牌创建的四个步骤,提出了恒大冰泉品牌重塑策略,包括重建品牌识别系统,品牌重新定位以及整合品牌传播。首先,通过建立品牌识别系统,获得广泛的顾客...
【文章来源】：广东外语外贸大学广东省
【文章页数】：81 页
【学位级别】：硕士
【文章目录】：
ABSTRACT
摘要
1.Introduction
1.1 Background
1.1.1 Mineral Water Industry Background
1.1.2 Evergrande Brand Development Background
1.2 Research Structure And Content
1.3 Research Methods
1.3.1 Literature Research Method
1.3.2 Field Study Method
1.4 Research Significance
2.Literature Review
2.1 Brand Equity Theory and Keller's Brand Equity Model Based on Consumers
2.1.1 Brand Equity Theory
2.1.2 Keller's Brand Equity Model Based On Consumers
2.2 Brand Recognition Theory
2.3 Brand positioning Theory
2.4 Integrated Brand Communication
3.Evergrande Spring Case Description
3.1 The Introduction of Evergrande Group
3.2 The development of Evergrande Spring
3.2.1.The Start-Up Stage
3.2.2 The Adjustment Stage
3.2.3.Post-Evergrande Stage
3.3 The Brand Building Process of Evergrande Spring
3.3.1 Using The Opportunity of Winning The Championship to Launch A NewBrand
3.3.2 Using Celebrity Effect to Build Brand
3.3.3 Using Advertisement to Improve Brand Recognition
3.3.4 Using A Variety of Media to Strengthen Brand Equity
3.4 Brand Marketing Status Quo of Evergrande Spring Enterprises
3.4.1 Popularity Decline
3.4.2 Low Brand Recognition
3.4.3 Low Market Occupancy and Sales Decline
4.Problems in Brand Building of Evergrande Springs
4.1 Analysis of Internal and External Environment
4.1.1 Analysis of External Environment
4.1.2 Analysis of Internal Environment
4.2 Analysis of Evergrande Spring Brand Strategy
4.2.1 Brand Positioning Issues
（1）The Location of Transmission Is Ambiguous
（2）Product Positioning Is Inconsistent with Brand Positioning
4.2.2 Brand Recognition Issues
4.2.3 Integrated Brand Communication Problem
5.Strategy and Optimization of Evergrande Spring Rebranding
5.1 Rebuild The Brand Recognition System
5.1.1 Target Customer Positioning Strategy
5.1.2 Increase Brand Depth Through Adaptive Product Recognition
5.1.3 Build Local High-End Water Brand And Focus On Brand Width
5.1.4 Create A Unique Brand
5.1.5 Build Brand Symbol And Improve Brand Recognition
5.2 Brand Repositioning
5.2.1 Industry Environment Analysis,Looking For Common Ground
5.2.2 Differentiation Concept Definition and Emphasis on The Differences
5.3 Brand Communication Integration
5.3.1 Integrate Brand Communication And Guide Positive Brand Response
5.3.2 Establish A Customer-Brand Resonance Relationship by Relying On BrandCommunication
6.Conclusion
Reference
【参考文献】：
期刊论文
[1]连云港家得福超市物流配送问题及对策的研究[J]. 韩璧如. 河南科技. 2018(20)
本文编号：3036038
【文章来源】：广东外语外贸大学广东省
【文章页数】：81 页
【学位级别】：硕士
【文章目录】：
ABSTRACT
摘要
1.Introduction
1.1 Background
1.1.1 Mineral Water Industry Background
1.1.2 Evergrande Brand Development Background
1.2 Research Structure And Content
1.3 Research Methods
1.3.1 Literature Research Method
1.3.2 Field Study Method
1.4 Research Significance
2.Literature Review
2.1 Brand Equity Theory and Keller's Brand Equity Model Based on Consumers
2.1.1 Brand Equity Theory
2.1.2 Keller's Brand Equity Model Based On Consumers
2.2 Brand Recognition Theory
2.3 Brand positioning Theory
2.4 Integrated Brand Communication
3.Evergrande Spring Case Description
3.1 The Introduction of Evergrande Group
3.2 The development of Evergrande Spring
3.2.1.The Start-Up Stage
3.2.2 The Adjustment Stage
3.2.3.Post-Evergrande Stage
3.3 The Brand Building Process of Evergrande Spring
3.3.1 Using The Opportunity of Winning The Championship to Launch A NewBrand
3.3.2 Using Celebrity Effect to Build Brand
3.3.3 Using Advertisement to Improve Brand Recognition
3.3.4 Using A Variety of Media to Strengthen Brand Equity
3.4 Brand Marketing Status Quo of Evergrande Spring Enterprises
3.4.1 Popularity Decline
3.4.2 Low Brand Recognition
3.4.3 Low Market Occupancy and Sales Decline
4.Problems in Brand Building of Evergrande Springs
4.1 Analysis of Internal and External Environment
4.1.1 Analysis of External Environment
4.1.2 Analysis of Internal Environment
4.2 Analysis of Evergrande Spring Brand Strategy
4.2.1 Brand Positioning Issues
（1）The Location of Transmission Is Ambiguous
（2）Product Positioning Is Inconsistent with Brand Positioning
4.2.2 Brand Recognition Issues
4.2.3 Integrated Brand Communication Problem
5.Strategy and Optimization of Evergrande Spring Rebranding
5.1 Rebuild The Brand Recognition System
5.1.1 Target Customer Positioning Strategy
5.1.2 Increase Brand Depth Through Adaptive Product Recognition
5.1.3 Build Local High-End Water Brand And Focus On Brand Width
5.1.4 Create A Unique Brand
5.1.5 Build Brand Symbol And Improve Brand Recognition
5.2 Brand Repositioning
5.2.1 Industry Environment Analysis,Looking For Common Ground
5.2.2 Differentiation Concept Definition and Emphasis on The Differences
5.3 Brand Communication Integration
5.3.1 Integrate Brand Communication And Guide Positive Brand Response
5.3.2 Establish A Customer-Brand Resonance Relationship by Relying On BrandCommunication
6.Conclusion
Reference
【参考文献】：
期刊论文
[1]连云港家得福超市物流配送问题及对策的研究[J]. 韩璧如. 河南科技. 2018(20)
本文编号：3036038
本文链接：https://www.wllwen.com/jingjilunwen/fangdichanjingjilunwen/3036038.html
