基于市场定位视角的乳制品品牌价值创造研究

发布时间：2018-01-15 15:33

本文关键词：基于市场定位视角的乳制品品牌价值创造研究　出处：《吉林农业大学》2014年硕士论文　论文类型：学位论文

【摘要】：乳业在欧洲以及一些世界发达国家是一个历史悠久的行业，与西方发达国家不同的是，我国乳制品行业还处于发展起步阶段。随着我国经济的发展乳制品受到宏观环境的正向影响，加之乳制品企业的坚持和努力，使得乳制品行业在中国这片沃土上从曾经的“弱质产业”成为了现今被公认的“朝阳产业”，2011年乳制品业被列入《当前国家重点鼓励发展的行业、产品和技术目录》。在以品牌建设、经营与管理为主导的现今市场经济大环境下，越来越多的企业发现了品牌带来的巨大的战略空间和效益，使得品牌价值得到广大认识，乳制品业也不例外。以蒙牛为例，从建立伊始的名不见经传到后来稳坐乳制品行业第二把交椅，以至于后来受到“三聚氰胺”事件的波及能够迅速调整恢复，品牌的影响力发挥了不可忽视的作用。本文有针对性的对国内外有关文献进行研究，并从中发现，企业经营品牌的目的便是为企业带来各种溢价，品牌及其所带来的价值是其核心竞争力的体现。本文从品牌市场定位的视角出发，对乳制品行业的现状、乳制品品牌价值的影响因素进行了简要的分析，通过品牌市场定位提出乳制品品牌价值提升的方法和途径，并与知名乳企品牌的成功定位相结合进行对比分析，最终得出基于市场定位视角创造乳制品品牌价值的过程。
[Abstract]:Dairy industry in Europe and some developed countries in the world is a long history of the industry, and Western developed countries are different. The dairy industry of our country is still in the initial stage of development. With the development of our economy, dairy products are positively affected by the macro environment, together with the persistence and efforts of dairy enterprises. The dairy industry has become the "sunrise industry" from the "weak industry" in the fertile soil of China. In 2011, the dairy industry was listed as "the current national key to encourage the development of the industry." In the current market economy environment dominated by brand building, management and management, more and more enterprises have discovered the huge strategic space and benefits brought by the brand. The brand value has been widely recognized, dairy industry is no exception. Mengniu as an example, from the beginning of the establishment of the name is not known to later stable dairy industry second place. As a result of the melamine incident, the impact of the brand played an important role. This paper studies the relevant literature at home and abroad and finds out that the purpose of enterprise brand management is to bring a variety of premiums for the enterprise. Brand and the value it brings is the embodiment of its core competitiveness. From the perspective of brand market positioning, this paper makes a brief analysis of the current situation of dairy industry and the influencing factors of dairy brand value. Through the brand market positioning put forward the dairy products brand value promotion method and approach, and combine with the famous milk enterprise brand success localization to carry on the contrast analysis. Finally, based on the market positioning perspective to create dairy brand value process.
【学位授予单位】：吉林农业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.82;F273.2

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