LD食品集团品牌策略研究

发布时间：2019-06-11 14:47

【摘要】：众所周知,人们的日常生活离不开食用油,它能够为人体提供所必需的脂肪酸,由此来促进人体脂溶性维生素的吸收。本课题主要是立足于LD食品集团,通过对其生产的植物油品牌现状实施认真的研究,由此来发现企业在实施品牌战略过程中存在的不足和问题,并就品牌知名度和影响力的提高给予相关的解决方法,基于此,来推动LD食品集团食用油产业的可持续发展具有重要意义。本文首先阐明品牌的涵义,同时在这个过程中也对品牌策略的定义进行了说明,再就是对品牌的划分也进行了介绍,还对品牌策略所起的重要作用实施了说明,阐明品牌策略制定的理论依据。在这里重点介绍了PEST理论,波特五力理论、SWOT理论等。重点针对LD集团公司品牌策略环境进行分析。其次,从宏观角度对公司品牌建设过程中,面临的环境进行分析,主要从以下几方面进行。一是政治环境；二是经济环境；三是社会环境；四是技术环境；同时,对整个行业环境进行分析。重点阐明行业发展现状和方向,并对行业竞争结构进行研究分析。然后利用SWOT方法对LD食品集团品牌建设过程的外部机会、内部威胁、内部优势、内部劣势进行研究分析。最后,重点针对LD集团公司品牌策略实施措施和保障进行阐明。LD集团公司品牌策略实施措施主要从以下几个方面加以进行。一是产品策略；二是价格策略；三是渠道策略；四是整合传播策略。针对LD集团公司品牌策略的保障主要从以下两方面加以进行。一是组织保障,二是人力资源保障。随着社会经济和先进工艺的发展,人们的消费思想也发生了很大的转变,他们的品牌意识得到了极大提升,这就使得品牌消费渗入到人们生活的方方面面,所以,企业实施品牌战略不但能够极大地提升其市场占据份额,同时,也可以最大程度地提高企业的效益。我国已经加入WTO,LD食品集团要想在市场上占据一定的位置,就需要开展品牌战略,由此来提升企业的核心竞争力。
[Abstract]:As we all know, people's daily life can not be separated from edible oil, it can provide the necessary fatty acids for the human body, thus promoting the absorption of fat-soluble vitamins. This topic is mainly based on LD Food Group, through the serious study of the current situation of vegetable oil brand produced by it, so as to find out the shortcomings and problems existing in the process of implementing brand strategy. Based on this, it is of great significance to promote the sustainable development of edible oil industry of LD Food Group. This paper first clarifies the meaning of the brand, at the same time, it also explains the definition of the brand strategy, then introduces the division of the brand, and also explains the important role played by the brand strategy. This paper expounds the theoretical basis of brand strategy formulation. In this paper, PEST theory, Porter five-force theory, SWOT theory and so on are introduced in detail. This paper focuses on the analysis of brand strategy environment of LD Group Company. Secondly, from the macro point of view of the company brand building process, facing the environment analysis, mainly from the following aspects. One is the political environment; the other is the economic environment; the third is the social environment; the fourth is the technical environment; at the same time, the whole industry environment is analyzed. This paper focuses on the current situation and direction of industry development, and studies and analyzes the structure of industry competition. Then SWOT method is used to study and analyze the external opportunities, internal threats, internal advantages and disadvantages of LD food group brand building process. Finally, the implementation measures and guarantees of LD group brand strategy are expounded. LD group brand strategy implementation measures are mainly carried out from the following aspects. First, product strategy; second, price strategy; third, channel strategy; fourth, integrated communication strategy. Aiming at the protection of brand strategy of LD Group Company, it is mainly carried out from the following two aspects. One is organizational security, the other is human resources security. With the development of social economy and advanced technology, people's consumption thought has changed greatly, and their brand consciousness has been greatly improved, which makes brand consumption infiltrate into all aspects of people's life. Therefore, The implementation of brand strategy can not only greatly enhance its market share, but also improve the efficiency of enterprises to the greatest extent. In order to occupy a certain position in the market, China has joined WTO,LD Food Group, it needs to carry out brand strategy, so as to enhance the core competitiveness of enterprises.
【学位授予单位】：陕西师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.82

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