五常大米品牌建设研究

发布时间：2018-04-20 18:54

  本文选题：五常大米 + 品牌建设　； 参考：《东北农业大学》2016年硕士论文

【摘要】：当今时代的经济社会综合实力竞争已发展成为品牌竞争,用品牌定位终端产品在经济社会中的地位,牢固在市场中的位置,是新经济时期的经济领域竞争方式和渠道。新经济时期下“品牌战”,特别是农产品的品牌战已成为无可厚非的市场竞争。大米是农产品中的重要组成部分之一,市场成交量大,种类繁多,市场深度大,但是在市场上,全国著名的大米品牌确实鲜有人知,国内大米市场同质化竞争让消费者无从选择。五常大米作为拥有地域商标的品牌应该怎样适应日渐白热化的市场竞争,如何完成基础品牌的升级进位,如何成功的从陈次滥品充斥的低端市场向精品高端市场的过度是多数地域大米不可回避的沉疴。本研究从五常市大米品牌建设的发展背景和意义出发,把与关系到大米品牌建设的理论和相关国内外研究进行整合;对五常市大米品牌建设的基本状况进行介绍,并联系五常市实际,梳理五常市大米品牌建设历程,总结出大米品牌整合力度仍需加强、大米品牌重点突出差别化、品牌大米的米质要求逐渐提高、品牌形象维护意识差、品牌文化内涵挖掘不足等现状。运用大量调研统计数据对“五常大米”品牌建设进行了差异化SWOT分析,从企业视角对五常市大米品牌建设进行分析,指出其目前存在的优势与劣势,与其面临的挑战及威胁,然后针对“五常大米”品牌提升战略选择进行了全面分析和探讨,最后从整合“五常大米”品牌、加强品牌推广力度、促进产品质量监督、维护品牌形象与塑造品牌文化几个方面进行品牌建设的优化。
[Abstract]:Nowadays, the competition of economic and social comprehensive strength has developed into brand competition. It is the mode and channel of competition in the economic field in the new economic period to use the brand to locate the position of the terminal product in the economic society and firmly to hold the position in the market. In the new economic period, brand war, especially the brand war of agricultural products, has become a market competition. Rice is one of the most important components of agricultural products. The market has a large volume, variety and depth. But in the market, the famous rice brands throughout the country are rarely known. Domestic rice market homogenization competition makes consumers have no choice. How should Wuchang Rice, as a brand with a regional trademark, adapt to the growing competition in the market, and how to complete the upgrading of the base brand? How to successfully change the low-end market from the overloaded low-end market to the high-end market is the inevitable disease of rice in most regions. Based on the background and significance of rice brand construction in Wuchang City, this study integrates the theories related to rice brand construction and related domestic and foreign studies, and introduces the basic status of rice brand construction in Wuchang City. According to the reality of Wuchang City, the paper summarizes the history of rice brand construction in Wuchang City, and concludes that the integration of rice brand still needs to be strengthened, the emphasis of rice brand is differentiated, the requirement of rice quality of brand rice is gradually raised, and the consciousness of brand image maintenance is poor. The brand culture connotation excavates the insufficiency and so on present situation. This paper analyzes the brand construction of "Wuchang Rice" by using a large number of investigation and statistics data, analyzes the brand construction of Wuchang rice from the perspective of enterprise, and points out its advantages and disadvantages, and the challenges and threats it faces. Then, the paper makes a comprehensive analysis and discussion on the strategic choice of "Wuchang Rice" brand promotion. Finally, it integrates the "Wuchang Rice" brand, strengthens the promotion of the brand, and promotes the supervision of product quality. Maintain brand image and mold brand culture to optimize brand construction.
【学位授予单位】：东北农业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F273.2;F323.5
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本文编号：1779023