湖南FLY生态农业有限公司品牌战略研究

发布时间：2018-06-07 22:27

本文选题：品牌 + 农产品品牌战略　；参考：《湘潭大学》2015年硕士论文

【摘要】：当今时代,是一个品牌制胜的时代。在激烈的市场竞争环境下,企业要想满足不断变化的顾客需求,让自己的产品与众不同,创造出不同的需求偏好,获得更多的竞争优势,需要求助于品牌的影响力。我们看到汽车、服装、房地产等各大领域都有大企业大品牌的身影,唯独我们天天要入口的农副产品,却鲜有知名品牌。农产品弱差异性的特性,容易导致竞争高度同质化,而品牌就能使我们的农产品脱颖而出。民以食为天,食品安全也呼唤农产品品牌化。国家历年对三农问题高度重视,出台了不少有利于农业发展的政策,给农产品品牌化带来巨大的政策空间,农业及农产品正迎来它发展的大好时机。本文以湖南FLY生态农业有限公司为研究对象,旨在探索其品牌建设的路径和方法。本文分为五个部分:第1章主要介绍论文研究背景和意义,并对相关文献、研究方法和内容进行了阐述;第2章介绍了农产品品牌战略的相关理论、核心内容等;第3章在介绍研究对象总体基本情况后,运用SWOT分析法和个案分析法来阐述该公司实施品牌战略的必要性;第4章是重点,在明确指导思想,确立目标前提下,构建了研究对象的品牌战略模型,并分别在公司品牌定位、品牌识别、品牌模式选择、品牌延伸策略、品牌传播与推广、品牌维护等几个方面进行设计,为公司勾勒了一幅较为完整的品牌发展蓝图;第5章则从组织、制度、监督、企业文化四大方面为品牌战略实施提出了保障措施。本文希望通过对湖南FLY生态农业有限公司的品牌战略研究,帮助企业进一步明晰企业品牌发展战略,扩大企业的知名度和品牌的美誉度,形成核心竞争力,实现持续稳健发展的目标。同时也希望给中小型农业企业的品牌建设以借鉴。
[Abstract]:Today, is a brand winning era. In the fierce market competition environment, if enterprises want to meet the ever-changing customer needs, make their products different, create different demand preferences and obtain more competitive advantages, they need to turn to the influence of the brand. We see cars, clothing, real estate and other areas have large enterprises and big brands, but we want to import every day of the agricultural sideline products, but few well-known brands. The weak difference of agricultural products easily leads to a high degree of homogeneity of competition, and the brand can make our agricultural products stand out. People take food as the day, food safety also calls for the brand of agricultural products. The country has attached great importance to the issue of agriculture, rural areas and farmers over the years, and issued many policies conducive to the development of agriculture, which has brought huge policy space to the branding of agricultural products, and agriculture and agricultural products are ushered in a good opportunity for its development. The purpose of this paper is to explore the way and method of brand construction in Hunan FLY Ecological Agriculture Co., Ltd. This paper is divided into five parts: chapter 1 mainly introduces the research background and significance of the paper, and describes the relevant literature, research methods and content, chapter 2 introduces the relevant theory of agricultural product brand strategy, core content, etc. Chapter 3, after introducing the general situation of the research object, uses SWOT analysis method and case analysis method to expound the necessity of implementing the brand strategy of the company. The brand strategy model of the research object is constructed and designed in the aspects of brand positioning, brand identification, brand mode selection, brand extension strategy, brand communication and promotion, brand maintenance and so on. The fifth chapter puts forward the guarantee measures for the implementation of brand strategy from four aspects: organization, system, supervision and corporate culture. Through the brand strategy research of Hunan flash Ecological Agriculture Co., Ltd., this paper hopes to help enterprises to further clarify the brand development strategy, expand the reputation of enterprises and brand reputation, and form the core competitiveness. To achieve the goal of sustained and steady development. At the same time also hope to give small and medium-sized agribusiness brand construction to draw lessons from.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F273.2;F324

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