泰国ATL食品公司品牌营销战略研究

发布时间：2021-01-21 10:02

　　品牌塑造是品牌成长的关键战略指标。品牌即是无形资产,又为公司实现其财务目标,声誉和客户忠诚度带来额外收益。本研究的重点是通过对Aui Tek Lee Food或ATL Food的案例研究来分析品牌的营销策略以强化品牌。该公司是位于泰国当地的中小型企业（SME）的初创公司,该品牌尚未广为人知,因此本论文试图帮助ATL Food改善整合提出品牌营销策略,以强化品牌和优化利润。本文的主要目的是研究品牌的趋势,迎接挑战和抓住机遇。本研究侧重于分析并探讨公司的当前实践情况以及品牌营销对销售和盈利能力的整体营销的影响。了解公司在品牌营销和利润优化方面所面临的问题。作者使用定性研究和二级信息来源。这项研究包含了数据库各种各样的课程、访谈、观察、归档调查和学术研究。作者亦检索了近10年来与品牌相关的各种不同主题的论文,研究报告,文章和书籍。本文从学术角度对品牌识别、品牌定位、品牌营销方法、品牌资产衡量和品牌管理等重要主题,确定了一些分析,找出问题并提出解决方案。该研究分为两个部分,即理论框架和实证部分。理论框架将提供论文方法学上的一些概念。这些概念框架可以帮助提供解决方案并为公司提出合适的建议。支持性... 

【文章来源】：上海外国语大学上海市 211工程院校 教育部直属院校

【文章页数】：132 页

【学位级别】：硕士

【文章目录】：
Acknowledgements
摘要
Abstract
Chapter One Introduction
    1.1 Research Background, Purpose and Significance
        1.1.1 Research Background
        1.1.2 Research Purpose
        1.1.3 Research Significance
    1.2 Domestic and Foreign Literature Review on Similar Topics
        1.2.1 Domestic Literature Review
        1.2.2 Foreign Literature Review
    1.3 Research Content and Question
        1.3.1 Research Structure
        1.3.2 Research Questions and Sub Question
    1.4 Research Methodology and Innovation
        1.4.1 Research Methodologies
        1.4.2 Innovation
Chapter Two Theoretical Framework
    2.1 Strategic Brand Management Process
        2.1.1 Identify and Establish Brand Positioning and Value
        2.1.2 Plan and Implement Brand Marketing Programs
        2.1.3 Measure and Interpret Brand Performance
        2.1.4 Grow and Sustain Brand Equity
    2.2 The Kapferer Brand Identity Prism
        2.2.1 Physique
        2.2.2 Personality
        2.2.3 Culture
        2.2.4 Relationship
        2.2.5 Reflection
        2.2.6 Self-image
    2.3 Keller’s Brand Equity Model
        2.3.1 Salience
        2.3.2 Performance and Imagery
        2.3.3 Judgment and Feeling
        2.3.4 Resonance
Chapter Three Environment Analysis of ATL Food
    3.1 External Environment
    3.2 Introduction of ATL Food
        3.2.1 Brief Introduction
        3.2.2 Sale and Revenue Report
    3.3 Recent Action of ATL Food
        3.3.1 Product
        3.3.2 Pricing
        3.3.3 Marketing Promotion Strategy
        3.3.4 Distribution
        3.3.5 Communication
Chapter Four Brand Analysis of ATL Food
    4.1 The Kapferer Brand Identity Prism
        4.1.1 Physique
        4.1.2 Personality
        4.1.3 Culture
        4.1.4 Relationship
        4.1.5 Reflection
        4.1.6 Self-image
    4.2 Identifying Brand Positioning
        4.2.1 Target Market
        4.2.2 Identify Competition
    4.3 Brand Problem Related to Brand Management
        4.3.1 Low level of Brand Positioning in the Market
        4.3.2 Low skill to create and Measure the Effectiveness of Brand Equity
        4.3.3 Un-efficiency of Brand Marketing Program
Chapter Five Solution Suggestion
    5.1 Establish Brand Positioning and Value to define Brand Differentiation
        5.1.1 Points-of-Parity Association
        5.1.2 Points-of-Difference Association
        5.1.3 Brand Mantra Model
    5.2 Create and Measure Brand Equity
        5.2.1 Brand Resonance Model
        5.2.2 Brand Audit
        5.2.3 Brand Tracking
    5.3 Create Efficiency of Brand Marketing Program
        5.3.1 B2B vs. B2C Branding
        5.3.2 Propose of Marketing Programs
Chapter Six Implementation Supports
    6.1 Improve in Human Resource Management
    6.2 Improve in Financial Management
    6.3 Improve in Distributor Management
Chapter Seven Conclusion
    7.1 Conclusion
    7.2 Research Limitation
    7.3 Direction for Future Research
References



本文编号：2990953