宁夏CST公司品牌建设研究

发布时间：2018-05-17 20:17

本文选题：宁夏CST公司 + 品牌建设　；参考：《兰州交通大学》2016年硕士论文

【摘要】：20世纪80年代改革开放到现在,我国许多公司都从注重产品运营转变成了到重视品牌建设、品牌资产运营的时期,开始了一个全新的品牌为胜的竞争时期。近几年,我国公司也出现了产品与营销渠道,以及促销和科学管理等方面大同小异的情况,就算是品牌建设也呈现出了极其类似的情形,这些极为相似的公司运营方式,使品牌营销的效果越来越差,而且还阻碍了企业在品牌建设上的健康成长,使企业的利润越来越低,形成了公司之间的恶性竞争。美国广告方面的学者莱瑞·莱特便提出了:“想要占用市场的唯一道路,便是形成在市场占有一席之地的品牌”。有名气的品牌可以带着很大的附加值展现在受众面前,使人们以新的面貌定位企业在市场中的形象与位置,品牌不单单是让人用来分别产品的一种工具,现在已经发展成了企业十分关键的核心内容,已经成了企业的战略性资源。所以,如果把品牌建设当作是企业区别于其他同行的竞争力的话,那么适当的实施品牌建设计划与策略就会使企业面对市场经济做出有效调整,从而提升企业整体形象与销售能力,取得差别利润和价值,尽而达到拓展企业发展空间的目标。“天下枸杞出宁夏”,宁夏地区是中国枸杞非常有名的原产区域,种植枸杞的时间十分悠久。伴随枸杞前后被引入到了新疆、河北、陕西等一些大中型省份与省区,我国便开始了以枸杞生产为主,以宁夏地区为核心产区,新疆、甘肃、内蒙古、河北等地区为环形的枸杞行业种植发展局面。以上这些区域都开始把枸杞行业当作本地区的特色优势农业进行发展,加强利用了本地区的自然方面有利条件与资源,开始进行专业化、规范化加工,这样便让枸杞干鲜果产量有了很大提高。伴随着枸杞产业化的推广与开展,包括人们对养生保健理念方面的变化,枸杞用法也出现了从“药食同用,医药为主”向“药食同用,以食为主”转变的时期。本文基于对宁夏CST公司的运营现况和其面对的市场竞争,使用了SWOT分析方法对其做了全面解析,道明了公司对于建设自身品牌的重要性和关键意义,并对公司在品牌建设过程中所会遇到的问题从品牌核心价值理论以及品牌定位理论的方面进行全面的分析,最后从分析中找出了相对应的解决方针。综上所述,本文的结论就是:宁夏CST公司要想实现持续经营和发展,必须进行清晰、精准、可行、并且完整的企业品牌建设。本论文是一篇应用研究型的论文,是以相关理论研究为指导的论文,以宁夏CST公司的实际发展情况为指导,最终目的是树立该企业的品牌,结合理论和实际,将宁夏CST公司品牌建设问题以及品牌发展问题深入研究并且讨论。文中涉及的文献研究法、调查法、SWOT分析方法和案例分析法,这四种方法为本论文重点涉及和应用的研究方法。第一部分,本论文是以解决宁夏CST公司面临的实际发展问题为目的,针对宁夏CST公司概况,分别从品牌建设的构成内容方面进行现状分析。第二部分,本论文在亲自搜集并获得了宁夏CST公司的大量第一手资料(包括公司内部的第一手数据、详细资料以及其它相关信息)的基础之上,以大量走访调查为实践方法,得到了许多来自客户的对于宁夏CST公司的意见和看法。诸如此类,上述的第一手资料为本论文对宁夏CST公司品牌建设问题的研究和分析提供了强有力的帮助以及必不可少的重要支撑部分。第三部分,CST公司运用SWOT的分析方法从品牌建设构成内容角度分析了公司在当下环境中的优点、缺点、生存的机遇和存在的危机。从而找出宁夏CST公司品牌建设目标和中长期规划中存在的问题,以及现行品牌建设中存在的品牌渠道建设能力不足、品牌终端形象塑造不够清晰、品牌信息化建设相对滞后、品牌建设规划缺乏系统性、品牌缺乏自我保护意识,没有采取市场活动管理等问题进行研究,从而找出了解决宁夏CST公司品牌建设的对策;完善了CST公司品牌建设的具体对策,品牌定位与设计,品牌推广与传播,品牌维护等。第四部分,企业品牌的建设是需要经历时间洗礼,积累沉淀的,它是一个长期发展、竞争、进步的过程,而CST公司品牌建设的本质需要CST公司严把质量关,以培养客户的偏好度和忠诚度,提升品牌美誉度,在此基础上加强媒体宣传,以提升CST公司品牌的知名度。通过有效的品牌拓展和客户的虚拟体验,增强客户对CST公司的品牌认识和情感体验,加强与目标客户的联系,以吸引更多忠诚的品牌使用者,这是CST公司获得持久利润、走向成功的重要法宝。第五部分,宁夏CST公司的信息化建设需要充分利用网络加强品牌宣传。电子商务的时代,由于互联网的使用,CST公司的信息化程度也在发生变革。信息化建设是一个新的概念,在互联网时代,它开始广泛的被应用,并且许多企业都对此都有深入研究,并加以利用使其为企业实现目标,CST公司也应该抓住这次机会,提高公司知名度最后,通关本论文的各项分析,宁夏CST公司如果要完成公司的持续经营和稳健发展,必须要有准确、完整、可行、详尽的企业品牌建设,为完成宁夏CST公司可持续发展做坚强的后盾。
[Abstract]:Since the reform and opening up in 1980s, many companies in our country have changed from the emphasis on product operation to brand building and brand equity operation, and a brand new period of competition has begun. In recent years, our company has also appeared the product and marketing channel, as well as promotion and scientific management. Even if the brand construction is very similar, these very similar company operations make the effect of brand marketing worse and worse, and it also hinders the healthy growth of the enterprise in the brand building, makes the profit of the enterprise lower and lower, and forms the vicious competition between the companies. Larry Wright put forward: "the only way to take up the market is a brand that has a place in the market." a famous brand can be displayed in front of the audience with a lot of added value, so that people can locate the image and position of the enterprise in the market with a new look. The brand is not only a separate product. A tool, which has now developed into a key core content of the enterprise, has become a strategic resource of the enterprise. So, if the brand construction is regarded as the competitiveness of the enterprise, the proper implementation of the brand construction plan and strategy will make the enterprise adjust effectively to the market economy, so that the enterprise will make an effective adjustment, so that the enterprise will make effective adjustment to the market economy. To improve the overall image and sales capacity of the enterprise, to achieve the difference of profit and value, and to achieve the goal of expanding the development space of the enterprise. "The world wolfberry out of Ningxia", the Ningxia region is a very famous Chinese wolfberry native region, the time of planting Chinese wolfberry is very long. With the introduction of wolfberry in Xinjiang, Hebei, Shaanxi and some other big middle Provinces and provinces, China began to take the production of wolfberry as the main production, Ningxia region as the core production area, Xinjiang, Gansu, Inner Mongolia, Hebei and other regions for the development of the development of the circle of Chinese wolfberry industry. These areas have started to develop the wolfberry industry as the characteristic of the local region, and strengthen the use of the natural side of the region. With the favorable conditions and resources, the production of the dried fruit of wolfberry has been greatly improved. With the promotion and development of the industrialization of Chinese wolfberry, it includes the changes in the concept of health care and health care. The use of Chinese wolfberry has also emerged from "the same use of medicine, medicine and medicine" to "the same use, the food as the main food". Based on the current situation of the operation of Ningxia CST company and the market competition it faces, this paper makes a comprehensive analysis by using the method of SWOT analysis to clarify the importance and key significance of the company for the construction of its own brand, and the core value theory and product of the brand in the process of brand building. A comprehensive analysis is made in the aspects of the theory of brand positioning. Finally, the corresponding solutions are found out from the analysis. To sum up, the conclusion of this paper is that, in order to achieve sustainable management and development, the Ningxia CST company must carry out a clear, accurate, feasible and complete enterprise brand construction. The thesis is guided by the relevant theoretical research, guided by the actual development of the Ningxia CST company. The final aim is to establish the brand of the enterprise, combine theory and practice, and deeply study and discuss the problem of brand building and brand development of the Ningxia CST company. The literature research method, the investigation method, the SWOT analysis method and the case study involved in this paper. The analysis method, these four methods are the research methods of the focus and application of this paper. The first part, this paper is aimed at solving the actual development problems faced by the Ningxia CST company. According to the general situation of Ningxia CST company, the present situation is analyzed from the content of the brand construction. The second part, this thesis is collected and obtained in person. On the basis of a large number of first-hand information (including first hand data, detailed information and other related information within the company), the CST company of Ningxia has received many views and views on Ningxia CST from customers by a large number of visits, such as this, the first hand of this paper to Ningxia CST The research and analysis of the problem of company brand building provides strong help and essential support. In the third part, CST company uses SWOT analysis method to analyze the company's advantages, shortcomings, survival opportunities and existing crisis in the present environment from the content of brand construction to find out the CST public in Ningxia. As well as the problems existing in the construction of the brand and the medium and long term planning of the company, as well as the shortage of brand channel construction in the current brand construction, the lack of clear brand terminal image, the relative lag of brand information construction, the lack of systematic brand construction planning, the lack of awareness of the brand self protection and the lack of market activity management, etc. The problem is studied to find out the countermeasures to solve the brand construction of Ningxia CST company, and improve the concrete countermeasures of brand building of CST company, brand positioning and design, brand promotion and dissemination, brand maintenance, etc., in the fourth part, the construction of enterprise brand needs time baptism and accumulation, it is a long-term development, competition and progress. Process, and the essence of CST company brand building requires CST company to strict quality, in order to cultivate customer's preference and loyalty, enhance brand reputation, on this basis, strengthen media publicity in order to enhance the reputation of CST company brand. Through effective brand expansion and customer's virtual experience, enhance customer awareness of the brand of CST company and Emotional experience, strengthening contact with target customers, to attract more loyal brand users, is an important magic weapon for CST company to gain lasting profits and success. In the fifth part, the information construction of Ningxia CST company needs to make full use of the network to strengthen brand publicity. The era of electronic business, the use of the Internet, CST company's letter Information construction is also changing. Information construction is a new concept. In the Internet era, it has been widely used, and many enterprises have studied it deeply and made use of it to achieve the goal of the enterprise. CST company should also seize this opportunity, improve the company's popularity, and pass through the analysis of this paper. If Ningxia CST company is to complete the continuous management and steady development of the company, we must have accurate, complete, feasible and detailed enterprise brand construction, and make a strong backing for the sustainable development of Ningxia CST company.
【学位授予单位】：兰州交通大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F273.2;F426.82

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