四特酒品牌国际化战略构想

发布时间：2018-06-07 03:25

本文选题：品牌 + 品牌国际化　；参考：《江西财经大学》2012年硕士论文

【摘要】：随着经济的发展,消费者的保健意识越来越强烈,啤酒、红酒等低度数、更健康酒类饮品得到越来越多消费者的喜爱,外来洋酒也在不断冲击着我国白酒消费市场,国产白酒在酒类消费中的比重日益下降。在这种背景下,有条件的知名白酒企业走品牌国际化之路势在必行,然而,成功走出去的白酒品牌寥寥无几,这与在中国大行其道的洋酒形成鲜明反差。在这种背景下,对国内白酒的品牌国际化研究就成为当下的重大课题。然而,对五粮液的研究国内学者研究较多,针对四特酒的研究仍是一片空白。尽管四特酒走向国际化品牌确实还有很长的一段路要走,但没有哪一个品牌强大到无法被挑战,没有哪一个企业弱小到不能去竞争。四特酒近几年推出的四特东方韵高频率的出现在各大媒介上,其主动攻打市场之心路人皆知,东方韵的命名及品牌形象宣传也颇具国际化韵味。未来十年四特酒走出国门,走向国际化的舞台是必然趋势。本文以品牌框架作为理论支撑,品牌框架由品牌名称、品牌质量、品牌定位、品牌传播这四部分构成。要走品牌国际化道路,必须要有能叫得响的名字,消费者用着好的质量,针对特定消费者喜好的品牌定位(包括形象设计、包装设计)和行而有效的广告与活动,以这四个方面为主要内容进行品牌的战略化管理,这就是完整的品牌框架理论。全文共分五大部分。第一部分是引言,主要是对本选题的研究背景和意义,以及研究难点和创新点进行论述。第二部分对品牌国际化的相关理论进行综述,提出品牌框架理论。第三部分主要针对中国白酒行业概况与出口情况进行概述。第四部分分为四个小部分,分别对品牌名称国际化、品牌形象国际化、品牌定位国际化、品牌传播国际化进行分析,各部分结合各自领域国内外知名酒类的成功与失败的案例进行分析研究,运用对比研究法对四特酒的品牌国际化建设方案提出见解。第五大部分的研究则在第四大部分的基础上,以品牌框架理论为指导思想,提出四特酒品牌国际化实现的战略思想,以及具体实施要点,为中国白酒品牌国际化道路提供一些可行性意见。研究结果表明：四特酒打造品牌国际化需要分两步走。首先,用两年时间实施品牌全国化；第二步,在未来十年时间里,实施品牌国际化。
[Abstract]:With the development of economy, consumers' awareness of health care is becoming stronger and stronger. Beer, red wine and other low-grade, more and more healthy alcoholic drinks are being loved by more and more consumers. Foreign wine is also constantly impacting the liquor consumption market in China. The proportion of domestic liquor in liquor consumption is decreasing day by day. Under this background, it is imperative for qualified famous liquor enterprises to take the road of brand internationalization. However, few liquor brands have successfully gone out, which is in sharp contrast to the popular foreign wine in China. In this context, the brand internationalization of domestic liquor has become a major issue. However, there are more researches on Wuliangye in China, and the research on Sijie Liquor is still a blank. Although it is true that there is still a long way to go towards international brands, no single brand is too strong to be challenged, and no enterprise is too weak to compete. The high frequency of the four special oriental rhymes introduced by the four special wines in recent years appears in the major media, and its active attack on the market is well known, and the naming and brand image propaganda of the Oriental rhyme are also of international charm. In the next ten years, it is an inevitable trend for four special wines to go out of the country and go to the stage of internationalization. This paper takes the brand framework as the theoretical support, which consists of four parts: brand name, brand quality, brand positioning and brand communication. In order to take the road of brand internationalization, we must have a name that can be called, consumers must use good quality, brand positioning (including image design, packaging design) and line and effective advertising and activities for specific consumer preferences. The strategic management of brand is based on these four aspects, which is the complete brand framework theory. The paper is divided into five parts. The first part is the introduction, mainly discusses the research background and significance of this topic, as well as the research difficulties and innovation points. The second part summarizes the related theories of brand internationalization and puts forward the brand framework theory. The third part is mainly about the general situation and export of liquor industry in China. The fourth part is divided into four parts. It analyzes the internationalization of brand name, the internationalization of brand image, the internationalization of brand positioning, and the internationalization of brand communication. Each part analyzes and studies the success and failure of famous wines in their respective fields, and puts forward some opinions on the brand internationalization construction scheme of four special wines by using the method of comparative research. On the basis of the fourth part, the fifth part of the study, with the brand framework theory as the guiding ideology, put forward the four special liquor brand internationalization strategy, as well as the specific implementation points, To provide some feasible suggestions for the internationalization of Chinese liquor brands. The results show that: four special liquor brand internationalization needs to be divided into two steps. First, two years to implement brand nationalization; second, in the next 10 years, brand internationalization.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F426.82

【参考文献】