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快速消费品品牌建设的阶段性研究

发布时间:2018-07-29 09:51
【摘要】: 快速消费品行业竞争正处在一个从价格竞争向品牌竞争过渡的阶段。各快速消费品生产厂家都已经意识到,没有品牌,就没有发言权,消费者也不会对自己的产品产生忠诚,企业将举步维艰。因此,众多企业纷纷开始品牌建设工作,但由于经验的缺乏,往往投入大量人力、物力,却达不到预期的效果。 通过分析和调研,发现很多快速消费品企业在品牌建设过程中,存在种种问题,有些企业认为品牌就是简单的视觉因素构成,因此片面追求产品包装、口号的设计;有些企业认为品牌就是广告,因此将大量资金投入到报纸、电视广告,所有这些行为,在一定程度上促进了品牌的提升,也是品牌建设所需要的,但他们忽略了一个事实,那就是任何一个真正的品牌,如可口可乐、宝洁日化等国外百年品牌,他们的建立都不是一蹴而就的,这中间有必然的规律去遵循。 国内外研究发现,通过对品牌资产各构成要素:品牌认知度、品牌知名度、品牌忠诚度和品牌联想度的建立,满足消费者对品牌的心理需求,消费者对某一品牌认知度高、知名度高的产品,产生消费忠诚,促使了品牌的发展和成熟,因此,品牌资产的构成要素就是品牌建设的影响因素,品牌建设就是要逐步建立各品牌资产构成要素,根据对消费者的心理研究,这需要分阶段来进行。 第一,品牌的创建阶段,在这一阶段,主要重点是建立品牌资产要素中的品牌认知度,通过产品形象设计和渠道推广,使产品在目标市场拥有较高的覆盖率,销售渠道的各个环节积极地销售产品,消费者对产品的形象、包装较为认同,对推广活动感兴趣,愿意尝试购买,从而完成消费者对产品的初步接触。 第二,品牌的发展阶段,在这一阶段,主要重点是建立品牌资产要素中的品牌知名度,通过有效的广告宣传及公关活动,使品牌形象在目标市场的消费者心目中得以加深,消费者对这个品牌和生产厂家开始认同,在选择性购买时,能够将此品牌排在靠前的位置。 第三,品牌的巩固阶段,在这一阶段,主要重点是建立品牌资产要素中的品牌忠诚度,通过对质量的控制及各环节忠诚度的培养,使产品的质量持续保持高品质,企业员工珍惜爱护并忠诚于这个品牌,经销商忠诚地销售这个品牌,消费者愿意长期使用这个品牌。 第四,品牌的延伸阶段,在这一阶段,主要重点是建立品牌资产要素中的品牌联想度,进行品牌的延伸。主品牌产品经过长期培养,在市场稳定,忠诚度较高的基础上,借助主品牌的影响力,开发新产品,满足市场不同需求。 本文的主旨就是为了让相关企业认识到,品牌建设不是一蹴而就的,打造一个具有生命力的品牌,就要踏踏实实地走好每一步,做好每一个阶段该做的工作,最终,通过有目标、有阶段的推进,使品牌资产扩大,品牌建设得以完善。
[Abstract]:Fast-moving consumer goods industry competition is in a transition from price competition to brand competition. FMCG manufacturers have realized that without a brand, no voice, no consumer loyalty to their products, companies will struggle. Therefore, many enterprises have begun to build brand, but because of the lack of experience, they often invest a lot of manpower and material resources, but can not achieve the desired results. Through analysis and investigation, it is found that many FMCG enterprises in the process of brand building, there are a variety of problems, some enterprises think that brand is a simple visual factor composition, so one-sided pursuit of product packaging, slogan design; Some companies think that brands are advertising, so they put a lot of money into newspapers, TV ads, all of which, to some extent, promote the brand, and it's what brand building needs, but they ignore the fact. That is any real brand, such as Coca-Cola, Procter & Gamble, and other hundred years of foreign brands, their establishment is not overnight, there is an inevitable rule to follow. Domestic and foreign studies have found that the establishment of brand equity elements: brand awareness, brand loyalty and brand association to meet the psychological needs of consumers to the brand, consumers have a high degree of recognition of a brand. The products with high popularity produce consumption loyalty and promote the development and maturity of the brand. Therefore, the constituent elements of brand equity are the influence factors of brand construction, and brand construction is to gradually establish the constituent elements of each brand asset. According to the psychological study of consumers, this needs to be carried out in stages. First, the brand creation stage, in which the main focus is to establish brand awareness in the elements of brand equity, and to make the product have high coverage in the target market through product image design and channel promotion. Each link of the sales channel actively sells the product, the consumer agrees with the image of the product, the packaging is more approbation, is interested in the promotion activity, is willing to try to buy, thus completes the consumer to the product preliminary contact. Second, brand development stage, in this stage, the main focus is to establish brand awareness in the elements of brand equity, through effective advertising and public relations activities, the brand image in the target market consumers can be deepened. Consumers have come to agree with the brand and manufacturers that they can put the brand at the top of the list when it comes to selective buying. Thirdly, the stage of brand consolidation, in which the main focus is to establish brand loyalty in the elements of brand equity, and to maintain the high quality of products through quality control and cultivation of loyalty in various links. Enterprise employees cherish and loyal to this brand, dealers faithfully sell this brand, consumers are willing to use the brand for a long time. Fourth, the brand extension stage, in this stage, the main emphasis is to establish the brand association degree in the brand asset element, carries on the brand extension. The main brand product after a long period of cultivation, on the basis of market stability and high loyalty, with the help of the influence of the main brand, to develop new products to meet the different needs of the market. The purpose of this paper is to make the relevant enterprises realize that brand building is not accomplished overnight. To build a viable brand, we must take every step in a down-to-earth manner, do a good job in every stage, and finally, Through the goal, the stage advancement, causes the brand equity to expand, the brand construction can consummate.
【学位授予单位】:北京交通大学
【学位级别】:硕士
【学位授予年份】:2009
【分类号】:F273.2

【引证文献】

相关硕士学位论文 前2条

1 柳张洁;大理啤酒品牌提升研究[D];云南大学;2010年

2 翟振波;快速消费品企业的核心竞争力评价及策略研究[D];黑龙江八一农垦大学;2012年



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