农大红牌葡萄酒的品牌建设
发布时间：2018-11-27 15:20
【摘要】： 运用了品牌建设的相关理论对一个实有品牌“农大红牌葡萄酒”的品牌建设问题进行了分析探讨。品牌建设问题是当前比较热门的话题,但是就我国葡萄酒的实际情况来说,品牌建设还比较落后。本文运用了品牌冰山、品牌金字塔、品牌建设的长期营销机制、需求层次理论等模型就农大红的品牌建设进行了详细分析。从挖掘品牌核心价值入手,到品牌的文化总结,外界环境、目标市场、企业价值链分析,最后设计出品牌培育构架。因为本文涉及的是一个实际的品牌建设问题,所以着重在于从实际情况出发,尤其从企业及市场实际情况出发,探寻了品牌建设的实际运作。文中还谈到了实际中可能遇到的资金实力、广告设计等一些常见的问题,给出了相关的解决方案,力求做到可操作性。
[Abstract]:Based on the theory of brand construction, this paper analyzes and discusses the brand construction of a real brand "Nongda Red Wine". Brand construction is a hot topic at present, but as far as the actual situation of Chinese wine is concerned, brand construction is still relatively backward. In this paper, the brand iceberg, brand pyramid, long-term marketing mechanism of brand construction, demand hierarchy theory and other models are used to analyze the brand construction of Nongdahong in detail. From mining brand core value to brand culture summary, external environment, target market, enterprise value chain analysis, finally design brand cultivation framework. Because this article involves a practical brand construction problem, it focuses on exploring the actual operation of brand construction from the point of view of the actual situation, especially from the actual situation of the enterprise and the market. The paper also discusses some common problems, such as fund strength, advertisement design and so on, which may be encountered in practice, and gives some relevant solutions to achieve maneuverability.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F426.82
本文编号：2361273
[Abstract]:Based on the theory of brand construction, this paper analyzes and discusses the brand construction of a real brand "Nongda Red Wine". Brand construction is a hot topic at present, but as far as the actual situation of Chinese wine is concerned, brand construction is still relatively backward. In this paper, the brand iceberg, brand pyramid, long-term marketing mechanism of brand construction, demand hierarchy theory and other models are used to analyze the brand construction of Nongdahong in detail. From mining brand core value to brand culture summary, external environment, target market, enterprise value chain analysis, finally design brand cultivation framework. Because this article involves a practical brand construction problem, it focuses on exploring the actual operation of brand construction from the point of view of the actual situation, especially from the actual situation of the enterprise and the market. The paper also discusses some common problems, such as fund strength, advertisement design and so on, which may be encountered in practice, and gives some relevant solutions to achieve maneuverability.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F426.82
【引证文献】
相关硕士学位论文 前1条
1 李晓红;吉林省华信葡萄酒厂帕尼弗洛冰酒营销策划方案[D];吉林大学;2010年
，本文编号：2361273
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