本文關(guān)鍵詞：“北冰洋”品牌的重生與提升研究　出處：《中央民族大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 老字號 北冰洋 品牌 復(fù)出 提升

【摘要】："北冰洋"公司全名北京市北冰洋食品公司,是一家中華老字號品牌,公司成立于1936年,主營汽水、果汁飲料、冷食、熟食、罐頭等產(chǎn)品,曾經(jīng)在二十世紀(jì)七、八十年代風(fēng)靡全北京,伴隨北京一代人的成長。上世紀(jì)九十年代隨著國企引進(jìn)外資的浪潮,北冰洋與百事可樂公司簽訂合作協(xié)議后,品牌逐漸淡出市場,消失在人們的視線中。到2010年,合同到期,由北京市一輕控股公司進(jìn)行品牌回購,經(jīng)過一番精心策劃,"北冰洋"汽水于2011年又重新出現(xiàn)在人們面前。從發(fā)展前景和市場反饋來看,飲料行業(yè)競爭激烈,發(fā)展空間狹小,而消費(fèi)者對恢復(fù)北冰洋品牌產(chǎn)品的呼聲很高,所以恢復(fù)生產(chǎn)重新上市的壓力可見一斑。經(jīng)過精心運(yùn)作,"北冰洋"汽水在北京市場上又出現(xiàn)了供不應(yīng)求的局面。本文主要采用案例研究方法,首先從品牌入手,論述了品牌管理的內(nèi)容以及老字號品牌管理存在的問題,接著分析了北冰洋品牌發(fā)展歷史、品牌重建與品牌現(xiàn)狀,并把北冰洋品牌與國內(nèi)其他老字號品牌的優(yōu)劣勢進(jìn)行了對比分析,最后提出了以品牌提升為目標(biāo)的運(yùn)營改善方案,對其他類似企業(yè)提供參考價(jià)值。本文研究的主要內(nèi)容包括:第一,從北冰洋飲料公司內(nèi)部和行業(yè)兩個(gè)角度,依次分析提升老字號品牌的關(guān)鍵策略;第二,從公司運(yùn)營層面即產(chǎn)品研發(fā)、生產(chǎn)管理、銷售管理、財(cái)務(wù)管理與信息化管理、品牌宣傳等方面進(jìn)行重點(diǎn)剖析,分析品牌提升成功的重點(diǎn);第三,從飲料行業(yè)層面,研究整體行業(yè)發(fā)展趨勢,在此基礎(chǔ)上研究本公司及產(chǎn)品在飲料行業(yè)中的優(yōu)劣和劣勢。找到提升老品牌競爭力的途徑。本文研究結(jié)論如下:第一,提升老字號品牌的關(guān)鍵策略在于創(chuàng)新,如形象創(chuàng)新,經(jīng)營模式創(chuàng)新,產(chǎn)品特色創(chuàng)新等;第二,需要從運(yùn)營各環(huán)節(jié)入手,做出有前瞻性的判斷,大膽嘗試各種新模式;第三,做出自己的特色,不跟風(fēng),不媚俗,充分發(fā)揮企業(yè)深厚文化內(nèi)涵的作用。本文不足之處:第一,對同行業(yè)其他公司的了解,多數(shù)來源于網(wǎng)站和其他一些市場層面上的了解,對于同行業(yè)其他公司具體的經(jīng)營數(shù)據(jù)掌握不多,本公司與同行業(yè)其他公司之間的對比只限于少數(shù)一些指標(biāo),不能詳盡地進(jìn)行對比研究。第二,從長遠(yuǎn)來看,"北冰洋汽水"在北京市場的成功復(fù)出有利于公司縮小與國際飲料公司的差距,增強(qiáng)在全國乃至國際市場上的競爭能力。但是,由于復(fù)出的時(shí)間比較短,在打開全國市場上面相對較弱。第三,快速消費(fèi)品行業(yè)涉及的范圍很廣,存在的問題也很多,但是受限于本人研究能力不足,專業(yè)知識不強(qiáng),導(dǎo)致問題的研究不夠深入。
[Abstract]:"Arctic Ocean" full name Beijing Arctic Food Company, is a Chinese brand, established in 1936, the main soda, juice drinks, cold food, cooked food, canned and other products. It was popular throughout Beijing on 20th century and 80s, following the growth of a generation in Beijing. In -10s, with the wave of foreign investment in state-owned enterprises, the Arctic Ocean signed a cooperation agreement with PepsiCo. Brand gradually fade out of the market, disappear in the line of sight. To 2010, the contract expires, by a light holding company in Beijing brand repurchase, after some careful planning. In 2011, the "Arctic Ocean" soda reappeared in front of people. From the perspective of development prospects and market feedback, the beverage industry competition is fierce, the development space is narrow. But the consumer to restore the Arctic Ocean brand product is very high, so the pressure to resume production re-market can be seen. After careful operation. The "Arctic Ocean" soda water in the Beijing market has been in short supply. This paper mainly uses the method of case study, starting with the brand. This paper discusses the content of brand management and the problems existing in the brand management of established brands, and then analyzes the history of brand development, brand reconstruction and brand status quo in the Arctic Ocean. And the Arctic brand and other domestic brands of the advantages and disadvantages of the comparative analysis, finally put forward a brand upgrading as the goal of the operation improvement plan. The main contents of this paper are as follows: first, from the internal and industrial perspectives of the Arctic beverage company, the key strategies to promote the brand of old brands are analyzed in turn; Second, from the company's operational level, namely product development, production management, sales management, financial management and information management, brand publicity and other aspects of the analysis, analysis of the success of brand promotion. Third, from the beverage industry level, the overall industry development trend. On this basis, we study the advantages and disadvantages of the company and its products in the beverage industry. Find ways to improve the competitiveness of the old brand. The conclusions of this study are as follows: first, the key strategy to promote the old brand is innovation. Such as image innovation, business model innovation, product characteristics innovation; Second, we need to start from the operation of various links, make forward-looking judgments, bold to try a variety of new models; Third, make their own characteristics, do not follow the trend, not vulgar, give full play to the role of deep cultural connotations of enterprises. The shortcomings of this paper: first, the understanding of other companies in the same industry. Most come from the website and other market level understanding, for the same industry and other companies specific management data is not much, the comparison between our company and other companies in the same industry is limited to a few indicators. Second, in the long run, the successful return of "Arctic soda" in the Beijing market will help the company narrow the gap with international beverage companies. Enhance the competitiveness in the national and even international markets. However, due to the short time to return, the opening of the national market is relatively weak. Third, the FMCG industry involves a wide range. There are many problems, but limited by my research ability is not enough, professional knowledge is not strong, leading to the problem is not deep enough.
【學(xué)位授予單位】：中央民族大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F426.82;F273.2

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相關(guān)期刊論文 前1條

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本文編號：1378188