本文選題：品牌策略 + 品牌傳播　； 參考：《廣東財經(jīng)大學》2017年碩士論文

【摘要】：當前,我國飲料市場品類繁多、競爭異常激烈,舊品牌市場份額隨時面臨被新品牌搶占的壓力,企業(yè)只有做到“好產(chǎn)品、巧定位、強營銷”,才能在激烈的競爭中占得一席之地,T公司就是這么一家在細分市場上暫時穩(wěn)居龍頭位置的果醋飲料企業(yè),T公司的定位宗旨是“不與強者競爭、只與弱者競爭”,獨特的定位獲得了巨大的成功。然而,T公司的發(fā)展也面臨著增長乏力、銷售區(qū)域單一、受眾群體狹小等發(fā)展問題。本文通過對T公司品牌策略的環(huán)境進行分析,通過SWOT等分析工具的運用,綜合分析T公司品牌策略的內(nèi)、外部環(huán)境。通過多種工具的分析,為T公司品牌策略的制定與執(zhí)行提供了理論和實踐。本文重點在品牌形象、品牌渠道、品牌傳播、品牌延伸四個方面去分析T公司的品牌策略現(xiàn)狀及遇到的問題,結(jié)合品牌策略的內(nèi)、外部環(huán)境,提出較為全面的優(yōu)化建議及保障措施。當前,T公司已經(jīng)成為國內(nèi)最大的醋飲料生產(chǎn)企業(yè),是醋飲料行業(yè)的領軍者。自1997年上市以來,T公司定位在佐餐飲料,倡導健康佐餐的理念,十幾年來始終專一專注,又不斷致力于研發(fā)更安全、更健康、更優(yōu)質(zhì)的產(chǎn)品,陳醋飲料目前已經(jīng)發(fā)展到了第五代。2007年,經(jīng)歷了多年的研發(fā),蘋果醋飲料隆重上市。T公司專注飲食健康,在不斷的創(chuàng)新中,開創(chuàng)了佐餐飲料的新局面。本文通過對T公司品牌策略的闡述與討論,運用相關(guān)的理論分析及評價,指出T公司的成功與不足之外。在對T公司品牌策略的研究與優(yōu)化過程中,可以學習到T公司優(yōu)秀的品牌策略經(jīng)驗,對于一般初創(chuàng)企業(yè)在建立品牌、品牌管理方面都具有較好的指導意義。
[Abstract]:At present, there are many kinds of beverage market in our country, the competition is extremely fierce, the market share of the old brand is faced with the pressure of being preempted by the new brand at any time. Enterprises can only do "good products, skillful positioning, strong marketing". In order to occupy a place in the fierce competition, T Company is such a fruit vinegar beverage company that temporarily occupies a leading position in the market segment. Its aim is "not to compete with the strong, but only to compete with the weak." Unique positioning has been a great success. However, the development of T Company also faces the problems of weak growth, single sales area, narrow audience and so on. Through the analysis of the environment of T company brand strategy and the application of SWOT and other analysis tools, this paper comprehensively analyzes the internal and external environment of T company brand strategy. Through the analysis of various tools, it provides the theory and practice for the formulation and execution of T Company's brand strategy. This paper focuses on the brand image, brand channel, brand communication, brand extension to analyze the current situation of T company's brand strategy and problems encountered, combined with the internal and external environment of brand strategy, Put forward more comprehensive optimization suggestion and safeguard measure. At present, the company has become the largest vinegar beverage manufacturer in China, is the leader in vinegar beverage industry. Since it went on sale in 1997, the company has focused on food drinks and advocated the concept of healthy food. It has been dedicated to developing safer, healthier and better products for more than ten years. In 2007, after many years of research and development, Apple Cider Vinegar beverage listed on the market. T company focused on healthy diet, in the continuous innovation, opened up a new situation of food drinks. Based on the analysis and evaluation of T Company's brand strategy, this paper points out the success and deficiency of T Company. In the process of researching and optimizing the brand strategy of T Company, we can learn the excellent experience of brand strategy of T Company, which has good guiding significance for the general start-up enterprise in establishing brand and brand management.
【學位授予單位】：廣東財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F273.2;F426.82

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本文編號：1787775