本文關(guān)鍵詞： 綠色營銷 品牌戰(zhàn)略 羅牛山 二維度模型　出處：《天津大學(xué)》2008年碩士論文　論文類型：學(xué)位論文

【摘要】： 現(xiàn)代的全球市場(chǎng)競(jìng)爭(zhēng)就是品牌與品牌之間的較量,品牌與品牌之間的交鋒。這是一場(chǎng)聲勢(shì)浩大的品牌之戰(zhàn),而在競(jìng)爭(zhēng)中取勝的標(biāo)志仍是品牌。因此必須運(yùn)作全球范圍的品牌,而在目前形勢(shì)下,中國企業(yè)要想做成國際化的品牌還存在著諸多的困難與問題,但中國企業(yè)只能迎難而上別無選擇。 雖然在國際化進(jìn)程中遇到重重阻力,羅牛山農(nóng)產(chǎn)品品牌運(yùn)用基于綠色營銷的品牌戰(zhàn)略必將為攫取更大市場(chǎng)份額做出巨大貢獻(xiàn)。 本論文基于綠色營銷理念及品牌生態(tài)管理思想,對(duì)羅牛山現(xiàn)有品牌戰(zhàn)略進(jìn)行分析,確定了企業(yè)新的品牌發(fā)展定位及發(fā)展戰(zhàn)略,使得企業(yè)在日趨激烈的國際化競(jìng)爭(zhēng)中能夠立于不敗之地。 本論文詳細(xì)探討了羅牛山集團(tuán)品牌的發(fā)展?fàn)顩r,在定性分析與定量分析的基礎(chǔ)上,結(jié)合我國農(nóng)產(chǎn)品培育現(xiàn)狀及國際競(jìng)爭(zhēng)形勢(shì),提出了基于綠色營銷理念的羅牛山品牌戰(zhàn)略目標(biāo)及定位。在詳細(xì)分析羅牛山品牌發(fā)展影響因素的基礎(chǔ)上,構(gòu)建了品牌競(jìng)爭(zhēng)力二維評(píng)價(jià)模型,對(duì)羅牛山品牌的競(jìng)爭(zhēng)力及環(huán)境適應(yīng)力進(jìn)行了評(píng)價(jià),為對(duì)策研究提供了依據(jù);最后提出了符合羅牛山發(fā)展實(shí)際的農(nóng)產(chǎn)品品牌戰(zhàn)略實(shí)施對(duì)策。
[Abstract]:The modern global market competition is the competition between brand and brand, the battle between brand and brand. This is a great battle of brand. The symbol of winning in the competition is still the brand. Therefore, it is necessary to operate the global brand, and under the current situation, there are still many difficulties and problems for the Chinese enterprises to become an international brand. But Chinese companies have no choice but to face the odds. Although there are many obstacles in the process of internationalization, the brand strategy of LuoNiushan agricultural products based on green marketing will make a great contribution to grabbing a larger market share. Based on the concept of green marketing and brand ecological management, this paper analyzes the existing brand strategy of Luo Niushan, and determines the new brand development positioning and development strategy. So that enterprises in the increasingly fierce international competition can be in an invincible position. This paper discusses the development of LuoNiushan brand in detail, on the basis of qualitative analysis and quantitative analysis, combined with the cultivation of agricultural products in China and the international competition situation. This paper puts forward the strategic objectives and positioning of LuoNiushan brand based on the concept of green marketing. Based on the detailed analysis of the factors affecting the brand development of LuoNiushan, a two-dimensional evaluation model of brand competitiveness is constructed. The competitiveness and environmental adaptability of LuoNiushan brand are evaluated, which provides the basis for countermeasure research. Finally, the paper puts forward the implementation countermeasures of agricultural product brand strategy in line with the actual development of Luo Niushan.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F274;F273.2

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 陳國慶;紅旗嶺農(nóng)場(chǎng)品牌戰(zhàn)略研究[D];黑龍江大學(xué);2011年

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本文編號(hào)：1492943