本文選題：品牌建設(shè) + 品牌戰(zhàn)略規(guī)劃��； 參考：《山東理工大學(xué)》2017年碩士論文

【摘要】：當(dāng)前國內(nèi)白酒市場的競爭日益激烈,但是白酒商品又出現(xiàn)了極為嚴(yán)重的同質(zhì)化問題,對于消費者來說,利用品牌來甄選優(yōu)質(zhì)商品成為一個有效途徑。因此,眾多白酒企業(yè)將強(qiáng)化品牌建設(shè)作為企業(yè)發(fā)展的關(guān)鍵,通過品牌資產(chǎn)和價值的塑造形成核心競爭力,以期在市場中能夠脫穎而出。作為白酒企業(yè),SDBDJ以往的品牌建設(shè)策略短期不會失效,然而這種策略的影響大多數(shù)在山東省內(nèi)有效,無法在全國甚至國際上開辟出更大的市場。面對競爭越來越激烈的白酒市場,SDBDJ品牌受到了嚴(yán)重威脅,根本原因在于沒有合理可行、與當(dāng)今市場需求相適應(yīng)的品牌建設(shè)策略,所以,對SDBDJ的品牌建設(shè)策略進(jìn)行調(diào)整和完善已是當(dāng)務(wù)之急。本文以SDBDJ集團(tuán)為研究對象,綜合運用系統(tǒng)分析、文獻(xiàn)研究、調(diào)查研究等方法,提出了SDBDJ公司品牌建設(shè)策略。本文研究內(nèi)容可分為以下四個部分:一是深入分析了品牌及品牌建設(shè)相關(guān)理論知識,為論文研究打下理論基礎(chǔ)。二是實地調(diào)研并分析了SDBDJ品牌建設(shè)的現(xiàn)狀和目前存在的問題。三是運用SWOT工具對SDBDJ品牌建設(shè)的宏觀環(huán)境、行業(yè)環(huán)境、競爭地位進(jìn)行了分析,明確了SDBDJ品牌建設(shè)的內(nèi)部優(yōu)勢和劣勢,外部機(jī)遇和威脅。四是從溝通、文化、營銷、品質(zhì)、維護(hù)、戰(zhàn)略等方面給出了強(qiáng)化品牌建設(shè)的建議,提出組織管理、人力資源、產(chǎn)品創(chuàng)新、文化資源等措施保障品牌建設(shè)的實施。通過本文研究不僅可以解決SDBDJ現(xiàn)存的問題,還可以幫助其加強(qiáng)品牌建設(shè),提高企業(yè)效益,使企業(yè)品牌沖出山東省,走向全國白酒市場,引領(lǐng)魯酒復(fù)興。同時,對其他白酒企業(yè)的品牌建設(shè)也有一定的借鑒意義。
[Abstract]:At present, the competition of domestic liquor market is becoming more and more fierce, but the liquor commodity has appeared the extremely serious homogeneity question again, for the consumer, it is an effective way to select the high quality commodity by using the brand. Therefore, many liquor enterprises will strengthen the brand construction as the key to the development of enterprises, through the creation of brand assets and value to form the core competitiveness, in order to be able to stand out in the market. As a liquor enterprise, SDBDJ's previous brand construction strategy will not fail in the short term. However, the influence of this strategy is mostly effective in Shandong province, and it can not open up a bigger market in the whole country or even in the world. In the face of the increasingly competitive liquor market, SDBDJ brand has been seriously threatened, the fundamental reason is that there is no reasonable and feasible brand construction strategy to meet the needs of today's market, so, It is urgent to adjust and perfect the brand construction strategy of SDBDJ. This paper takes SDBDJ Group as the research object, and puts forward the brand construction strategy of SDBDJ Company by using the methods of system analysis, literature research, investigation and so on. This paper can be divided into the following four parts: first, in-depth analysis of brand and brand building related theoretical knowledge, to lay a theoretical foundation for the paper. Second, the field investigation and analysis of the status quo and existing problems of SDBDJ brand construction. The third is to use SWOT tools to analyze the macro environment, industry environment and competitive position of SDBDJ brand construction, and make clear the internal advantages and disadvantages, external opportunities and threats of SDBDJ brand construction. The fourth is from the communication, culture, marketing, quality, maintenance, strategy and other aspects of strengthening the brand building suggestions, put forward organizational management, human resources, product innovation, cultural resources and other measures to ensure the implementation of brand construction. The research in this paper can not only solve the existing problems of SDBDJ, but also help it to strengthen the brand construction, improve the enterprise benefit, make the enterprise brand rush out of Shandong Province, go to the national liquor market, and lead to the revival of Lu liquor. At the same time, the brand construction of other liquor enterprises also has certain reference significance.
【學(xué)位授予單位】：山東理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F426.82;F273.2

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 張蔚，

本文編號：1865894