本文選題：品牌經(jīng)營 + 整合營銷�。� 參考：《湖南大學》2008年碩士論文

【摘要】： 大米作為中國人的傳統(tǒng)主食,已經(jīng)有5000多年歷史。世界上超過6億的人口把大米作為主食或經(jīng)常食用。以前大米市場是屬于粗放型的,隨著廣大人民群眾生活質(zhì)量與水平的不斷提高,米業(yè)也開始發(fā)生質(zhì)變:從過去單一的注重溫飽功能轉(zhuǎn)向注重口感、營養(yǎng)、健康、精細化等多功能。雖然現(xiàn)在一大批全國性的米業(yè)品牌或區(qū)域性大米品牌不斷的出現(xiàn),但是目前大米行業(yè)還沒有出現(xiàn)真正意義上的、系統(tǒng)性的進行大米品牌經(jīng)營的企業(yè),大米市場競爭還處與低級競爭階段�！懊褚允碁樘�,食以糧為先”,正是這個巨大而又尋常的產(chǎn)品市場,長期以來沒有引起消費者的重視,大米市場及其品牌運作也一直被營銷界所遺忘。隨著人們生活質(zhì)量和品牌意識的提高,快速消費品企業(yè)已經(jīng)逐漸開始關(guān)注對傳統(tǒng)食品有效進行品牌經(jīng)營。 本文主要以湖南金霞糧食產(chǎn)業(yè)有限公司大米產(chǎn)品品牌經(jīng)營為研究藍本,對大米品牌經(jīng)營進行了探討分析。論文首先對國內(nèi)外關(guān)于品牌觀的發(fā)展過程以及品牌經(jīng)營所需基本要素等相關(guān)理論進行了系統(tǒng)回顧。在理論回顧的基礎(chǔ)上,簡要闡述了中國品牌建設(shè)以及大米行業(yè)品牌建設(shè)發(fā)展歷程。進而,通過對大米行業(yè)整體分析以及各個層次的競爭對手與金霞公司進行比較,提煉出了行業(yè)品牌經(jīng)營特點,總結(jié)了金霞自身的優(yōu)劣勢。最后確立了米業(yè)公司品牌整體發(fā)展規(guī)劃,包括品牌定位、品牌名稱、品牌核心理念、品牌形象等。同時考慮品牌規(guī)劃的可操作性,根據(jù)金霞的自身資源條件以及社會大環(huán)境,制定了貼合米業(yè)公司的整合營銷實施方案,并對其品牌管理與控制提出了針對性的建議。 本文對類似大米行業(yè)的快速消費品,提供了參考借鑒作用。
[Abstract]:As the traditional staple food of Chinese people, rice has a history of more than 5000 years. More than 600 million people in the world use rice as a staple or regular food. In the past, the rice market was extensive. With the continuous improvement of the quality and level of life of the broad masses of the people, the rice industry began to undergo qualitative changes: from a single emphasis on food and clothing to a focus on taste, nutrition, and health, Refinement and other functions. Although a large number of national rice brands or regional rice brands continue to appear, at present, there are no real, systematic enterprises operating rice brands in the rice industry. Rice market competition is still in the lower stage of competition. It is this huge and ordinary product market that has not attracted the attention of consumers for a long time. The rice market and its brand operation have also been forgotten by the marketing circles. With the improvement of people's quality of life and brand awareness, FMCG enterprises have begun to pay attention to the effective brand management of traditional food. Based on the brand management of rice products of Hunan Jinxia Grain Industry Co., Ltd. Firstly, this paper systematically reviews the related theories about the development of brand concept and the basic elements of brand management at home and abroad. On the basis of theoretical review, this paper briefly expounds the development course of brand construction and brand building in rice industry in China. Then, through the whole analysis of rice industry and the comparison between the competitors of each level and Jinxia Company, the characteristics of brand management of the industry are extracted, and the advantages and disadvantages of Jinxia itself are summarized. Finally, it establishes the overall development plan of the brand, including brand positioning, brand name, brand core concept, brand image and so on. At the same time, considering the operability of brand planning, according to Jinxia's own resource condition and social environment, this paper formulates the implementation plan of integrated marketing of the company, and puts forward some suggestions for its brand management and control. This paper provides a reference for the fast moving consumer goods similar to rice industry.
【學位授予單位】：湖南大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F273.2

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本文編號：1968905