【摘要】： 品牌是企業(yè)的核心資產(chǎn),是附加在產(chǎn)品和服務(wù)上的價值,在市場營銷戰(zhàn)略中起著重要的作用,是連接產(chǎn)品過去與將來的橋梁。如何創(chuàng)造和培育一個品牌將給企業(yè)帶來巨大的挑戰(zhàn)。 本論文從品牌的理論出發(fā),以青島啤酒為案例,分析了青島啤酒品牌發(fā)展的歷程和策略。論文首先引入了品牌的概念,著重說明了品牌要素的概念和品牌資產(chǎn)的意義;其次,從企業(yè)生存、發(fā)展、結(jié)構(gòu)、競爭力、形象五個方面闡述了品牌建立對于中國企業(yè)的重要意義;然后,對于青島啤酒的品牌發(fā)展歷程做了詳細(xì)的描述,包括品牌歷史、品牌要素、品牌定位、品牌擴張和品牌文化;接下來從市場容量、發(fā)展趨勢和競爭環(huán)境三個角度分析了中國啤酒市場的整體狀況;同時,重點闡述了青島啤酒品牌營銷的相關(guān)策略,包括產(chǎn)品策略、定價策略、渠道策略、品牌傳播和國際化發(fā)展等方面;最后對于青島啤酒品牌的未來發(fā)展做出了有益的探索。 本論文對青島啤酒的品牌研究,不僅對青島啤酒具有借鑒意義,對其它快速消費品企業(yè)也同樣具有參考作用。
[Abstract]:Brand is the core asset of the enterprise and the value added to the product and service. It plays an important role in the marketing strategy and is the bridge between the past and the future of the product. How to create and cultivate a brand will bring great challenges to enterprises. Based on the theory of brand, taking Tsing Tao Beer as a case, this paper analyzes the history and strategy of the brand development of Tsing Tao Beer. First of all, the paper introduces the concept of brand, focusing on the concept of brand elements and the significance of brand equity; Secondly, from five aspects of enterprise survival, development, structure, competitiveness and image, this paper expounds the importance of brand building for Chinese enterprises; Then, it describes the history of Tsing Tao Beer's brand development in detail, including brand history, brand elements, brand positioning, brand expansion and brand culture. Then the overall situation of China's beer market is analyzed from three aspects: market capacity, development trend and competitive environment. At the same time, focus on Tsing Tao Beer brand marketing strategy, including product strategy, pricing strategy, channel strategy, brand communication and international development, etc. The research on Tsing Tao Beer's brand not only has reference significance to Tsing Tao Beer, but also to other fast moving consumer goods enterprises.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F426.82

【引證文獻】

相關(guān)期刊論文 前1條

1 畢長江;;淺析青島啤酒的國際投資及其理論[J];淮海工學(xué)院學(xué)報(人文社會科學(xué)版);2012年20期

相關(guān)碩士學(xué)位論文 前4條

1 朱躍;青島啤酒物流系統(tǒng)運作管理決策研究[D];天津大學(xué);2010年

2 陳克江;白酒品牌定位研究[D];西南財經(jīng)大學(xué);2010年

3 畢泗勝;品牌生態(tài)系統(tǒng)的構(gòu)建對策研究[D];山東財經(jīng)大學(xué);2012年

4 許光英;啤酒品牌形象因素結(jié)構(gòu)研究[D];寧波大學(xué);2012年

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本文編號：2414188