本文關(guān)鍵詞：“東北農(nóng)嫂”品牌形象提升策略研究　出處：《吉林財經(jīng)大學》2017年碩士論文　論文類型：學位論文

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【摘要】：玉米產(chǎn)品的質(zhì)量關(guān)系到消費者的健康,因此人們對其質(zhì)量和安全格外重視,也越來越多的人更加信賴品牌產(chǎn)品。吉林玉米產(chǎn)品企業(yè)應該立足長遠,實施品牌化發(fā)展戰(zhàn)略,向打造“百年品牌”的目標邁進,品牌有了一定的知名度,產(chǎn)品的附加值和競爭力自然也會提升。本文以“東北農(nóng)嫂”玉米作為主要研究對象,通過SWOT分析方法,有針對性地提出了適合“東北農(nóng)嫂”玉米的品牌形象提升的策略,從而促進“東北農(nóng)嫂”玉米品牌化發(fā)展,帶動東北玉米產(chǎn)業(yè)品牌化發(fā)展,達到提升東北玉米產(chǎn)品市場競爭力的目的。提高玉米產(chǎn)品的附加值,可以有效增加吉林省農(nóng)民的收入水平,能迅速推動農(nóng)村人口比例高達44.69%的吉林省的經(jīng)濟增長,因此意義十分重大。本文利用SWOT戰(zhàn)略分析方法,對“東北農(nóng)嫂”在品牌提升涉及的優(yōu)勢、劣勢、機會和威脅進行了全面的分析。在優(yōu)勢方面,“東北農(nóng)嫂”具有原產(chǎn)地效應、銷售網(wǎng)絡(luò)廣、交通運輸網(wǎng)絡(luò)發(fā)達、種植技術(shù)支撐等特點;在劣勢方面,“東北農(nóng)嫂”未認證綠色農(nóng)產(chǎn)品,產(chǎn)品種類相對單一,公司成立時間較短,市場占有率相對較低;在機會方面,不斷出現(xiàn)的食品安全問題使消費者更加青睞于有品牌的產(chǎn)品,通過市場細分起到滿足不同消費群體的需求和擴大市場容量的目的,同時,鮮食玉米行業(yè)有巨大的發(fā)展空間;在威脅方面,其他品牌的玉米對“東北農(nóng)嫂”發(fā)起競爭,頻發(fā)的食品安全問題也影響到消費者對玉米產(chǎn)品的選擇,國家政策也不斷提高食品安全的準入機制。根據(jù)分析結(jié)果,結(jié)合品牌的支撐體系結(jié)構(gòu),提出了“東北農(nóng)嫂”品牌形象提升的對策建議。在“東北農(nóng)嫂”品牌形象的核心層,建議倡導綠色,提倡健康,同時不斷推陳出新,保持活力;在品牌的內(nèi)層方面,政府主導,品牌宣傳,同時利用資源,豐富內(nèi)涵;在品牌的表層方面,利用網(wǎng)絡(luò),拓展渠道,同時借助網(wǎng)絡(luò),提升影響力;在品牌外圍方面,拓寬渠道,提升知名度,同時著眼未來,走國際化道路;在品牌提升保障方面,要做好人力資源保障和制度保障,以保障品牌形象提升策略落到實處。
[Abstract]:Corn product quality is related to the health of consumers, so the quality and safety of attention, more and more people are more trusted brand products. Jilin corn products enterprises should be based on long-term, implement the strategy of brand development, to create a "hundred year brand" goal, the brand has a certain reputation, the added value of products and competitiveness will enhance the natural. This "corn Northeast Agricultural sister-in-law" as the main research object, through the SWOT analysis method, put forward the "corn for Northeast Agricultural sister-in-law" brand image promotion strategy, so as to promote the "Northeast Agricultural sister-in-law" corn brand development, promote industrial brand northeast corn development, to enhance the market competitiveness of products of northeast corn. To improve the additional value of corn products, can effectively increase the income of farmers in Jilin Province, can quickly promote rural The proportion of the population up to 44.69% of the economic growth in Jilin Province, so it is of great significance. This paper use the SWOT strategic analysis of "Northeast Agricultural sister-in-law" in brand promotion involves the advantages, disadvantages, opportunities and threats are analyzed. The advantages, "Northeast Agricultural sister-in-law" with country of origin effect, wide sales network the transportation network developed, planting, technical support and other characteristics; in the inferior aspect, "Northeast Agricultural sister-in-law" certification of green agricultural products, product type is relatively single, the company set up a short time, the market share is relatively low; in terms of opportunities, frequent food safety issues so that consumers prefer brand products meet the needs of different consumer groups, and expand the market capacity, at the same time to the market segmentation, fresh corn industry has huge development space; in the threat, the brand of corn he" Northeast Agricultural sister-in-law "launched the competition, frequent food safety problems also affect the consumers of corn product choice, national policy to improve the access mechanism of food safety. According to the analysis results, combined with the structure of the supporting system of the brand, put forward the" Northeast Agricultural sister-in-law "brand image". The Countermeasures to enhance the core layer in the Northeast Agricultural sister-in-law "brand image, promote green health promotion, suggestions, and constantly, to maintain the vitality of the brand; in the inner layer, the government leading, brand promotion, and use of resources, rich connotation; in terms of brand surface using the network, expand the channels, and enhance the influence of the network, broaden the channels in the peripheral brand; hand, raise awareness, and focus on the future, take the road of internationalization; in the promotion of brand protection, to do a good job in human resources and institutional guarantee, in order to protect the brand image promotion strategy Fall into reality.

【學位授予單位】：吉林財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F323.5

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