本文關(guān)鍵詞：四特酒品牌建設(shè)研究　出處：《南昌大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

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【摘要】：白酒是中國(guó)所獨(dú)有、具有悠久歷史和文化的傳統(tǒng)產(chǎn)品,自古以來(lái),白酒業(yè)就是中國(guó)經(jīng)濟(jì)的一個(gè)支柱產(chǎn)業(yè),在社會(huì)中扮演著特殊而重要的角色。隨著市場(chǎng)經(jīng)濟(jì)的深入,中國(guó)白酒行業(yè)的競(jìng)爭(zhēng)已經(jīng)從“量”的競(jìng)爭(zhēng),“質(zhì)”的競(jìng)爭(zhēng),上升到“品牌”競(jìng)爭(zhēng)的高度,品牌是企業(yè)差異化戰(zhàn)略最全面的體現(xiàn),品牌的差異化是白酒個(gè)性發(fā)展的核心。 本文主要以四特酒有限責(zé)任公司為例,通過(guò)對(duì)四特品牌的具體診斷剖析、對(duì)比四特品牌與國(guó)內(nèi)其它著名品牌的差異,系統(tǒng)闡釋了四特品牌建設(shè)的個(gè)性訴求、核心價(jià)值、品牌定位等獨(dú)特根本所在,并以此歸納提出四特品牌發(fā)展整合的探索性方案,希望在四特品牌全國(guó)化戰(zhàn)略實(shí)施的關(guān)鍵轉(zhuǎn)型期為四特公司的末來(lái)品牌發(fā)展提供科學(xué)的決策依據(jù)。 本文也希望通過(guò)四特品牌建設(shè)個(gè)案分析來(lái)透視區(qū)域強(qiáng)勢(shì)白酒全國(guó)化品牌戰(zhàn)略建設(shè)的路徑、差異化香型市場(chǎng)競(jìng)爭(zhēng)的品牌策略,為白酒行業(yè)其它差異化香型及全國(guó)其它區(qū)域性地方品牌的做大做強(qiáng)提供借鑒和啟示,以期推動(dòng)中國(guó)白酒業(yè)的良性競(jìng)爭(zhēng)和發(fā)展!
[Abstract]:Liquor is a unique traditional product with a long history and culture in China. Since ancient times, liquor industry has been a pillar industry of Chinese economy. It plays a special and important role in the society. With the deepening of market economy, the competition of Chinese liquor industry has risen from "quantity" competition, "quality" competition to "brand" competition. Brand is the most comprehensive embodiment of enterprise differentiation strategy, and brand differentiation is the core of liquor personality development. This article mainly takes the four special wine limited liability company as the example, through the concrete diagnosis analysis to the four special brands, contrasts the four special brands and the domestic famous brand difference, has explained the four special brand construction individuality appeal systematically. The core value, brand positioning and other unique fundamental, and to sum up the four special brand development and integration of the exploratory plan. It is hoped that the key transformation period of the implementation of the national strategy of the four special brands will provide scientific basis for the brand development in the future. This article also hopes that through the four special brand construction case analysis to perspective the regional strong liquor national brand strategy construction path, the differentiated flavor market competition brand strategy. In order to promote the healthy competition and development of liquor industry in China, it can be used for reference and inspiration for other different flavor types of liquor industry and other regional local brands in China.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.82
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本文編號(hào)：1401703