本文選題：中原咖啡品牌　切入點：星巴克咖啡品牌　出處：《西南大學》2013年碩士論文　論文類型：學位論文

【摘要】：作為來自越南的在華留學生,筆者論文中所指國內(nèi)均指越南,國外則均指越南之外的國家,也包括中國。論文考察的對象“中原咖啡”也是越南國內(nèi)的著名咖啡品牌。 作為世界三大飲料作物之首,咖啡是世界貿(mào)易總量最大出口農(nóng)產(chǎn)品之一。越南咖啡種植產(chǎn)業(yè)已有百多年發(fā)展歷史,咖啡出口總額占國內(nèi)農(nóng)業(yè)生產(chǎn)總值的10%,成為國家主要出口農(nóng)產(chǎn)品,咖啡產(chǎn)業(yè)發(fā)展對越南國家經(jīng)濟發(fā)展貢獻巨大。目前,越南已成為僅次于巴西的世界第二大咖啡出口國。越南咖啡出口量已占世界咖啡出口總量的30%,但其出口額只占世界咖啡出口總額的10%,主要原因在于90%的越南咖啡是沒有品牌的生咖啡豆。當代市場競爭中,市場競爭已經(jīng)步入“品牌競爭”階段,“打造品牌”,實施“品牌戰(zhàn)略”成為企業(yè)在國際市場獨占鰲頭的法寶。然而,當面臨前所未有競爭壓力的同時,品牌更需要的是維護與保養(yǎng)。品牌維護是品牌戰(zhàn)略實施中的一項重要的工作。作為越南第一咖啡品牌,中原咖啡的發(fā)展大力帶動了整個咖啡產(chǎn)業(yè)發(fā)展。就中原咖啡品牌維護進行研究有利于中原咖啡維護國內(nèi)市場份額、穩(wěn)步征服海外市場,對越南咖啡產(chǎn)業(yè)可持續(xù)發(fā)展有重大意義,對越南其他企業(yè)創(chuàng)建品牌有所啟示。 本文堅持理論與實踐相結合,綜合運用了文獻研究、數(shù)據(jù)梳理、案例分析及SWOT分析法。本文首先回顧品牌及咖啡品牌相關研究文獻,在第二章內(nèi)容提出品牌維護戰(zhàn)略的相關概念以及星巴克案例分析,為實證分析提供理論基礎與經(jīng)驗借鑒；本文第三章通過數(shù)據(jù)梳理就越南咖啡市場及越南中原咖啡品牌維護策略進行實證分析,主要著重中原咖啡品牌市場定位、產(chǎn)品戰(zhàn)略、定價戰(zhàn)略、分銷渠道、整合營銷傳播渠道設計等方面進行探討。再通過SWOT模型分析,本文對中原咖啡品牌維護策略提出SO、WO、ST、WT戰(zhàn)略建議。其中,SO策略,中原進行細分市場,將市場細分成不同消費群體,從而充分開發(fā)國內(nèi)市場、征服海外市場；WO策略,改進分段價格的不足并采取統(tǒng)一價格、加強管理分銷渠道成員、加強人力資源管理：ST策略,進行產(chǎn)品差異化、多樣化品牌傳播渠道、采取Showroom營銷形式；WT策略,加強公司與咖啡種植者之間的關系、有效地擴大零售分銷渠道。
[Abstract]:As an overseas student from Vietnam, I refer to Vietnam as a reference to both domestic and foreign countries, including China.
As the world's three largest beverage crops. Coffee is one of the world's total trade. The largest export of agricultural products in more than 100 years history of Vietnamese coffee planting industry has, total exports of coffee accounted for 10% of gross domestic agricultural production, agricultural products become the main export countries, coffee industry development of Vietnam national great contributions to economic development. At present, Vietnam has after Brazil became the world's second largest exporter of coffee. Vietnamese coffee exports accounted for 30% of the total exports of coffee in the world, but its exports accounted for only 10% of the world's total coffee exports, the main reason is that 90% Vietnamese coffee is no brand coffee beans. The contemporary market competition, market competition has entered the brand competition "stage," brand "," brand strategy "has become a magic weapon for enterprises at the top of the international market. However, when confronted with hitherto unknown pressure of competition at the same time, The brand is in need of more maintenance. Brand maintenance is an important part of the implementation of brand strategy in Vietnam. As a first brand of coffee, coffee and vigorously promote the development of the Central Plains of the coffee industry development. On the Central Plains coffee brand maintenance is conducive to the maintenance of the Central Plains coffee in the domestic market share steadily conquer oversea markets, have the great significance to the sustainable development of Vietnam coffee industry in Vietnam, other companies to create brand of inspiration.
On the combination of theory and practice in this paper, the integrated use of the literature research, data review, case analysis and SWOT analysis method. This paper reviews the brand and brand of coffee related literature, the author puts forward the relevant concept of brand maintenance strategy and Starbucks case analysis in the second chapter, provide theoretical basis and experience for the empirical analysis in this paper; third through combing the data maintenance strategies of Vietnam coffee market and central Vietnam coffee brand to carry on the empirical analysis, mainly focuses on the Central Plains coffee brand market positioning, product strategy, pricing strategy, channel of distribution, integrated marketing communication channel design were discussed. Through the analysis of SWOT model, this paper proposes a SO strategy, to maintain the Central Plains coffee brand WO ST, WT, strategic advice. Among them, the Central Plains SO strategy, market segmentation, market segmentation into different consumer groups, so as to fully develop the domestic market. Field, conquer the overseas market; WO strategy, improve the shortage of the segmented pricing and take a unified price, strengthen the management of distribution channel members, strengthen the management of human resources: ST strategy, product differentiation, diversification of brand communication channels, take the form of marketing Showroom; WT strategy, strengthen the relationship between the company and the coffee growers, effectively expand retail distribution channels.

【學位授予單位】：西南大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F433.3

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本文編號：1589870