本文選題：啤酒 + 品牌競爭力　； 參考：《云南師范大學(xué)》2013年碩士論文

【摘要】：隨著我國市場經(jīng)濟(jì)的不斷發(fā)展，品牌的重要性越來越受到企業(yè)和消費(fèi)者的關(guān)注，在我國啤酒產(chǎn)業(yè)市場，企業(yè)的品牌正發(fā)揮巨大的企業(yè)推動作用。金星啤酒作為我國啤酒行業(yè)中繼青島、雪花以及燕京啤酒之后的第五大啤酒生產(chǎn)企業(yè)，金星啤酒的品牌發(fā)展并沒有像青島、雪花、百威和燕京那么成熟，因此迫切需要對金星啤酒的品牌知名度進(jìn)行提升。金星啤酒的品牌發(fā)展道路被業(yè)界稱為“第三種模式”，它避開啤酒行業(yè)競爭激烈的中東部地區(qū)，把企業(yè)經(jīng)營的主要市場放在西部地區(qū)。但是隨著中東部市場日漸飽和，特別是從2010年開始，青島、雪花、百威等大型啤酒企業(yè)相繼進(jìn)入河南市場，，金星啤酒的品牌危機(jī)感日益加重，金星啤酒迫切需要對品牌的競爭力進(jìn)行提升。在這種背景下本文將金星啤酒的品牌競爭力發(fā)展以及品牌發(fā)展戰(zhàn)略作為研究目標(biāo)，不僅是對金星啤酒品牌發(fā)展歷程的一個回顧和梳理，也為研究金星啤酒品牌將來的發(fā)展提供積淀和支撐。 本文分析了國內(nèi)外啤酒市場的總體環(huán)境，又從金星啤酒品牌發(fā)展的小環(huán)境著手，研究了金星品牌發(fā)展中的各種要素，同時從多角度對金星啤酒的品牌競爭力進(jìn)行分析，提出現(xiàn)有品牌戰(zhàn)略存在的不足，最后在前述研究的基礎(chǔ)上，嘗試提出適合金星啤酒品牌發(fā)展的戰(zhàn)略調(diào)整以及實施建議，或許能為金星啤酒今后的發(fā)展提供一些參考和借鑒。
[Abstract]:With the development of market economy in our country, the importance of brand is paid more and more attention by enterprises and consumers. In the market of beer industry in our country, the brand of enterprises is playing an important role in promoting enterprises. Venus Beer is the fifth largest beer manufacturer in China after the relay of Tsingtao, snowflake and Yanjing Beer. The brand development of Jinxing Beer is not as mature as Qingdao, Snow, Budweiser and Yanjing. Therefore, there is an urgent need to promote the brand awareness of Venus Beer. The brand development road of Jinxing Beer is called "the third mode" by the industry. It avoids the competition in the central and eastern regions of the beer industry, and puts the main market of enterprise management in the western region. However, with the increasingly saturated market in the central and eastern part of the country, especially since 2010, when large beer companies such as Qingdao, Snow, Budweiser and so on have entered the Henan market, the brand crisis of Jinxing Beer has become increasingly serious. Venus Beer urgently needs to improve the brand's competitiveness. Under this background, this paper takes the brand competitiveness development and brand development strategy of Jinxing Beer as the research goal, which is not only a review and combing of the development course of Jinxing Beer brand. Also for the study of the future development of Venus beer brand to provide accumulation and support. This paper analyzes the overall environment of domestic and foreign beer market, starts with the small environment of the development of Venus beer brand, studies various elements in the development of Venus beer brand, and analyzes the brand competitiveness of Venus beer from various angles. Finally, on the basis of the above research, the author tries to put forward the strategic adjustment and implementation suggestions suitable for the development of Venus beer brand, which may provide some reference and reference for the future development of Venus Beer.
【學(xué)位授予單位】：云南師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F426.82;F272

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本文編號：2068287