越南中原咖啡品牌維護策略研究
發(fā)布時間：2018-12-21 20:30
【摘要】：作為來自越南的在華留學生,筆者論文中所指國內均指越南,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,咖啡是世界貿易總量最大出口農產品之一。越南咖啡種植產業(yè)已有百多年發(fā)展歷史,咖啡出口總額占國內農業(yè)生產總值的10%,成為國家主要出口農產品,咖啡產業(yè)發(fā)展對越南國家經濟發(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)在國際市場獨占鳘頭的法寶。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市場份額、穩(wěn)步征服海外市場,對越南咖啡產業(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 a foreign student from Vietnam, the author refers to Vietnam in China and China to other countries. Zhongyuan Coffee is also a famous coffee brand in Vietnam. As the world's top three beverage crops, coffee is one of the largest export agricultural products in world trade. The coffee planting industry in Vietnam has a history of more than 100 years, and the total amount of coffee export accounts for 10% of the gross domestic agricultural product, which has become the main agricultural product of the country, and the development of the coffee industry has made a great contribution to the national economic development of Vietnam. At present, Vietnam has become the world's second largest coffee exporter after Brazil. Vietnam's coffee exports account for 30 percent of the world's total coffee exports, but its export volume accounts for only 10 percent of the world's total coffee exports, mainly because 90 percent of Vietnamese coffee is raw coffee beans with no brand name. In the contemporary market competition, market competition has stepped into the stage of "brand competition", "building brand" and implementing "brand strategy" have become the magic weapon for enterprises to monopolize the international market. However, when facing unprecedented competitive pressure, the brand needs more maintenance and maintenance. Brand maintenance is an important task in the implementation of brand strategy. As the first coffee brand in Vietnam, the development of Central Plains Coffee has greatly promoted the development of the whole coffee industry. The research on the maintenance of coffee brand in Central Plains is beneficial to maintain the domestic market share of coffee in Central Plains, conquer the overseas market steadily, have great significance to the sustainable development of Vietnamese coffee industry, and enlighten other Vietnamese enterprises to establish brand. This paper adheres to the combination of theory and practice, and makes comprehensive use of literature research, data combing, case analysis and SWOT analysis. In the second chapter, we put forward the concept of brand maintenance strategy and Starbucks case analysis, which provides theoretical basis and experience for empirical analysis. The third chapter analyzes the coffee market in Vietnam and the maintenance strategy of the coffee brand in Central Plains, focusing on the market positioning, product strategy, pricing strategy and distribution channel of the coffee brand. Integrated marketing communication channel design and other aspects are discussed. Then through the analysis of SWOT model, this paper puts forward the SO,WO,ST,WT strategic suggestion to the maintenance strategy of the coffee brand in Central Plains. Among them, SO strategy, the Central Plains subdivides the market, subdivides the market into different consumer groups, thus fully develops the domestic market, conquers the overseas market; WO strategy, improve the deficiency of segmented price and adopt unified price, strengthen management of distribution channel members, strengthen human resource management, ST strategy, carry on product differentiation, diversify brand communication channel, adopt Showroom marketing form; WT strategy to strengthen the relationship between the company and coffee growers and 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】：F433.3
本文編號：2389421
[Abstract]:As a foreign student from Vietnam, the author refers to Vietnam in China and China to other countries. Zhongyuan Coffee is also a famous coffee brand in Vietnam. As the world's top three beverage crops, coffee is one of the largest export agricultural products in world trade. The coffee planting industry in Vietnam has a history of more than 100 years, and the total amount of coffee export accounts for 10% of the gross domestic agricultural product, which has become the main agricultural product of the country, and the development of the coffee industry has made a great contribution to the national economic development of Vietnam. At present, Vietnam has become the world's second largest coffee exporter after Brazil. Vietnam's coffee exports account for 30 percent of the world's total coffee exports, but its export volume accounts for only 10 percent of the world's total coffee exports, mainly because 90 percent of Vietnamese coffee is raw coffee beans with no brand name. In the contemporary market competition, market competition has stepped into the stage of "brand competition", "building brand" and implementing "brand strategy" have become the magic weapon for enterprises to monopolize the international market. However, when facing unprecedented competitive pressure, the brand needs more maintenance and maintenance. Brand maintenance is an important task in the implementation of brand strategy. As the first coffee brand in Vietnam, the development of Central Plains Coffee has greatly promoted the development of the whole coffee industry. The research on the maintenance of coffee brand in Central Plains is beneficial to maintain the domestic market share of coffee in Central Plains, conquer the overseas market steadily, have great significance to the sustainable development of Vietnamese coffee industry, and enlighten other Vietnamese enterprises to establish brand. This paper adheres to the combination of theory and practice, and makes comprehensive use of literature research, data combing, case analysis and SWOT analysis. In the second chapter, we put forward the concept of brand maintenance strategy and Starbucks case analysis, which provides theoretical basis and experience for empirical analysis. The third chapter analyzes the coffee market in Vietnam and the maintenance strategy of the coffee brand in Central Plains, focusing on the market positioning, product strategy, pricing strategy and distribution channel of the coffee brand. Integrated marketing communication channel design and other aspects are discussed. Then through the analysis of SWOT model, this paper puts forward the SO,WO,ST,WT strategic suggestion to the maintenance strategy of the coffee brand in Central Plains. Among them, SO strategy, the Central Plains subdivides the market, subdivides the market into different consumer groups, thus fully develops the domestic market, conquers the overseas market; WO strategy, improve the deficiency of segmented price and adopt unified price, strengthen management of distribution channel members, strengthen human resource management, ST strategy, carry on product differentiation, diversify brand communication channel, adopt Showroom marketing form; WT strategy to strengthen the relationship between the company and coffee growers and 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】：F433.3
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