近年來,隨著中國經(jīng)濟的不斷增長,生活水平不斷提高,人們越來越重視生活的質(zhì)量和日常用品的品質(zhì),對其要求也越來越高,因此消費者對以水為主的快消品的需求量也逐步上升。當(dāng)前,國內(nèi)的純凈水消費逐步升級,瓶裝飲用水市場的競爭日益激烈,幾乎每年都會有新的品牌映入眼簾,健康飲用水的市場日趨激烈。作為恒大旗下的高端品牌,恒大冰泉瓶裝礦泉水依托實力雄厚的恒大集團在這場激烈的市場競爭之中,通過借助名人效應(yīng)來塑造品牌、使用多種傳播媒介增大宣傳力度等途徑,迅速在海內(nèi)外已經(jīng)占據(jù)了一定的市場份額,但是仍存在著沒有品牌個性和品牌文化、品牌訴求不明確、資產(chǎn)難以成型等多方面的問題。本文以恒大冰泉為例,通過介紹恒大集團的發(fā)展歷程和恒大冰泉品牌的發(fā)展進程,了解其企業(yè)的內(nèi)部文化和品牌營銷,分析其品牌重塑的策略及優(yōu)化,探究其營銷策略中的不足之處并進行深入分析,為恒大冰泉在瓶裝飲用水市場中的發(fā)展提供理論依據(jù)。針對恒大冰泉品牌存在的問題,本論文以凱勒的基于顧客的品牌資產(chǎn)模型為理論框架,圍繞強勢品牌創(chuàng)建的四個步驟,提出了恒大冰泉品牌重塑策略,包括重建品牌識別系統(tǒng),品牌重新定位以及整合品牌傳播。首先,通過建立品牌識別系統(tǒng),獲得廣泛的顧客... 

【文章來源】：廣東外語外貿(mào)大學(xué)廣東省

【文章頁數(shù)】：81 頁

【學(xué)位級別】：碩士

【文章目錄】：
ABSTRACT
摘要
1.Introduction
    1.1 Background
        1.1.1 Mineral Water Industry Background
        1.1.2 Evergrande Brand Development Background
    1.2 Research Structure And Content
    1.3 Research Methods
        1.3.1 Literature Research Method
        1.3.2 Field Study Method
    1.4 Research Significance
2.Literature Review
    2.1 Brand Equity Theory and Keller's Brand Equity Model Based on Consumers
        2.1.1 Brand Equity Theory
        2.1.2 Keller's Brand Equity Model Based On Consumers
    2.2 Brand Recognition Theory
    2.3 Brand positioning Theory
    2.4 Integrated Brand Communication
3.Evergrande Spring Case Description
    3.1 The Introduction of Evergrande Group
    3.2 The development of Evergrande Spring
        3.2.1.The Start-Up Stage
        3.2.2 The Adjustment Stage
        3.2.3.Post-Evergrande Stage
    3.3 The Brand Building Process of Evergrande Spring
        3.3.1 Using The Opportunity of Winning The Championship to Launch A NewBrand
        3.3.2 Using Celebrity Effect to Build Brand
        3.3.3 Using Advertisement to Improve Brand Recognition
        3.3.4 Using A Variety of Media to Strengthen Brand Equity
    3.4 Brand Marketing Status Quo of Evergrande Spring Enterprises
        3.4.1 Popularity Decline
        3.4.2 Low Brand Recognition
        3.4.3 Low Market Occupancy and Sales Decline
4.Problems in Brand Building of Evergrande Springs
    4.1 Analysis of Internal and External Environment
        4.1.1 Analysis of External Environment
        4.1.2 Analysis of Internal Environment
    4.2 Analysis of Evergrande Spring Brand Strategy
        4.2.1 Brand Positioning Issues
            （1）The Location of Transmission Is Ambiguous
            （2）Product Positioning Is Inconsistent with Brand Positioning
        4.2.2 Brand Recognition Issues
        4.2.3 Integrated Brand Communication Problem
5.Strategy and Optimization of Evergrande Spring Rebranding
    5.1 Rebuild The Brand Recognition System
        5.1.1 Target Customer Positioning Strategy
        5.1.2 Increase Brand Depth Through Adaptive Product Recognition
        5.1.3 Build Local High-End Water Brand And Focus On Brand Width
        5.1.4 Create A Unique Brand
        5.1.5 Build Brand Symbol And Improve Brand Recognition
    5.2 Brand Repositioning
        5.2.1 Industry Environment Analysis,Looking For Common Ground
        5.2.2 Differentiation Concept Definition and Emphasis on The Differences
    5.3 Brand Communication Integration
        5.3.1 Integrate Brand Communication And Guide Positive Brand Response
        5.3.2 Establish A Customer-Brand Resonance Relationship by Relying On BrandCommunication
6.Conclusion
Reference


【參考文獻】：
期刊論文
[1]連云港家得福超市物流配送問題及對策的研究[J]. 韓璧如.  河南科技. 2018(20)



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