【摘要】：眾所周知,人們的日常生活離不開食用油,它能夠?yàn)槿梭w提供所必需的脂肪酸,由此來促進(jìn)人體脂溶性維生素的吸收。本課題主要是立足于LD食品集團(tuán),通過對(duì)其生產(chǎn)的植物油品牌現(xiàn)狀實(shí)施認(rèn)真的研究,由此來發(fā)現(xiàn)企業(yè)在實(shí)施品牌戰(zhàn)略過程中存在的不足和問題,并就品牌知名度和影響力的提高給予相關(guān)的解決方法,基于此,來推動(dòng)LD食品集團(tuán)食用油產(chǎn)業(yè)的可持續(xù)發(fā)展具有重要意義。 本文首先闡明品牌的涵義,同時(shí)在這個(gè)過程中也對(duì)品牌策略的定義進(jìn)行了說明,再就是對(duì)品牌的劃分也進(jìn)行了介紹,還對(duì)品牌策略所起的重要作用實(shí)施了說明,闡明品牌策略制定的理論依據(jù)。在這里重點(diǎn)介紹了PEST理論,波特五力理論、SWOT理論等。重點(diǎn)針對(duì)LD集團(tuán)公司品牌策略環(huán)境進(jìn)行分析。其次,從宏觀角度對(duì)公司品牌建設(shè)過程中,面臨的環(huán)境進(jìn)行分析,主要從以下幾方面進(jìn)行。一是政治環(huán)境；二是經(jīng)濟(jì)環(huán)境；三是社會(huì)環(huán)境；四是技術(shù)環(huán)境；同時(shí),對(duì)整個(gè)行業(yè)環(huán)境進(jìn)行分析。重點(diǎn)闡明行業(yè)發(fā)展現(xiàn)狀和方向,并對(duì)行業(yè)競(jìng)爭(zhēng)結(jié)構(gòu)進(jìn)行研究分析。然后利用SWOT方法對(duì)LD食品集團(tuán)品牌建設(shè)過程的外部機(jī)會(huì)、內(nèi)部威脅、內(nèi)部?jī)?yōu)勢(shì)、內(nèi)部劣勢(shì)進(jìn)行研究分析。最后,重點(diǎn)針對(duì)LD集團(tuán)公司品牌策略實(shí)施措施和保障進(jìn)行闡明。LD集團(tuán)公司品牌策略實(shí)施措施主要從以下幾個(gè)方面加以進(jìn)行。一是產(chǎn)品策略；二是價(jià)格策略；三是渠道策略；四是整合傳播策略。針對(duì)LD集團(tuán)公司品牌策略的保障主要從以下兩方面加以進(jìn)行。一是組織保障,二是人力資源保障。 隨著社會(huì)經(jīng)濟(jì)和先進(jìn)工藝的發(fā)展,人們的消費(fèi)思想也發(fā)生了很大的轉(zhuǎn)變,他們的品牌意識(shí)得到了極大提升,這就使得品牌消費(fèi)滲入到人們生活的方方面面,所以,企業(yè)實(shí)施品牌戰(zhàn)略不但能夠極大地提升其市場(chǎng)占據(jù)份額,同時(shí),也可以最大程度地提高企業(yè)的效益。我國(guó)已經(jīng)加入WTO,LD食品集團(tuán)要想在市場(chǎng)上占據(jù)一定的位置,就需要開展品牌戰(zhàn)略,由此來提升企業(yè)的核心競(jìng)爭(zhēng)力。
[Abstract]:As we all know, people's daily life can not be separated from edible oil, it can provide the necessary fatty acids for the human body, thus promoting the absorption of fat-soluble vitamins. This topic is mainly based on LD Food Group, through the serious study of the current situation of vegetable oil brand produced by it, so as to find out the shortcomings and problems existing in the process of implementing brand strategy. Based on this, it is of great significance to promote the sustainable development of edible oil industry of LD Food Group. This paper first clarifies the meaning of the brand, at the same time, it also explains the definition of the brand strategy, then introduces the division of the brand, and also explains the important role played by the brand strategy. This paper expounds the theoretical basis of brand strategy formulation. In this paper, PEST theory, Porter five-force theory, SWOT theory and so on are introduced in detail. This paper focuses on the analysis of brand strategy environment of LD Group Company. Secondly, from the macro point of view of the company brand building process, facing the environment analysis, mainly from the following aspects. One is the political environment; the other is the economic environment; the third is the social environment; the fourth is the technical environment; at the same time, the whole industry environment is analyzed. This paper focuses on the current situation and direction of industry development, and studies and analyzes the structure of industry competition. Then SWOT method is used to study and analyze the external opportunities, internal threats, internal advantages and disadvantages of LD food group brand building process. Finally, the implementation measures and guarantees of LD group brand strategy are expounded. LD group brand strategy implementation measures are mainly carried out from the following aspects. First, product strategy; second, price strategy; third, channel strategy; fourth, integrated communication strategy. Aiming at the protection of brand strategy of LD Group Company, it is mainly carried out from the following two aspects. One is organizational security, the other is human resources security. With the development of social economy and advanced technology, people's consumption thought has changed greatly, and their brand consciousness has been greatly improved, which makes brand consumption infiltrate into all aspects of people's life. Therefore, The implementation of brand strategy can not only greatly enhance its market share, but also improve the efficiency of enterprises to the greatest extent. In order to occupy a certain position in the market, China has joined WTO,LD Food Group, it needs to carry out brand strategy, so as to enhance the core competitiveness of enterprises.
【學(xué)位授予單位】：陜西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F426.82

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