本文選題：五常大米 + 品牌建設(shè)�。� 參考：《東北農(nóng)業(yè)大學(xué)》2016年碩士論文

【摘要】：當(dāng)今時(shí)代的經(jīng)濟(jì)社會(huì)綜合實(shí)力競(jìng)爭(zhēng)已發(fā)展成為品牌競(jìng)爭(zhēng),用品牌定位終端產(chǎn)品在經(jīng)濟(jì)社會(huì)中的地位,牢固在市場(chǎng)中的位置,是新經(jīng)濟(jì)時(shí)期的經(jīng)濟(jì)領(lǐng)域競(jìng)爭(zhēng)方式和渠道。新經(jīng)濟(jì)時(shí)期下“品牌戰(zhàn)”,特別是農(nóng)產(chǎn)品的品牌戰(zhàn)已成為無(wú)可厚非的市場(chǎng)競(jìng)爭(zhēng)。大米是農(nóng)產(chǎn)品中的重要組成部分之一,市場(chǎng)成交量大,種類(lèi)繁多,市場(chǎng)深度大,但是在市場(chǎng)上,全國(guó)著名的大米品牌確實(shí)鮮有人知,國(guó)內(nèi)大米市場(chǎng)同質(zhì)化競(jìng)爭(zhēng)讓消費(fèi)者無(wú)從選擇。五常大米作為擁有地域商標(biāo)的品牌應(yīng)該怎樣適應(yīng)日漸白熱化的市場(chǎng)競(jìng)爭(zhēng),如何完成基礎(chǔ)品牌的升級(jí)進(jìn)位,如何成功的從陳次濫品充斥的低端市場(chǎng)向精品高端市場(chǎng)的過(guò)度是多數(shù)地域大米不可回避的沉疴。本研究從五常市大米品牌建設(shè)的發(fā)展背景和意義出發(fā),把與關(guān)系到大米品牌建設(shè)的理論和相關(guān)國(guó)內(nèi)外研究進(jìn)行整合;對(duì)五常市大米品牌建設(shè)的基本狀況進(jìn)行介紹,并聯(lián)系五常市實(shí)際,梳理五常市大米品牌建設(shè)歷程,總結(jié)出大米品牌整合力度仍需加強(qiáng)、大米品牌重點(diǎn)突出差別化、品牌大米的米質(zhì)要求逐漸提高、品牌形象維護(hù)意識(shí)差、品牌文化內(nèi)涵挖掘不足等現(xiàn)狀。運(yùn)用大量調(diào)研統(tǒng)計(jì)數(shù)據(jù)對(duì)“五常大米”品牌建設(shè)進(jìn)行了差異化SWOT分析,從企業(yè)視角對(duì)五常市大米品牌建設(shè)進(jìn)行分析,指出其目前存在的優(yōu)勢(shì)與劣勢(shì),與其面臨的挑戰(zhàn)及威脅,然后針對(duì)“五常大米”品牌提升戰(zhàn)略選擇進(jìn)行了全面分析和探討,最后從整合“五常大米”品牌、加強(qiáng)品牌推廣力度、促進(jìn)產(chǎn)品質(zhì)量監(jiān)督、維護(hù)品牌形象與塑造品牌文化幾個(gè)方面進(jìn)行品牌建設(shè)的優(yōu)化。
[Abstract]:Nowadays, the competition of economic and social comprehensive strength has developed into brand competition. It is the mode and channel of competition in the economic field in the new economic period to use the brand to locate the position of the terminal product in the economic society and firmly to hold the position in the market. In the new economic period, brand war, especially the brand war of agricultural products, has become a market competition. Rice is one of the most important components of agricultural products. The market has a large volume, variety and depth. But in the market, the famous rice brands throughout the country are rarely known. Domestic rice market homogenization competition makes consumers have no choice. How should Wuchang Rice, as a brand with a regional trademark, adapt to the growing competition in the market, and how to complete the upgrading of the base brand? How to successfully change the low-end market from the overloaded low-end market to the high-end market is the inevitable disease of rice in most regions. Based on the background and significance of rice brand construction in Wuchang City, this study integrates the theories related to rice brand construction and related domestic and foreign studies, and introduces the basic status of rice brand construction in Wuchang City. According to the reality of Wuchang City, the paper summarizes the history of rice brand construction in Wuchang City, and concludes that the integration of rice brand still needs to be strengthened, the emphasis of rice brand is differentiated, the requirement of rice quality of brand rice is gradually raised, and the consciousness of brand image maintenance is poor. The brand culture connotation excavates the insufficiency and so on present situation. This paper analyzes the brand construction of "Wuchang Rice" by using a large number of investigation and statistics data, analyzes the brand construction of Wuchang rice from the perspective of enterprise, and points out its advantages and disadvantages, and the challenges and threats it faces. Then, the paper makes a comprehensive analysis and discussion on the strategic choice of "Wuchang Rice" brand promotion. Finally, it integrates the "Wuchang Rice" brand, strengthens the promotion of the brand, and promotes the supervision of product quality. Maintain brand image and mold brand culture to optimize brand construction.
【學(xué)位授予單位】：東北農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類(lèi)號(hào)】：F273.2;F323.5
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本文編號(hào)：1779023