本文選題：寧夏CST公司 + 品牌建設(shè)　； 參考：《蘭州交通大學(xué)》2016年碩士論文

【摘要】：20世紀(jì)80年代改革開放到現(xiàn)在,我國許多公司都從注重產(chǎn)品運(yùn)營轉(zhuǎn)變成了到重視品牌建設(shè)、品牌資產(chǎn)運(yùn)營的時(shí)期,開始了一個(gè)全新的品牌為勝的競爭時(shí)期。近幾年,我國公司也出現(xiàn)了產(chǎn)品與營銷渠道,以及促銷和科學(xué)管理等方面大同小異的情況,就算是品牌建設(shè)也呈現(xiàn)出了極其類似的情形,這些極為相似的公司運(yùn)營方式,使品牌營銷的效果越來越差,而且還阻礙了企業(yè)在品牌建設(shè)上的健康成長,使企業(yè)的利潤越來越低,形成了公司之間的惡性競爭。美國廣告方面的學(xué)者萊瑞·萊特便提出了:“想要占用市場的唯一道路,便是形成在市場占有一席之地的品牌”。有名氣的品牌可以帶著很大的附加值展現(xiàn)在受眾面前,使人們以新的面貌定位企業(yè)在市場中的形象與位置,品牌不單單是讓人用來分別產(chǎn)品的一種工具,現(xiàn)在已經(jīng)發(fā)展成了企業(yè)十分關(guān)鍵的核心內(nèi)容,已經(jīng)成了企業(yè)的戰(zhàn)略性資源。所以,如果把品牌建設(shè)當(dāng)作是企業(yè)區(qū)別于其他同行的競爭力的話,那么適當(dāng)?shù)膶?shí)施品牌建設(shè)計(jì)劃與策略就會(huì)使企業(yè)面對(duì)市場經(jīng)濟(jì)做出有效調(diào)整,從而提升企業(yè)整體形象與銷售能力,取得差別利潤和價(jià)值,盡而達(dá)到拓展企業(yè)發(fā)展空間的目標(biāo)�！疤煜妈坭匠鰧幭摹�,寧夏地區(qū)是中國枸杞非常有名的原產(chǎn)區(qū)域,種植枸杞的時(shí)間十分悠久。伴隨枸杞前后被引入到了新疆、河北、陜西等一些大中型省份與省區(qū),我國便開始了以枸杞生產(chǎn)為主,以寧夏地區(qū)為核心產(chǎn)區(qū),新疆、甘肅、內(nèi)蒙古、河北等地區(qū)為環(huán)形的枸杞行業(yè)種植發(fā)展局面。以上這些區(qū)域都開始把枸杞行業(yè)當(dāng)作本地區(qū)的特色優(yōu)勢農(nóng)業(yè)進(jìn)行發(fā)展,加強(qiáng)利用了本地區(qū)的自然方面有利條件與資源,開始進(jìn)行專業(yè)化、規(guī)范化加工,這樣便讓枸杞干鮮果產(chǎn)量有了很大提高。伴隨著枸杞產(chǎn)業(yè)化的推廣與開展,包括人們對(duì)養(yǎng)生保健理念方面的變化,枸杞用法也出現(xiàn)了從“藥食同用,醫(yī)藥為主”向“藥食同用,以食為主”轉(zhuǎn)變的時(shí)期。本文基于對(duì)寧夏CST公司的運(yùn)營現(xiàn)況和其面對(duì)的市場競爭,使用了SWOT分析方法對(duì)其做了全面解析,道明了公司對(duì)于建設(shè)自身品牌的重要性和關(guān)鍵意義,并對(duì)公司在品牌建設(shè)過程中所會(huì)遇到的問題從品牌核心價(jià)值理論以及品牌定位理論的方面進(jìn)行全面的分析,最后從分析中找出了相對(duì)應(yīng)的解決方針。綜上所述,本文的結(jié)論就是:寧夏CST公司要想實(shí)現(xiàn)持續(xù)經(jīng)營和發(fā)展,必須進(jìn)行清晰、精準(zhǔn)、可行、并且完整的企業(yè)品牌建設(shè)。本論文是一篇應(yīng)用研究型的論文,是以相關(guān)理論研究為指導(dǎo)的論文,以寧夏CST公司的實(shí)際發(fā)展情況為指導(dǎo),最終目的是樹立該企業(yè)的品牌,結(jié)合理論和實(shí)際,將寧夏CST公司品牌建設(shè)問題以及品牌發(fā)展問題深入研究并且討論。文中涉及的文獻(xiàn)研究法、調(diào)查法、SWOT分析方法和案例分析法,這四種方法為本論文重點(diǎn)涉及和應(yīng)用的研究方法。第一部分,本論文是以解決寧夏CST公司面臨的實(shí)際發(fā)展問題為目的,針對(duì)寧夏CST公司概況,分別從品牌建設(shè)的構(gòu)成內(nèi)容方面進(jìn)行現(xiàn)狀分析。第二部分,本論文在親自搜集并獲得了寧夏CST公司的大量第一手資料(包括公司內(nèi)部的第一手?jǐn)?shù)據(jù)、詳細(xì)資料以及其它相關(guān)信息)的基礎(chǔ)之上,以大量走訪調(diào)查為實(shí)踐方法,得到了許多來自客戶的對(duì)于寧夏CST公司的意見和看法。諸如此類,上述的第一手資料為本論文對(duì)寧夏CST公司品牌建設(shè)問題的研究和分析提供了強(qiáng)有力的幫助以及必不可少的重要支撐部分。第三部分,CST公司運(yùn)用SWOT的分析方法從品牌建設(shè)構(gòu)成內(nèi)容角度分析了公司在當(dāng)下環(huán)境中的優(yōu)點(diǎn)、缺點(diǎn)、生存的機(jī)遇和存在的危機(jī)。從而找出寧夏CST公司品牌建設(shè)目標(biāo)和中長期規(guī)劃中存在的問題,以及現(xiàn)行品牌建設(shè)中存在的品牌渠道建設(shè)能力不足、品牌終端形象塑造不夠清晰、品牌信息化建設(shè)相對(duì)滯后、品牌建設(shè)規(guī)劃缺乏系統(tǒng)性、品牌缺乏自我保護(hù)意識(shí),沒有采取市場活動(dòng)管理等問題進(jìn)行研究,從而找出了解決寧夏CST公司品牌建設(shè)的對(duì)策;完善了CST公司品牌建設(shè)的具體對(duì)策,品牌定位與設(shè)計(jì),品牌推廣與傳播,品牌維護(hù)等。第四部分,企業(yè)品牌的建設(shè)是需要經(jīng)歷時(shí)間洗禮,積累沉淀的,它是一個(gè)長期發(fā)展、競爭、進(jìn)步的過程,而CST公司品牌建設(shè)的本質(zhì)需要CST公司嚴(yán)把質(zhì)量關(guān),以培養(yǎng)客戶的偏好度和忠誠度,提升品牌美譽(yù)度,在此基礎(chǔ)上加強(qiáng)媒體宣傳,以提升CST公司品牌的知名度。通過有效的品牌拓展和客戶的虛擬體驗(yàn),增強(qiáng)客戶對(duì)CST公司的品牌認(rèn)識(shí)和情感體驗(yàn),加強(qiáng)與目標(biāo)客戶的聯(lián)系,以吸引更多忠誠的品牌使用者,這是CST公司獲得持久利潤、走向成功的重要法寶。第五部分,寧夏CST公司的信息化建設(shè)需要充分利用網(wǎng)絡(luò)加強(qiáng)品牌宣傳。電子商務(wù)的時(shí)代,由于互聯(lián)網(wǎng)的使用,CST公司的信息化程度也在發(fā)生變革。信息化建設(shè)是一個(gè)新的概念,在互聯(lián)網(wǎng)時(shí)代,它開始廣泛的被應(yīng)用,并且許多企業(yè)都對(duì)此都有深入研究,并加以利用使其為企業(yè)實(shí)現(xiàn)目標(biāo),CST公司也應(yīng)該抓住這次機(jī)會(huì),提高公司知名度最后,通關(guān)本論文的各項(xiàng)分析,寧夏CST公司如果要完成公司的持續(xù)經(jīng)營和穩(wěn)健發(fā)展,必須要有準(zhǔn)確、完整、可行、詳盡的企業(yè)品牌建設(shè),為完成寧夏CST公司可持續(xù)發(fā)展做堅(jiān)強(qiáng)的后盾。
[Abstract]:Since the reform and opening up in 1980s, many companies in our country have changed from the emphasis on product operation to brand building and brand equity operation, and a brand new period of competition has begun. In recent years, our company has also appeared the product and marketing channel, as well as promotion and scientific management. Even if the brand construction is very similar, these very similar company operations make the effect of brand marketing worse and worse, and it also hinders the healthy growth of the enterprise in the brand building, makes the profit of the enterprise lower and lower, and forms the vicious competition between the companies. Larry Wright put forward: "the only way to take up the market is a brand that has a place in the market." a famous brand can be displayed in front of the audience with a lot of added value, so that people can locate the image and position of the enterprise in the market with a new look. The brand is not only a separate product. A tool, which has now developed into a key core content of the enterprise, has become a strategic resource of the enterprise. So, if the brand construction is regarded as the competitiveness of the enterprise, the proper implementation of the brand construction plan and strategy will make the enterprise adjust effectively to the market economy, so that the enterprise will make an effective adjustment, so that the enterprise will make effective adjustment to the market economy. To improve the overall image and sales capacity of the enterprise, to achieve the difference of profit and value, and to achieve the goal of expanding the development space of the enterprise. "The world wolfberry out of Ningxia", the Ningxia region is a very famous Chinese wolfberry native region, the time of planting Chinese wolfberry is very long. With the introduction of wolfberry in Xinjiang, Hebei, Shaanxi and some other big middle Provinces and provinces, China began to take the production of wolfberry as the main production, Ningxia region as the core production area, Xinjiang, Gansu, Inner Mongolia, Hebei and other regions for the development of the development of the circle of Chinese wolfberry industry. These areas have started to develop the wolfberry industry as the characteristic of the local region, and strengthen the use of the natural side of the region. With the favorable conditions and resources, the production of the dried fruit of wolfberry has been greatly improved. With the promotion and development of the industrialization of Chinese wolfberry, it includes the changes in the concept of health care and health care. The use of Chinese wolfberry has also emerged from "the same use of medicine, medicine and medicine" to "the same use, the food as the main food". Based on the current situation of the operation of Ningxia CST company and the market competition it faces, this paper makes a comprehensive analysis by using the method of SWOT analysis to clarify the importance and key significance of the company for the construction of its own brand, and the core value theory and product of the brand in the process of brand building. A comprehensive analysis is made in the aspects of the theory of brand positioning. Finally, the corresponding solutions are found out from the analysis. To sum up, the conclusion of this paper is that, in order to achieve sustainable management and development, the Ningxia CST company must carry out a clear, accurate, feasible and complete enterprise brand construction. The thesis is guided by the relevant theoretical research, guided by the actual development of the Ningxia CST company. The final aim is to establish the brand of the enterprise, combine theory and practice, and deeply study and discuss the problem of brand building and brand development of the Ningxia CST company. The literature research method, the investigation method, the SWOT analysis method and the case study involved in this paper. The analysis method, these four methods are the research methods of the focus and application of this paper. The first part, this paper is aimed at solving the actual development problems faced by the Ningxia CST company. According to the general situation of Ningxia CST company, the present situation is analyzed from the content of the brand construction. The second part, this thesis is collected and obtained in person. On the basis of a large number of first-hand information (including first hand data, detailed information and other related information within the company), the CST company of Ningxia has received many views and views on Ningxia CST from customers by a large number of visits, such as this, the first hand of this paper to Ningxia CST The research and analysis of the problem of company brand building provides strong help and essential support. In the third part, CST company uses SWOT analysis method to analyze the company's advantages, shortcomings, survival opportunities and existing crisis in the present environment from the content of brand construction to find out the CST public in Ningxia. As well as the problems existing in the construction of the brand and the medium and long term planning of the company, as well as the shortage of brand channel construction in the current brand construction, the lack of clear brand terminal image, the relative lag of brand information construction, the lack of systematic brand construction planning, the lack of awareness of the brand self protection and the lack of market activity management, etc. The problem is studied to find out the countermeasures to solve the brand construction of Ningxia CST company, and improve the concrete countermeasures of brand building of CST company, brand positioning and design, brand promotion and dissemination, brand maintenance, etc., in the fourth part, the construction of enterprise brand needs time baptism and accumulation, it is a long-term development, competition and progress. Process, and the essence of CST company brand building requires CST company to strict quality, in order to cultivate customer's preference and loyalty, enhance brand reputation, on this basis, strengthen media publicity in order to enhance the reputation of CST company brand. Through effective brand expansion and customer's virtual experience, enhance customer awareness of the brand of CST company and Emotional experience, strengthening contact with target customers, to attract more loyal brand users, is an important magic weapon for CST company to gain lasting profits and success. In the fifth part, the information construction of Ningxia CST company needs to make full use of the network to strengthen brand publicity. The era of electronic business, the use of the Internet, CST company's letter Information construction is also changing. Information construction is a new concept. In the Internet era, it has been widely used, and many enterprises have studied it deeply and made use of it to achieve the goal of the enterprise. CST company should also seize this opportunity, improve the company's popularity, and pass through the analysis of this paper. If Ningxia CST company is to complete the continuous management and steady development of the company, we must have accurate, complete, feasible and detailed enterprise brand construction, and make a strong backing for the sustainable development of Ningxia CST company.
【學(xué)位授予單位】：蘭州交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F273.2;F426.82

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