本文選題：品牌 + 品牌國際化　； 參考：《江西財經(jīng)大學(xué)》2012年碩士論文

【摘要】：隨著經(jīng)濟的發(fā)展,消費者的保健意識越來越強烈,啤酒、紅酒等低度數(shù)、更健康酒類飲品得到越來越多消費者的喜愛,外來洋酒也在不斷沖擊著我國白酒消費市場,國產(chǎn)白酒在酒類消費中的比重日益下降。在這種背景下,有條件的知名白酒企業(yè)走品牌國際化之路勢在必行,然而,成功走出去的白酒品牌寥寥無幾,這與在中國大行其道的洋酒形成鮮明反差。在這種背景下,對國內(nèi)白酒的品牌國際化研究就成為當下的重大課題。 然而,對五糧液的研究國內(nèi)學(xué)者研究較多,針對四特酒的研究仍是一片空白。盡管四特酒走向國際化品牌確實還有很長的一段路要走,但沒有哪一個品牌強大到無法被挑戰(zhàn),沒有哪一個企業(yè)弱小到不能去競爭。四特酒近幾年推出的四特東方韻高頻率的出現(xiàn)在各大媒介上,其主動攻打市場之心路人皆知,東方韻的命名及品牌形象宣傳也頗具國際化韻味。未來十年四特酒走出國門,走向國際化的舞臺是必然趨勢。 本文以品牌框架作為理論支撐,品牌框架由品牌名稱、品牌質(zhì)量、品牌定位、品牌傳播這四部分構(gòu)成。要走品牌國際化道路,必須要有能叫得響的名字,消費者用著好的質(zhì)量,針對特定消費者喜好的品牌定位(包括形象設(shè)計、包裝設(shè)計)和行而有效的廣告與活動,以這四個方面為主要內(nèi)容進行品牌的戰(zhàn)略化管理,這就是完整的品牌框架理論。 全文共分五大部分。第一部分是引言,主要是對本選題的研究背景和意義,以及研究難點和創(chuàng)新點進行論述。第二部分對品牌國際化的相關(guān)理論進行綜述,提出品牌框架理論。第三部分主要針對中國白酒行業(yè)概況與出口情況進行概述。第四部分分為四個小部分,分別對品牌名稱國際化、品牌形象國際化、品牌定位國際化、品牌傳播國際化進行分析,各部分結(jié)合各自領(lǐng)域國內(nèi)外知名酒類的成功與失敗的案例進行分析研究,運用對比研究法對四特酒的品牌國際化建設(shè)方案提出見解。第五大部分的研究則在第四大部分的基礎(chǔ)上,以品牌框架理論為指導(dǎo)思想,提出四特酒品牌國際化實現(xiàn)的戰(zhàn)略思想,以及具體實施要點,為中國白酒品牌國際化道路提供一些可行性意見。 研究結(jié)果表明：四特酒打造品牌國際化需要分兩步走。首先,用兩年時間實施品牌全國化；第二步,在未來十年時間里,實施品牌國際化。
[Abstract]:With the development of economy, consumers' awareness of health care is becoming stronger and stronger. Beer, red wine and other low-grade, more and more healthy alcoholic drinks are being loved by more and more consumers. Foreign wine is also constantly impacting the liquor consumption market in China. The proportion of domestic liquor in liquor consumption is decreasing day by day. Under this background, it is imperative for qualified famous liquor enterprises to take the road of brand internationalization. However, few liquor brands have successfully gone out, which is in sharp contrast to the popular foreign wine in China. In this context, the brand internationalization of domestic liquor has become a major issue. However, there are more researches on Wuliangye in China, and the research on Sijie Liquor is still a blank. Although it is true that there is still a long way to go towards international brands, no single brand is too strong to be challenged, and no enterprise is too weak to compete. The high frequency of the four special oriental rhymes introduced by the four special wines in recent years appears in the major media, and its active attack on the market is well known, and the naming and brand image propaganda of the Oriental rhyme are also of international charm. In the next ten years, it is an inevitable trend for four special wines to go out of the country and go to the stage of internationalization. This paper takes the brand framework as the theoretical support, which consists of four parts: brand name, brand quality, brand positioning and brand communication. In order to take the road of brand internationalization, we must have a name that can be called, consumers must use good quality, brand positioning (including image design, packaging design) and line and effective advertising and activities for specific consumer preferences. The strategic management of brand is based on these four aspects, which is the complete brand framework theory. The paper is divided into five parts. The first part is the introduction, mainly discusses the research background and significance of this topic, as well as the research difficulties and innovation points. The second part summarizes the related theories of brand internationalization and puts forward the brand framework theory. The third part is mainly about the general situation and export of liquor industry in China. The fourth part is divided into four parts. It analyzes the internationalization of brand name, the internationalization of brand image, the internationalization of brand positioning, and the internationalization of brand communication. Each part analyzes and studies the success and failure of famous wines in their respective fields, and puts forward some opinions on the brand internationalization construction scheme of four special wines by using the method of comparative research. On the basis of the fourth part, the fifth part of the study, with the brand framework theory as the guiding ideology, put forward the four special liquor brand internationalization strategy, as well as the specific implementation points, To provide some feasible suggestions for the internationalization of Chinese liquor brands. The results show that: four special liquor brand internationalization needs to be divided into two steps. First, two years to implement brand nationalization; second, in the next 10 years, brand internationalization.
【學(xué)位授予單位】：江西財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F274;F426.82

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本文編號：1989536