【摘要】： 運用了品牌建設(shè)的相關(guān)理論對一個實有品牌“農(nóng)大紅牌葡萄酒”的品牌建設(shè)問題進行了分析探討。品牌建設(shè)問題是當(dāng)前比較熱門的話題,但是就我國葡萄酒的實際情況來說,品牌建設(shè)還比較落后。本文運用了品牌冰山、品牌金字塔、品牌建設(shè)的長期營銷機制、需求層次理論等模型就農(nóng)大紅的品牌建設(shè)進行了詳細(xì)分析。從挖掘品牌核心價值入手,到品牌的文化總結(jié),外界環(huán)境、目標(biāo)市場、企業(yè)價值鏈分析,最后設(shè)計出品牌培育構(gòu)架。因為本文涉及的是一個實際的品牌建設(shè)問題,所以著重在于從實際情況出發(fā),尤其從企業(yè)及市場實際情況出發(fā),探尋了品牌建設(shè)的實際運作。文中還談到了實際中可能遇到的資金實力、廣告設(shè)計等一些常見的問題,給出了相關(guān)的解決方案,力求做到可操作性。
[Abstract]:Based on the theory of brand construction, this paper analyzes and discusses the brand construction of a real brand "Nongda Red Wine". Brand construction is a hot topic at present, but as far as the actual situation of Chinese wine is concerned, brand construction is still relatively backward. In this paper, the brand iceberg, brand pyramid, long-term marketing mechanism of brand construction, demand hierarchy theory and other models are used to analyze the brand construction of Nongdahong in detail. From mining brand core value to brand culture summary, external environment, target market, enterprise value chain analysis, finally design brand cultivation framework. Because this article involves a practical brand construction problem, it focuses on exploring the actual operation of brand construction from the point of view of the actual situation, especially from the actual situation of the enterprise and the market. The paper also discusses some common problems, such as fund strength, advertisement design and so on, which may be encountered in practice, and gives some relevant solutions to achieve maneuverability.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2007
【分類號】：F426.82

【引證文獻】

相關(guān)碩士學(xué)位論文 前1條

1 李曉紅;吉林省華信葡萄酒廠帕尼弗洛冰酒營銷策劃方案[D];吉林大學(xué);2010年

，

本文編號：2361273