安庆胡玉美酿造食品有限公司品牌营销策略研究.pdfVIP

要 调味品行业是我国市场细分程度较高、竞争也较激烈的行业之一。面对日益 加剧的市场竞争，作为该行业国内一些较少的百年老字号品牌企业该如何适应市 场发展的需要，如何实现品牌的提升和转变，是这些调味品生 企业必须面对的 现实问题。 本文在系统研究品牌营销相关理论以及国内调味品行业品牌营销实践的基础 上，运用实证分析法对安庆胡玉美酿造食品有限公司的品牌营销策略进行了深入 的研究。首先，对安庆胡玉美酿造食品有限公司的营销环境进行了描述，明晰了 中国调味品行业的现状及发展趋势；然后，深入考察了安庆胡玉美酿造食品有限 公司的品牌状况，并运用实地调查和访谈等方式对其品牌营销现状、消费者购买 胡玉美酱系列 品的行为动机以及专家对胡玉美酱系列 品品牌的评价状况进行 了深入调查，发掘出一系列品牌营销中潜在的问 ；最后根据分析结果，参照国 内外著名品牌成功的品牌营销经 ，结合安庆胡玉美酿造食品有限公司的内外部 资源条件，从胡玉美酱系列 品的品牌识别、品牌定位、品牌形象塑造、品牌推 广以及品牌提升这五个角度出发，详细地拟定了一整套的品牌营销策略，并提出 了实施建议。 本文的研究对中国调味品企业、安庆胡玉美酿造食品有限公司以及安庆其他 百年老字号企业品牌营销的更快发展具有一定的参考价值和指导意义。 关键词：胡玉美 品牌营销 策略 1 Abstract Chinese condiments industry is one of the industries which have intensely-divided market and strong competition. As to some of the hundreds-of-years-old enterprises, the increasing market competition forces them to consider how to adjust themselves to the need of the market development and how to realize the promotion and transformation of their brands, which are the problems these enterprises are facing in reality. Based on the systematic research on the relevant theories of brand marketing and the practice of brand marketing of Chinese condiments industry, the author applied evidence analysis method to the research on the brand marketing strategy of Anqing Huyumei Food Making Co., Ltd. First, the author describes the marketing environment of Anqing Huyumei Food Making Co., Ltd. and clearly analyzes the present situation and the development tendency of Chinese condiments industry. Then a thorough investigation is made on the brand situation of Anqing Huyumei Food Making Co., Ltd. By the ways of on-the-spot investigation and interview, a survey is made on the present situation of its brand marketing, the consumers motives of purchasing the serial sauce products of Huyumei