千岛湖白马山地蔬菜品牌建设策略设计毕业论文.docVIP

毕业论文 （2011届） 千岛湖白马山地蔬菜品牌建设策略设计 摘要 论文分四部分。第一部分通过介绍千岛湖白马山地蔬菜产业概况及环境分析，指出其在发展中环境的有利因素以及不利因素。第二部分通过分析其品牌建设现状，结合第一部分的分析找出其品牌建设中存在的问题。第三部分则是在前二章的基础上对岛湖白马山地蔬菜在品牌建设上提出相应且可实施的意见，完善岛湖白马山地蔬菜的品牌建设。 关键词：；Abstract The main income of Maple Ridge Lake’s cultivation farmer is Vegetable, which not only promote the agricultural enterprises, the bases, the farmers, but also promote the packaging, transportation, advertising, consulting, printing, the development of the whole industry chain and it is the most important industry to the cultivation farmers there. But some problems are existed in brand building of Bai ma shan vegetable that affect the incomes of cultivation of farmers and also restricted the local vegetable industry. This article is aimed at the brand building of Bai ma shan vegetable and hope it can give some advices to Bai ma shan vegetable . This article has been divided to there parts. The first part describes Bai ma shan vegetable industry situations and its Marketing Status, lack of brand building are also included. The second part analysis the Opportunities and threats of Bai ma shan vegetable through the SWOT. The third part is based on the first two parts and advices have been put forward to help promote the brand building of Bai ma shan vegetable. Key words: Bai ma shan to vegetables; brand; building; strategy 目 录1 品牌相关理论概述 1 1.1 品牌的相关概述 1 1.1.1 品牌的涵义 1 1.1.2 品牌的价值 2 1.1.3 品牌建设的概念 2 1.1.4 创建品牌的重要性 2 1.2 品牌建设 2 1.2.1 品牌定位 3 1.2.2 品牌设计 3 1.2.3 品牌传播 3 2 千岛湖白马山地蔬菜产业概况及环境分析 4 2.1 千岛湖白马山地蔬菜产业概况 4 2.1.1 千岛湖白马山地蔬菜的产品 4 2.1.2 千岛湖白马山地蔬菜的销售渠道 5 2.2 千岛湖白马山地蔬菜的环境分析 5 2.2.1 千岛湖白马山地蔬菜的有利因素 5 2.2.2 千岛湖白马山地蔬菜的不利因素 9 3 千岛湖白马山地蔬菜的品牌建设现状及问题分析 13 3.1 千岛湖白马山地蔬菜的品牌建设现状 13 3.1.1 品牌定位模糊 13 3.1.2 品牌设计缺乏 13 3.1.3 品牌传播单一 13 3.2 千岛湖白马山地蔬菜品牌建设存在的问题 14 3.2.1 市场占有率低 14 3.2.2 品牌意识薄弱 15 3.2.3 品牌知名度低 15 3.2.4 自身市场开拓意识薄弱 15 4 千岛湖白马山地蔬菜品牌建设策略设计 16 4.1 千岛湖白马山地蔬菜的品牌定位 16 4.1.1 目标市场定位 16 4.1.2 品牌的核心价值定位 17 4.2 品牌符号设计 17 4.2.1 商标及包装设计 17 4.2.2 Logo设计 18 4.3 品牌传播 18 4.3.1 广告与传媒 18 4.3.2 公共关系 19 4.4