斯美特食品渠道创新中的品牌管理--毕业论文5.doc

斯美特食品渠道创新中的品牌管理 摘要：伴随国内方便面行业激烈竞争的加剧，及粮油价格上涨而引起的新一轮的方便面行业的大调整，新的市场竞争格局也将在这次调整中重新确立，斯美特食品公司的发展现在正面临着这样一个机遇与挑战并存的新局面。如何在这激烈的市场竞争中，利用自身的竞争优势，采取行之有效的营销策略，提高产品的市场占有率，提升企业在本行业中的市场地位及在消费者中的知名度，增加企业的综合竞争力，成为斯美特食品公司进一步发展所面临的至关重要的问题。 本文将从斯美特食品公司的发展背景入手，利用SWOT战略组合分析及渠道管理、品牌创新管理等相关理论，结合国内方便面行业的现状、现有市场格局及其他影响因素，着重从渠道管理的理论综述、斯美特食品公司营销渠道的现状、渠道创新和改进策略及如何有效利用渠道进行品牌推广管理四方面进行分析，提出了一系列与之相关的改进策略及提升企业的渠道及品牌管理水平一些措施，探索一条渠道管理与品牌管理彼此促进，共同发展，以利于企业综合竞争力提升的新思路，并提出相应的一些行动措施。希望通过对这些方面的分析与研究，能够使斯美特食品公司的渠道管理更加完善，使其品牌影响力得到一定的提升，进而能为其跻身于行业一线企业行列中有所帮助；同时，现有的将渠道管理与品牌管理结合进行研究和市场操作的企业还很少，也希望以上的探索能为这样的企业提供一些借鉴和启示。 关键词：斯美特食品，渠道创新，品牌管理 Brand Management of Smart Food in the Channel Innovation Abstract: With fierce competition intensifies in the domestic instant noodle industry, and grain and oil prices caused a new round of the instant noodle industry adjustment, the new market competition style will also be re-establish in the adjustment, the Smart food companys development is now faced a new situation with both opportunities and challenges . In this fierce market competition, How use their own competitive edge and take effective marketing strategy, improve product share in market, enhance enterprises position in this industry market and a buzz among consumers, increase comprehensive competitiveness, That is further development of the Smart food company must face the crucial issue. This paper will start with background of the smart food companys development, the SWOT strategic analysis、channel management、brand innovation management and other relevant theoretical was used, with the status of the domestic instant noodle industry、the existing market structure and other factors, focusing on four areas that theory Summary of channel management、marketing channels actuality of smart food companies、strategy of channel innovation and improvement 、how channels was effective used for branding management, made a series of related strategies and measures to improve and enhance the business channels and brand managem