新 疆清真食品品牌战略分析.pdfVIP

新疆清真食品品牌战略研究 摘 要 品牌作为一种无形资产，是现代企业重要的竞争手段之一。在现代市场经济条件下， 企业要在买方市场中获得局部的垄断势力和行业进入壁垒，就必须在消费者心 目中树立 起自身的品牌形象。由于清真食品在质量、外观及包装等方面的差异化程度较低，也就 特别需要利用品牌来加强清真食品的形象特征，从而更好地促进稍售。特别是在目前食 品安全问题频频出现的市场环境下，鼓励企业通过实施品牌战略，重塑安全可靠的食品 形象，具有极其重要的现实意义。 本文从新疆多民族聚居及清真文化特色入手，着手研究新疆清真食品的品牌战略。 通过借助问卷调查获得的实际样本数据，结合相关理论和研究成果来分析说明新疆清真 食品品牌发展的优势、劣势、机会及威胁；同时根据新疆清真食品在品牌方面的具体问 题，提出自己相应的建议。一方面新疆清真食品是主流食品，外部食品企业通过清真转 变冲击新疆本土清真食品企业；另一方面，新疆本土清真食品在具有针对性销售群体的 时候，往往忽视了清真文化之外的群体。两者的矛盾使得在进一步开发的大环境下，新 疆清真食品品牌的塑造和保护显得更加重要。同时，政府层面也应当更加有所作为、明 确自身定位，增加对具有竞争力的清真食品企业投入力度，扶持优势清真食品品牌。 关键词：新疆；清真食品；品牌战略； I Study on Brand strategy of Xinjiang’s Halal Foods Abstract Brand, one of intangible assets, is an important competitive tool for modern enterprises. Under the background of modern market economy, enterprises must strength their brand image and awareness in customer clusters in order to acquire some relatively monopoly power and set entry barrier in buyer market. In view of the fact that Halal foods have lower differences in terms of quality, appearance and package, it is especially significant to build their unique features by brands extension, thus promoting sales increase. It is of great importance, given the fact that the growth of food safety issues, to motivate enterprises to carry out brand strategy and reshape food safety. This paper aims to study on brand strategy of Xinjiang’s Halal foods from the perspective of multi-ethnic areas and cultural feature of Halal. Initially, we carry out SWOT analysis on Xinjing’s Halal foods by combing with questionnaire survey, covering theories and previous research results. Then we come up with a range of suggestions based on the existing problems. The results indicate that Muslin foods are still the mainstream in Xinjiang, but the external food enterprises can hammer Xinjiang’s loc