论文基于蛛网模型的我国乳品企业品牌竞争力的研究.doc

题 目： 基于蛛网模型对我国乳业品牌竞争力的研究 学 院： 商学院 专 业： 市场营销 姓 名： 指导教师： 完成日期： 摘要 在当今社会,产品供不应求的时代已经一去不复返了,企业之间的竞争已由产品、价格的竞争进入到以品牌、价值为核心的品牌竞争时代了。近年来,我国乳业迅速发展,已取得了可观的成绩。目前的乳制品市场刀光剑影,群雄逐鹿:“三大国牌”龙腾虎跃,“五大洋牌”隐形渗透,地方品牌浴血奋战,可以说是“龙争虎斗,各显神通”,乳品供应日趋激烈。是,2008年的9月的三鹿奶粉事件引起中国乳制品行业的危机,冲击着中国的乳品企业,消费者对于乳制品品牌的信心发生严重的动摇。品牌竞争力是企业竞争力在市场的综合表现,品牌已成为市场竞争的主体。为了能在激烈的市场竞争中获胜,构建品牌竞争力之路就显得迫在眉睫。,越来越多的企业界人士和学者开始重视品牌竞争力的研究与应用,尤其是关于品牌竞争力的评价研究。本文以乳品企业品牌竞争力作为研究对象构建了适用于乳品企业品牌竞争力的评价指标体系,, 光明乳业次之, 三元居后，并根据结论提出相关建议。 关键词：乳品企业；品牌竞争力；蛛网模型 Abstract In todays society, the era of product demand has gone, the competition among enterprises has been the product, price competition into the era of brand competition as the core brand value. In recent years, the rapid development of Chinas dairy industry has achieved impressive results. Current dairy market swords, crowded: the hustle and bustle of the three national card , five oceans card stealth infiltration, local brands fought a bloody war, can be said to Enter the Dragon, recount, the supply of dairy products is becoming increasingly fierce. Sanlu milk powder incident in September 2008 caused a crisis of Chinas dairy industry, the impact of Chinas dairy industry, severe shaken consumer confidence in the dairy brand. The competitiveness of the brand is the overall performance of the competitiveness of enterprises in the market, the brand has become the main body of market competition. In order to win in the fierce market competition, building the brand competitiveness of the road is imminent. Since the concept of brand competitiveness, more and more business people and scholars began to pay attention to the research and application of brand competitiveness, particularly with regard to the evaluation of the competitiveness of the bran