浅析洽洽食品股份有限公司品牌建设.doc

本科生毕业论文（设计） 题目：浅析洽洽食品股份有限公司品牌建设 系 部 经济与管理学院 学科门类 经济学 专 业 国际经济与贸易 学 号 0806211093 姓 名 徐婷 指导教师 金佩、李勇 2012年5月22日 浅析洽洽食品股份有限公司品牌建设 摘 要 随着经济的发展，品牌对企业来说起着越来越重要的作用。洽洽食品股份有限公司是一家以传统炒货、坚果为主营，集自主研发、规模生产、市场营销为一体的现代休闲食品企业，洽洽”品牌深得广大消费者认可，在市场上树立了良好的声誉，成为国内坚果炒货领域的第一品牌洽洽食品股份有限公司ABSTRACT With the development of economy, the brand to the enterprise is playing a more and more important role. Chacha food Co., LTD is a traditional roasted seeds and nuts as main, set independent research and development, production and marketing into a modern leisure food enterprise. With so vast consumers in the market, Chacha establishes a good reputation, and becomes the first brand of the field. But in the progress of the brand construction, the company still has problems. Through the understanding of the brand construction of Chacha, the article aims to find its problems, and put forward to building differentiation the core value of the brand, building outstanding brand recognition system, establishing the brand innovation mode of transmission, reasonable brand extension, making scientific brand planning, striving for the support of national policy advice,. It can facilitate the brand development of Chacha in the future. Keywords: Chacha food Co.,LTD Brand construction Brand core value Brand extension 目 录 前言······························································································1 一、洽洽食品股份有限公司的发展现状··············································2（一）洽洽食品股份有限公司概况·······················································2 （二）洽洽的品牌建设现状·································································2 二、洽洽品牌建设的问题分析···························································5 （一）品牌产品同质化·······································································5 （二）品牌传播方式缺少创新，营销方式大同小异···································5 （三）品牌溢价能力有待提高·····························································