XW集团的品牌战略研究-工商管理专业论文.docx

山东理 山东理工大学硕士学位论文 摘要 I I 摘 要 随着经济的发展，市场的竞争也日益加剧，由此产生的同质化商品无时无刻不在 影响着消费者的选择。玉米油作为食用油行业的新兴产品，也已成为消费者的选择对 象。企业为争取自己在市场竞争中的优势地位，不仅需要在产品质量和安全上有所保 证，还需为消费者呈现出更多选择的理由。这必然要求企业应将品牌战略的建设与实 施放在较高的层次。 实践的成功离不开理论的支撑。本文有重点地分析了相关学者们对品牌战略理论 的研究成果，在归类整理的同时提取了研究本文案例需要的理论依据，结合分析，得 出适合本企业品牌发展的有效理论。同时，借助 SWOT 分析和竞争力分析理论对产 品做恰当的定位。XW 集团是一家玉米油专业生产厂家，从刚开始的玉米油代加工到 现在的中国玉米油领导品牌，一路走来经历了品牌发展的扩展阶段和瓶颈期，对于研 究品牌战略具有典型意义。文章以 XW 集团的玉米油品牌为研究对象，在对玉米油 行业发展和品牌背景进展的双重分析下，了解了 XW 集团玉米油品牌的发展现状， 发现发展中存在的问题，并从品牌差异化、竞争力、宣传、推广等方面详细分析了问 题的起因和后果，找到症结所在。结合企业的实际问题给出了适合其发展的品牌战略 规划，并从品牌策略的选择、品牌战略的优化和保障措施等方面给出可行性建议。 本文意在通过对品牌理论的整理和研究得出适合该企业发展的纲性路线，为民营 企业品牌战略的实施和发展指明道路。 关键词：品牌战略；玉米油；战略选择；战略定位；战略优化 山东理 山东理工大学硕士学位论文 ABSTRACT II II ABSTRACT With the development of economy, the market competition becomes more and more serious, the resulting homogeneous products every hour and moment did affect consumer choice. Corn oil as a new product of edible oil industry, also has become the choice of target consumers. Enterprises for their own advantage in the market competition status, need not only be guaranteed in the quality and safety of products, also need to show more reason to choose for the consumer. Enterprises are inevitably required to put the construction and implementation of brand strategy on the higher level. There is no successful practice without the support of theory. This paper focus on the analysis of the theory of the brand strategy researched by related scholars. It also classified extraction theory to study this case, combined with the authors analysis, the effective theory for the corporate brand development. At the same time, with the help of SWOT analysis and competition analysis theory of product to make the appropriate positioning. XW group is a professional manufacturer of corn oil. From the beginning of behalf of the processing to Chinese corn oil leading brand now, XW group walked all the way through a period of expansion and brand development bottlenecks, the typical significance of the brand strategy.