代立双-浅析迁西板栗品牌推广策略.doc

潍坊科技学院 本科毕业设计（论文） 题 目 浅析迁西板栗品牌推广策略 院（系） 工商管理学院 专业 市场营销 学 号 201116100203 学生姓名 代立双 指导教师 刘若敏 起讫日期 2015.1.10-2015.4.17 设计地点 中文摘要 随着众多板栗产业的迅速发展，企业间的竞争变的日趋激烈，为了能够在这样激烈的市场环境中更多的抢占一些市场份额，在板栗市场中占有一席之位，众多商家可谓是你争我赶，都在制定相关的改进措施提升各自的产品。而在这些众多的改进举措中显得尤其重要的就是关注其自身的品牌建设问题，也就是根据其产品的实际情况制定并实施适合其产品特色的品牌推广策略，以期形成企业的核心竞争力，具备相应的品牌竞争优势，进一步巩固企业的营销现状，进而获取收益。文章在对国内相关的品牌推广理论知识部分进行了细致的研究之后，本着以理论知识框架为基础的原则，分析了迁西板栗在中国板栗市场品牌推广过程中所遇到的各种情况，包括运用SWOT分析了迁西板栗在品牌推广过程中的优势、劣势、机会以及威胁，并进行了细致的阐述。而后据此作出了相应的理论指导，以期在此基础上能够总结相关经验，制定出迁西板栗在中国板栗市场品牌推广策略的实施途径和据此可行的对策措施。最后由此扩充到相关的区域性产品品牌推广策略，这样可以给类似的区域性产品提供相关的借鉴经验，更好地为相关企业乃至全国各地的区域性产品树立标榜形象，促进众多企业的顺利发展。 关键词：迁西板栗 品牌推广 SWOT 策略 Abstract With the rapid development of chestnut industry, the competition between enterprises is becoming more and more fierce, in order to be able to seize more market shares in the fierce market environment and to occupy a leading position in the Chinese market, many businesses are rushing and upgrading their products related to their improvement measures.Particularly important is to pay attention to the problem of the brand construction of its own in many of these improvement measures, which is according to the actual situation of its products to develop and implement brand marketing strategy suitable for the characteristics of the product. In order to form the core competitiveness of enterprises and to have the competitive advantage, to further consolidate the status of enterprise marketing, and then access to income more,they do a lot. After a detailed study based on the related theoretical knowledge of brand promotion, in line with the theoretical framework of knowledge based principles, the text analyses all kinds of Chinese chestnut in Qianxi encountered in the process