“三家村”西湖藕粉品牌提升策略研究.docx

本科毕业论文（设计） 论文题目:“三家村”西湖藕粉品牌提升策略研究 所在学院 专业班级 学生姓名 学号 指导教师 职称 完成日期 年 月 日 毕业论文独创性声明 本人郑重声明所提交的毕业论文是本人在指导教师的指导下进 行的研究工作及取得的研究成果。除文中特别加以标注的地方外，论 文中不包含他人已经发表的学术成果或者他人为获得高等院校学位 而使用过的材料，论文中不涉及任何知识产权纠纷。否则，本人将承 担一切责任。 学生签名： 口 期： 西湖藕粉是和西湖龙井、杭白菊等并称的中国名产，从南宋起就成为贡品, 几百年来深受人们喜爱。近年来，杭州藕粉市场更是如火如荼的发展，品牌众 多。然而杭州市质监局最近的检查表明，市场上一些“藕粉”添加了马铃薯粉、 木薯粉等淀粉，充当藕淀粉，涉嫌掺杂掺假。有的來白外地的劣质产品也纷纷 打出“西湖藕粉”的牌子。西湖藕粉市场亟待崛起一个领导品牌，“三家村”西 湖藕粉历来在消费者心屮具有良好的口碑，但近段时间以來也被卷入了 “不良 藕粉”事件，品牌形象的提升刻不容缓。 本文通过“三家村”西湖藕粉厂的品牌研究，以及杭州市场的藕粉消费调 查，经过分析给以“三家村”西湖藕粉厂品牌提升的建议，以保住这块历史悠 久含金量十足的老牌子。另一方面也推动杭州保护好西湖藕粉这块具有地理性 标志的土特产品区域品牌。 关键词：西湖藕粉；三家村；调查；品牌；对策 Abstract The west lake lotus root starch is famous in China with The tea of the west lake Long Jin and Hangzhou White chrysanthemum,has become a tribute from the southern song dynasty.hundreds of years which is very popular. In recent years,hangzhou lotus root starch market is the height of development,there are many of brands. But at the latest tests show that hangzhou pledges inspect bureau,some nlotus root starchH add the potato powder,tapioca starch,etc,and acted as lotus root starch,suspected of adulteration doped in the market. Some from the field of inferior products also hit in succession west lake lotus root starch brand. The west lake lotus root starch market rise to a leading brand/The Three village11 west lake lotus root starch has always been in the consumers1 mind has a good public praise,but in recent times was also involved in a bad lotus root starch events血and image promotion is urgently needed. This article through the Hthree villageH and the west lake lotus root starch factory brand researches well as hangzhou market lotus root starch consumption survey,through analysis to nthree villageH and the west lake lotus root starch factory brand promotion proposal^to keep the value of the brand with a long history. On the other hand also facilitate hangzhou west lake lotus root starch this has good protection of local products to rational sign of regional brand. Keywords: