关于山西老陈醋品牌的战略研究.docVIP

安徽理工大学毕业论文 PAGE 4 本科毕业论文 关于山西老陈醋品牌的战略研究 STRATEGIC RESEARCH ON BRAND SHANXI AGED VINEGAR. 学院（部）： 专业班级： 学生姓名： 指导教师： 2013年 6月 12日 安徽理工大学毕业论文 PAGE II PAGE II 关于山西老陈醋品牌的战略研究 摘要 山西老陈醋发源于山西省清徐县，在这个安详的城市孕育着浓浓的“醋”味，被称为“中国的醋都”。人们夸起清徐的老陈醋是如何如何的好，熟不知山西老陈醋是中国四大名醋之一，素有“天下第一醋”的美誉。醋扮演的角色在生活中越来越重要，它的功能已不可替代。山西醋品种繁多，老陈醋是典型的优质醋的代表。山西老陈醋积累了大量的荣誉、老字号认证，然而企业不知道如何打造自身企业的差异化品牌特色，老陈醋具备了强有力的传播内容，然而缺乏传播媒介的整合能力，同时产品品牌定位模糊，也难以找出传播的差异化，从而在消费者心目中难以建立一个有区别的品牌形象。本文在实地考察及参考文献的基础上，探究了老陈醋品牌发展的现状及存在的问题，从品牌战略角度着手，提出创建主品牌引领行业新面貌，关注品牌的价值及品牌对企业的战略意义。 关键词：山西老陈醋，品牌价值，品牌战略，品牌危机 STRATEGIC RESEARCH ON BRAND SHANXI AGED VINEGAR. ABSTRACT QingXuXian LaoChenCu originated in Shanxi Province of shanxi, in this peaceful city gestates the lovely vinegar, known as Chinese vinegar. People praised the qing xu LaoChenCu is how good, but the shanxi LaoChenCu is one of Chinas four famous vinegar, known as the world a vinegar reputation. Vinegars role in the life more and more important, its function is irreplaceable. Is a great variety of shanxi vinegar, LaoChenCu is a typical representative of high quality vinegar. Shanxi LaoChenCu accumulated a lot of honor, old authentication, but dont know how to make their own enterprise differentiation brand features, LaoChenCu had the powerful communication content, lack of media integration ability, however, at the same time, the product brand positioning fuzzy, cant find the spread of differentiation, thus in the consumer mind is difficult to establish a differentiated brand image. In this paper, on the basis of on-the-spot investigation and reference documents, explores the LaoChenCu brand development present situation and existing problems, from the perspective of brand strategy, proposed to create the leading industry brand new appearance, pay attention to the value of brand and brand to the enterprise strategic significance. KEYWORDS：brand Shanxi aged vinegar, value, brand strategy，brand crisis 安徽理工大学毕