蒙牛品牌策略研究.docVIP

word格式文档 PAGE 专业整理 蒙牛公司品牌策略研究 摘要 乳业是我国发展迅速的朝阳产业，巨大的利润空间吸引大批国外乳业巨头涌入，使我国的竞争态势愈演愈烈，如何在竞争中取胜成为国内乳品企业的一大难题。在产品同质化、价格低廉化和促销手段趋同化的今天，品牌的建设成为企业重新获得竞争优势的一大亮点。 在经济全球化时代，品牌已成为一个国家国力的象征，品牌战略日益受到中国企业的重视。如何创建强势品牌，从而获得竞争优势，是每个企业都十分关注的问题。尤其是乳品企业，目前还没有树立品牌观念，缺乏科学的品牌创建策略。因此，有针对性的进行品牌创建策略研究，对于乳品企业的生存与发展具有重要意义。 本文主要针蒙牛公司，在乳品产业领域，就如何创建品牌策略进行研究，力图寻找一条发展之路。本文以品牌理论和相关战略理论、市场营销理论为研究手段，从我国乳制品行业市场现状和竞争态势入手，深入分析蒙牛在生产和经营中面临的机遇和挑战，以及蒙牛公司品牌化运作的成功秘诀，从总体上强化了文章的主旨，为中国乳品企业的品牌建设提出了建议。 品牌建设要以品牌核心价值为基础，品牌策略规划要统帅和整合企业的一切生产营销等价值活动，品牌的创建、扩张与维护是长期的系统的工程，它的目标是建立较高的顾客忠诚度。 关键词： 蒙牛公司 品牌策略 品牌定位 品牌创建 ABSTRACT Chinese diary industry is an emerging industry, which is developed quickly.Lots of international diary giants are appealed to the possibility of huge profits, which makes the situation of competition growing fiercely. That how to excel becomes a rigor problem for the domestic diary companies. Nowadays, by the background of the similarity of the quality of diary products and the means of promotion and the cheapening of the price, the companies focus on the reconstruction of the distribution brand to gain the competitive advantage. In the ear of global economy, brand has already become a stand ofcomprehensive national strength and received the atention of the Chinese enterpriseday by day. However, how to establish advantage brand and win competition is adifficult problem in front of them, especially those domestic diary companies who havent yet built up a brand concept and lack scientific strategy of brand establishment.So its very meaningful and important for scientific research institutes existence and development to have a pointed research on brand establishment strategy. This paper mainly needle Mengniu companies in the field of dairy industry on how to create brand strategy study, in a bid to find a development road.Combined with brand theory, strategy theory and marketing skills, this pa