阿尔曼清真食品工业集团公司品牌战略研究.docVIP

阿尔曼清真食品工业集团公司品牌战略研究 北京理工大学工商管理硕士(MBA)学位论文 摘要 21 世纪,全球已进入品牌国际化的竞争时代,品牌已成为一种新的国际语言融 入到全世界每个人的生活中,其作用日益突出。事实证明,一个享有极大声誉的品牌 是企业一笔巨大的财富。品牌,代表着价值、地位、品质、承诺,还有更多的难以言 喻的高附加值。进入二十一世纪,市场竞争的终极是消费市场的竞争,而在消费市场 上,消费者最注重的将是品牌,最终的市场竞争将会演变成品牌,所以未来的市场营 销是跨越国界的、无形的品牌资产的竞争,拥有了品牌资产,就等于拥有了竞争的资 本。因此,正确品牌战略的运作对一个企业的生存和发展至关重要。 本文以地处新疆的少数民族民营企业??阿尔曼清真食品工业集团公司(以下简 称为阿尔曼公司)为研究对象,利用所学的理论知识和对公司实际调查的结果,对阿 尔曼公司品牌战略运营现状进行调查和分析,进而提出改进措施。本文首先回顾了近 年来品牌战略理论的发展历程,阐述了品牌战略中的诸多品牌理论如品牌的概念及内 涵,品牌定位及其管理等。再介绍了新疆清真食品行业的基本情况。在上述理论概念 阐述的基础上,联系实际,剖析了阿尔曼公司品牌战略实施情况。对阿尔曼公司品牌 战略中最为关键的因素进行了分析,并且给出了阿尔曼公司在实施品牌战略过程中的 有针对性的建议,以更加有效地实施品牌战略管理。 关键词:少数民族企业新疆品牌战略管理II 北京理工大学工商管理硕士(MBA)学位论文 Abstract In the 21st century, it has got into the competitive times of the international trademarks all over the world. The trademarks, which gradually take outstanding effects and blend into our lives, have been a kind of international language. As a matter of fact, a good trademark is just the huge riches for the enterprises. Trademarks, which represent value, position, quality and promise, also bring us large and inestimable extra value. The consume-market has been the ultimate competitive market during the 21st century, and the trademark is the focus to consumers. The trademark competition will be the ultimate aim. It is invisible and international. To own the trademark is to own the capital for the competition. Therefore, it is quite important to have a sound trademark strategy for the enterprisesWe regard Arman Muslims’Food Company Arman for short as the object of study. We investigate and analyse the situation of the trademark strategy of Arman with the related theory and the survey, and then put forward the effective and improvable measures. First of all, we reviewed the course of the trademark strategy theory in recent years, and expounded some trademark theories, such as the conception, the connotation, the position and the management. Then we introduced the basic conditions. On this basis