聚德华天老字号品牌战略研究.doc

Y 861771 对夕卜经济贸易大学 工商管理硕士 (MBA)学位论文 论文题目：聚德华天老字号品牌战略研究 主题词：養饮业老字号聚德华天品牌战略 研究生姓名：贾飞跃 导师姓名：刘子安教授 论文起止时间：2005.6—2005. 11 ABSTRACT The thesis makes a specific analysis in the brand construction and mangement of Judehuatian Holding Company LTD according to the theories studied and the practical experience in recent years. The primary research and discuss on the brand strategy of Judehuatian, a hi storied brand in China, is expected to assist solving some practical problems in the business. The thesis consists of four parts. First, introduce the background information.This part mainly introduces the overall situation of historied brands of restaurants in China, the development of the restaurant market in Beijing and other cities in China, the basic information of the Judehuatian Holding Company LTD and its main problems in the brand management.The second ,research in the market survey and target market of the historied brand judehuatian. Market survey is an important beginning of the establishment of a suitable brand strategy. Through market survey, the company can learn the general information of the present customer groups of the historied brand, re-select the target market according to the market segmentation and adopt the proper policy for market coverage. Third, research in the market positioning of the historied brand judehuatian.This part includes two levels of brand positioning—-the brand of the company and the historied brands of subordinate restaurants. The company may keep the brand positioning of Clean and Healthy or consider another brand positioning of Historied Brand and Wonderful Flavor. The subordinate historied restaurant should set their respective brand positioning according to their own features, advantages and historical trails. Fourth, research in relevant brand strategies of the historied brand judehuatian.This part mainly expounds some relevant brand strategies including the name selection and trade-mark designing of Judehuatian, the relationship