霍州花馍馍品牌策划探析论文设计材料资料.docx

摘 要 PAGE PAGE I 摘 要 面食作为我国的主要食物之一，历史悠久，霍州花馒馒是山西省的传统文化民俗旅游工艺品，亦可食用，由于花馍馍的生产方式是以农村的小作坊的形式开展的，没有大规模的生产，尽管被舌尖上的中国评为“中国特色传统美食”，但众所周知，它知名度仍然不高，在公众的视野中也没有一个“品牌”的概念，这说明霍州花馍馍在很多方面还有很多不足。 本文以霍州花馍馍为研究对象，主要分析其品牌存在的问题及其原因。首先，运用品牌策划的相关理论，为霍州花馍馍品牌的不足之处提供理论指导。其次，对霍州花馍馍品牌问卷调查的结果再次进行深入剖析，找出存在的问题及其原因。最后，在科学理论的基础上，提出相对应的改进策略，并提出霍州花馍馍品牌策划方案。在竞争激烈的市场中打造出属于自己的品牌，提高自己的竞争力，使霍州花馍馍在消费群体中的影响力不断上升，而且在市场上的占有率也逐渐提高。 关键词：花馍馍；品牌策划；品牌推广 PAGE II PAGE II ABSTRACT Head of steamed buns as one of the main food in China, has a history of long standing and well established, huo zhou flower Man Man is a kind of shanxi traditional folk arts and crafts, also can eat, because the flower bun mode of production is carried out in the form of rural small workshops, no large-scale production, even if be the tip of the tongue on the Chinese as characteristics of the traditional food, but the popularity is still not high, there is no form in the publics view of a brand concept, can be seen in the many problems. This paper chooses huozhou hua-moma as the research object, the main analysis，the problems and reasons of huamo brand in Huozhou. First of all, the theoretical knowledge of brand planning is for problem existing in huozhou hua-moma. Secondly, the questionnaire results of huozhou hua-moma were deeply analyzed to find out the problems and causes. Finally, based on the knowledge of scientific theory, this paper puts forward the corresponding improvement strategy and brand planning scheme for huozhou hua-steamed was proposed. Strive to create their own brand in the competitive market, improve its competitiveness. In this way, the popularity of huozhou steamed bun in consumer groups keeps rising and the market share of huozhou steamed bun is gradually increased. Key words: Steamed bun,Brand planning,Brand promotion PAGE V PAGE V 目 录 TOC \o 1-3 \h \z \u 摘 要 I ABSTRACT II 1 引 言 1 1.1 研究背景与意义 1 1.1.1 研究背景 1 1.1.2 研究意义 1 1.2 国内外研究现状 1 1.2.1 国外研究现状 1 1.2.2 国内研究现状 2