良品铺子品牌定位策略研究.docxVIP

PAGE 2 良品铺子品牌定位策略研究 内 容 摘 要 我国休闲食品的市场规模正在不断扩大，有着巨大的市场潜力，同时也面临着新的挑战。随着各大休闲食品品牌行业集中度提高，市场竞争更加激烈。品牌定位成为企业提高核心竞争力的关键。 本文以休闲食品代表之一的良品铺子为例进行深入的品牌定位策略研究。首先对良品铺子企业及品牌发展进行概述介绍，再对休闲零食行业发展现状及同类型品牌进行分析，最后以钻石图定位理论为基础，系统地分析了良品铺子品牌定位策略，找出良品铺子在的品牌定位策略上存在的问题。针对这些问题，本文提出了通过坚守品质及口味，提高品牌认可度；加大研发力度，提升核心竞争力；优化定价策略，提升服务体验；加快推进全渠道布局，扩大地区覆盖范围方面的优化建议，为良品铺子及休闲食品行业提出借鉴与启示。 关键词：休闲食品行业；良品铺子；品牌定位；钻石图定位 PAGE 2 Research on Brand Positioning Strategy of BESTORE Abstract The market scale of leisure food in our country is expanding constantly, which has huge market potential and faces new challenges at the same time. With the increasing concentration of major leisure food brand industries, the market competition is more intense. Brand positioning has become the key to improve the core competitiveness of enterprises. In this paper, one of the representatives of leisure food BESTORE as an example of in-depth brand positioning strategy research. First of all, it summarizes the development of BESTORE and brands, then analyzes the development status of leisure snack industry and the same type of brands. Finally, based on the diamond map positioning theory, it systematically analyzes the brand positioning strategy of BESTORE and finds out the existing problems in the brand positioning strategy of BESTORE In view of these problems, this paper puts forward some suggestions to improve brand recognition by sticking to quality and taste, increase R D efforts, enhance core competitiveness, optimize pricing strategies, enhance service experience, accelerate the promotion of omni-channel layout, and expand regional coverage, so as to provide reference and Enlightenment for BESTORE and leisure food industry. Key words: Leisure food industry; BESTORE; brand position; Diamond positioning. 目 录 TOC \o 1-3 \h \z \u 内 容 摘 要 I Abstract II 一、绪 论 1 (一) 研究背景及意义 1 (二) 国内外研究综述 1 1. 国外研究综述 1 2. 国内研究综述 2 (三) 研究目标与内容 3 1. 研究目标 3 2. 研究内容 3 (四) 研究方法 3 1. 文献分析法 3 2. 案例分析法 4 二、品牌定位