旺旺品牌营销策略浅析.docVIP

PAGE 14 摘 要 互联网的高速发展给企业的营销环境带来了新的挑战和机遇，目前市场竞争已经从产品竞争转为品牌营销竞争。一个企业的产品、技术、渠道、管理方法和运营模式很容易被竞争对手复制和模仿，只有品牌是无法复制的。企业通过品牌营销来获得消费者对品牌的认同和支持，创造品牌价值并提升品牌效益。实施品牌营销策略对于企业的发展及市场竞争地位的提升有着至关重要的作用。 目前，随着休闲食品市场规模不断地扩大，而消费者的购买行为也更注重个性品牌化，市场竞争日益激烈。旺旺是休闲食品品牌的“老字号”，通过出色的品牌营销策略的实施，提升品牌知名度和重塑品牌形象。本文研究沿着分析现状——发现问题——给出对策的思路，主要采取案例分析法和文献分析法，结合相关文献理论，整理品牌营销的相关内容，奠定本文研究理论基础，通过案例分析法的方式，以旺旺集团的品牌营销为核心，对品牌营销的相关内容进行分析，明确当前旺旺集团品牌营销策略的实施及存在的缺陷，提出针对性改进的建议，希望为国内休闲食品企业品牌营销提供参考。 关键词：旺旺 品牌营销 营销策略 ABSTRACT The Internet has created chanes and challenges for business and the marketing environment. Competition in the current market has shifted to brand marketing competition in product competition.The products, technologies, channels, management methods and operation modes of an enterprise are easily copied and imitated by competitors. A companys core competitiveness is to be characterized only by its brand and participate in market competition. Enterprises gain consumers recognition and support for the brand through brand marketing, create brand value and improve brand benefits. The high or low level of the brand marketing strategy will affect the space for the development of the enterprise and will also affect whether the enterprise has a long-term effective tool for the core competitiveness in the industry. As the casual food market continues to expand, consumers pay more attention to brand personalization in their buying behavior, and the market is becoming increasingly competitive.Wangwang is a time-honored brand of leisure food brand, which occupies an important position in the sales of leisure food and relies on excellent marketing strategies to enhance brand awareness and reshape brand image. This article studies along the analysis present situation-discovered the question-gives the countermeasure mentality, mainly adopts the case analysis method and the literature analysis method, unifies the related literature theory, arranges the brand marketing related content, establishes this article resear