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在消费者对产品选择的过程中，由于消费者的需求不同，对产品的要求就不同，企
业的产品如何被消费者看中是关键。而企业进行品牌建设就可以把自己的产品赋予
一定的特点，通过品牌不仅可以容易让消费者认识或识别，还可以把企业产品的功
能属性等特征很好的传递给消费者。这样消费者也较容易购买到自己满意的产品
所以现代企业进行品牌建设意义重大，也非常必要，因为只有进行品牌建设，企业
的发展才会更好
本文以凯利达公司品牌建设为例并结合品牌建设的相关基础理论，通过到凯利
达公司的走访和问卷调查，了解到公司品牌建设取得了一定的成绩，同时也存在一
些问题，尤其在品牌建设方面的问题更为严重。因为品牌建设的落后将会制约企业
的进一步发展。本文在理论方面阐述了企业进行品牌建设的意义和方法。其次，根
据其在品牌建设方面存在的问题。如企业品牌意识不强、产品品牌定位不明确、品
牌宣传不到位，品牌管理不科学等问题进行了分析。最后，本文对凯利达公司品牌
建设提出了相关对策和建议，从公司进行品牌建设的战略方面和品牌建设的策略方
法进行了论证，通过公司进行品牌建设意识的树立到策略方法的制定都进行了详细
阐述。如重视品牌资产建设、加强产品质量管理、重视企业品牌的传播、提高产品
的功能属性和完善品牌管理体系
关键词：品牌 ；产品品牌；品牌建设I
ABSTRACT
With the continuous development of social economy in our country, people of
agricultural products especially meat products have become increasingly demanding high
quality, strengthen the agricultural products especially meat products brand building can
enhance the quality of meat products to provide better protection. The agricultural
product brand construction is a systematic project, not a pro and kick. Brand building is a
product of highly developed commodity economy, the market economy is the result of
the competition, the enterprise product sales marketing activities, product first need to let
consumer awareness, consumer awareness of the product only by the conditions, can be
sold. In the process of consumer choice of products, due to the different needs of
consumers, the product requirements are different, and how the products are valued by
consumers is the key. The enterprise brand building can have characteristics of their
products would be given, through the brand can not only easy to let consumers know or
identify, also can put the function characteristics of enterprise products good transfer to
consumers. In this way, consumers are more likely to buy their own satisfactory products.
Therefore, the brand building of modern enterprises is of great significance, but also very
necessary, because only through brand building, the development of enterprises will be
better.
In this paper, klidar company brand building as an example and combining with
the basic theory of brand building, through to the CAI company interview and
questionnaire survey, to understand the company&39;s brand construction has made some
achievements, there are also some problems, especially in brand building of the more
serious problems. Because the backwardness of the brand construction will restrict the
further development of the enterprise. This paper expounds the significance and methods
of brand building for enterprises in theory. Secondly, according to the existing problems
in brand building found in field investigation on Kailida company, such as enterprise
brand awareness is not strong, the product brand positioning is not clear, brand publicity
is not in place, the brand management problems are analyzed. Finally, this paper puts
forward some relevant countermeasures and suggestions for the construction of brand
strategy and brand Kailida company, the construction methods of brand building from the
company demonstrates the brand building awareness through the company&39;s strategy to
set up the method are introduced in detail. Such as paying attention to brand asset
construction, strengthening product quality management, attaching importance to theII
dissemination of enterprise brand, improving the functional attributes of products and
improving the brand management system.
Key words：brand; product brand; brand building1
目 录
第一章 绪论 ·1
第一节 研究的背景和研究的意义··1
一、研究的背景··1
二、研究的意义··2
第二节 国内外农产品品牌建设研究回顾··2
第三节 研究内容和方法3
一、研究内容 ··3
二、研究方法 ··4
第二章 品牌建设相关理论基础5
第一节 品牌内涵与特征5
一、品牌的内涵··5
二、品牌主体 ··5
三、品牌文化 ··6
四、农产品品牌建设的特殊性··6
第二节 品牌资产创建基础理论7
一、戴维·艾克品牌创建理论··7
二、凯文·莱恩·科勒的品牌建设金字塔理论 ·7
第三节 品牌创建的基础理论·8
一、品牌定位理论·8
二、品牌传播理论·9
三、品牌忠诚理论·9
第三章 凯利达公司现状及其品牌建设的影响因素··11
第一节 凯利达公司品牌建设现状11
一、凯利达公司发展基本情况11
二、凯利达公司品牌发展情况12
第二节 凯利达公司品牌建设影响因素122
一、品牌建设的观念因素··12
二、品牌建设的投入要素因素13
三、企业经营模式和品牌管理因素·13
四、品牌经营战略因素 ··14
五、品牌营销策略要素 ··14
第四章 凯利达公司品牌建设调查分析·16
第一节 凯利达公司品牌建设问卷调查
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