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MBA毕业论文_北川特色农产品_AD姑娘_的品牌定位研究

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文本描述
Southwest University of Science and Technology
Master Degree Thesis
Research on the brand positioning
of AD girl of Beichuan's
characteristic agricultural products
Grade : 2015
Student Number: 2015020034
Candidate: Li Jing Zhi
Academic Degree: Master’s Degree
Speciality : MBA (Master of Business Administration)
Supervisor: He Bo
Guest Supervisor: Zhao De Jun
June 16, 2018
独 创 性 声 明
本人声明所呈交的论文是我个人在导师指导下进行的研究工作及取得的研究
成果。尽我所知,除了文中特别加以标注和致谢的地方外,论文中不包含其他人
已经发表或撰写过的研究成果,也不包含为获得西南科技大学或其它教育机构的
学位或证书而使用过的材料。与我一同工作的同志对本研究所做的任何贡献均已
在论文中作了明确的说明并表示了谢意
签 名:日 期:
关于论文使用和授权的说明
本人完全了解西南科技大学有关保留、使用学位论文的规定,即:学校有权
保留学位论文的复印件,允许该论文被查阅和借阅;学校可以公布该论文的全部
或部分内容,可以采用影印、缩印或其他复制手段保存论文
(保密的学位论文在解密后应遵守此规定)
签 名:导师签名: 日 期:
西南科技大学硕士研究生学位论文 第I页
摘 要
发展品牌农业已成为我国推动农业现代化进程、提升农业发展质量的重要战
略举措,并已成为农产经营企业提高产品综合效益的重要手段。经过多年的培育
和发展,我国农业品牌的数量快速增加,但从内涵和质量来看,与发达农业经济
国家相比还有较大差距,尤其是品牌的低质、同质现象在中小农产企业中普遍存
在。作为目前我国农业经济的参与主体,中小农产企业及其品牌的发展,不仅关
乎企业自身的生存与成长,也影响着我国农业整体质量的提高
鉴于此,本研究选择了北川地区较有代表性的特色农产品经营企业-四川AD
姑娘农业科技发展有限公司作为研究对象,通过回顾“AD姑娘”的品牌经营活动,
对企业所处的内外部环境进行了分析,并依据“定位钻石图”的理论与方法,从
找位、选位、到位三个环节对企业的品牌定位进行了设计:首先,在市场细分和
描述的基础上,明确了其“以青中年为主的外地(含旅游市场)消费群体”的目
标市场;其次,围绕目标市场的特点,分别从价值、利益、属性三个方面确立了
其品牌定位点;最后,依据目标消费群和品牌定位点,从产品、价格、渠道、传
播以及保障措施5个方面,提出了针对性的策略与建议。通过本研究,希望对该
企业目前面临的品牌发展困境有所帮助,启发企业在今后的生产经营活动中自觉
运用科学的营销理论与方法,不断调整、完善和提升自身定位,从而在激烈的市
场竞争中获得更好的发展空间与成长优势
关键词:品牌定位;定位钻石图;北川特色农产品;AD姑娘
西南科技大学硕士研究生学位论文 第II页
Abstract
The development of brand agriculture has become an important strategic measure to
promote the process of agricultural modernization and improve the quality of
agricultural development in China, and has become an important means for agricultural
enterprises to improve the comprehensive benefits of products. After years of
cultivation and development, the number of agricultural brands in China has increased
rapidly, but in terms of its connotation and quality, there is a big gap compared with the
developed agricultural economy countries, especially the low quality and homogeneity
of the brand is common in the small and medium-sized agricultural enterprises. As the
main part of our country's agricultural economy, the development of small and
medium-sized agricultural enterprises and their brands is not only related to the
survival and growth of the enterprises themselves, but also to the improvement of the
overall quality of agriculture in China.
In view of this, the research selected the representative agricultural product
management enterprise in Beichuan - Sichuan Qiang girl agricultural science and
Technology Development Co., Ltd. as the research object. Through the review of the
brand management activities ofQiang girl, the internal and external environment of
the enterprise was analyzed and the theory and prescription of diamond map was
based on the research. The article designs the brand positioning of the enterprise from
three aspects: finding, selecting and putting in place. First, on the basis of market
segmentation and description, the target market is defined as the consumption group
in the field of green and middle-aged (including tourism market). Secondly, the
characteristics of the target market, from the value, interest, and the characteristics of
the market. The brand positioning points are established in three aspects. Finally,
according to the target consumer group and brand positioning point, the targeted
strategies and suggestions are put forward from the 5 aspects of product, price, channel,
communication and safeguard measures. Through this study, we hope to help the brand。