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MBA硕士毕业论文_青岛啤酒品牌维护研究DOC

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I 摘要 自改革开放以来,我国经济和文化实力都得到了飞速的发展,人民群众的物质生 活水平也得到了很大的提高,年轻一代人群在特定社会环境的影响下,消费能力也在 不断提高。青岛啤酒作为我国啤酒行业的领军企业,必须要慎重考虑怎样才能在国内 众多啤酒品牌竞争激烈的市场环境下,通过科学严谨的行业市场调查探寻消费者的心 理变化,通过制定一系列的品牌发展战略措施,维护企业形象宣传企业文化,从而保 持自身啤酒品牌的核心竞争力。自中国加入世界经济贸易组织后,全球经济一体化的 趋势不断加快,虽然中国的加入给我国经济带来了不可多得的发展机遇,但同时也使 得青岛品牌不仅面临着国内啤酒品牌市场份额的抢占,同时还要面临海外啤酒品牌所 带来的冲击。 本文通过对青岛啤酒品牌维护的研究,在基础理论的研究上,深入探讨和分析了 在青岛啤酒品牌维护中出现的政府政策方针、啤酒市场内外部环境和企业存在的制度 和管理缺陷,并提出切实可行的应对措施。本文一共涵盖了五个部分。第一章节是导 论,通过对当前品牌维护的社会背景进行分析,阐述了课题研究的目的和意义,参考 对比了国内和海外学者的研究现状;第二章节从学术理论的角度出发,对品牌维护所 涉及的基础理论及发展理念进行了简单的梳理;第三章节主要对青岛啤酒这一品牌的 维护现状进行了客观分析,发现啤酒行业目前所存在的外部共性问题及青岛啤酒公司 品牌维护的自身问题;第四部分以青岛啤酒公司现有的品牌维护机制为基础,对现有 的危机预案和多品牌延伸策略提出优化提升方案,并最终通过现代化企业的运营管理 方式确保达到品牌维护的最终目的;第五章节主要针对品牌维护中的不足之处提出更 加有针对性的建议,确保青岛啤酒品牌维护战略能够更加完善。 本文通过对青岛啤酒品牌维护的研究,发现青岛啤酒公司在品牌基础维护、危机 防范处理以及多品牌延伸策略方面均有优化提升的空间,针对公司实际提出品牌维护 的优化方案,并提出具体的落实对策。本论文对青岛啤酒的品牌维护的研究,不光希 望对青岛啤酒的品牌维护起到一定的帮助,同时还希望为同类快速消费品生产销售企 业起到一定的参考和借鉴经验。 关键词,青岛啤酒;品牌维护;品牌危机西北农林科技大学硕士学位论文 IIABSTRACT III ABSTRACT Since the reform and opening up, China's economic and cultural strength has been rapid development, the people's material living standards have also been greatly improved, the younger generation of people under the influence of specific social environment, consumption capacity is also constantly improving.Tsingtao Beer, as the leading enterprise of beer industry in China, must carefully consider how to maintain the image of enterprise propaganda enterprises through scientific and rigorous industry market survey and formulation of a series of brand development strategy measures in order to explore the psychological changes of consumers under the fierce competition of many beer brands in the domestic market environment. Industry culture, so as to maintain the core competitiveness of its own beer brand.Since China's accession to the World Economic and Trade Organization, the trend of global economic integration has been accelerating. Although China's accession has brought rare development opportunities to China's economy, it also makes Qingdao brand not only face the seizure of domestic beer brand market share.At the same time, we must also face the impact of overseas beer brands. Based on the research of brand maintenance of Qingdao Beer and basic theory, this paper deeply explores and analyses the government policy and policy, the internal and external environment of beer market and the system and management defects of enterprises in brand maintenance of Qingdao Beer, and puts forward feasible countermeasures. This paper covers five parts altogether. Chapter one is the introduction, through the analysis of the social background of the current brand maintenance, the purpose and significance of the research are elaborated, and the current research situation of domestic and overseas scholars is compared with each other. Chapter two combs the basic theories and development concepts involved in brand maintenance from the perspective of academic theory. Chapter three mainly combs the brand of Qingdao Beer. This paper objectively analyses the current situation of maintenance and finds out the exterior common problems existing in the beer industry and the problems of brand maintenance of Qingdao Brewery Company itself. The fourth part, based on the existing brand maintenance mechanism of Qingdao Brewery Company, puts forward the optimization and promotion scheme for the existing crisis plan and multi-brand extension strategy, and finally ensures through the operation and management mode of modern enterprises. To achieve the ultimate goal of brand maintenance;西北农林科技大学硕士学位论文 IV the fifth section mainly puts forward more targeted suggestions for the shortcomings of brand maintenance, to ensure that the brand maintenance strategy of Tsingtao Beer can be more perfect. Through the research on brand maintenance of Tsingtao Beer, this paper finds that Tsingtao Beer Company has room to optimize and upgrade its brand foundation maintenance, crisis prevention and treatment, and multi-brand extension strategy. According to the company's actual situation, this paper puts forward the optimization scheme of brand maintenance, and puts forward specific implementation countermeasures. The research on brand maintenance of Tsingtao Beer in this paper not only hopes to help the brand maintenance of Tsingtao Beer, but also hopes to provide some reference and experience for similar fast-moving consumer goods production and marketing enterprises. KEYWORDS: Tsingtao Beer; Brand maintenance; Brand crisis目 录 I 目 录 摘要...........................................................................................................................................I ABSTRACT ........................................................................................................................... III 第一章 导论..........................................................................................................................1 1.1 研究背景 ........................................................................................................................ 1 1.2 研究目的与意义 ............................................................................................................ 2 1.2.1 研究目的 .................................................................................................................. 2 1.2.2 研究意义 .................................................................................................................. 2 1.3 国内外研究动态 ............................................................................................................ 3 1.3.1 国内研究现状 .......................................................................................................... 3 1.3.2 国外研究现状 .......................................................................................................... 4 1.4 研究思路和研究方法 .................................................................................................... 6 1.4.1 研究思路 .................................................................................................................. 6 1.4.2 研究方法 .................................................................................................................. 7 第二章 品牌维护基础理论..................................................................................................9 2.1 品牌概念 ........................................................................................................................ 9 2.2 品牌维护的内涵 ............................................................................................................ 9 2.2.1 品牌维护的概念 ...................................................................................................... 9 2.2.2 品牌维护的内容 ...................................................................................................... 9 2.3 品牌维护的相关理论 .................................................................................................. 10 2.3.1 品牌定位理论 ........................................................................................................ 10 2.3.2 品牌营销理论 ........................................................................................................ 10 2.3.3 品牌文化理论 ........................................................................................................ 11 2.3.4 品牌价值理论 ........................................................................................................ 11 2.3.5 品牌生命周期理论 ................................................................................................ 11 第三章 青岛啤酒品牌维护现状及问题分析....................................................................12 3.1 青岛啤酒品牌概况 ...................................................................................................... 12 3.1.1 青岛啤酒品牌标识的发展历程 ............................................................................ 12 3.1.2 青岛啤酒品牌组合的发展历程 ............................................................................ 13 3.1.3 青岛啤酒品牌文化 ................................................................................................ 14 3.1.4 青岛啤酒经营情况 ................................................................................................ 15西北农林科技大学硕士学位论文 II 3.2 青岛啤酒品牌维护现状 .............................................................................................. 17 3.2.1 青岛啤酒品牌的自我维护 .................................................................................... 17 3.2.2 青岛啤酒对品牌的法律维护 ................................................................................ 18 3.2.3 青岛啤酒品牌的经营维护 .................................................................................... 19 3.3 青岛啤酒品牌维护存在的问题 .................................................................................. 21 3.3.1 啤酒行业外部存在问题对品牌维护的影响分析 ................................................ 21 3.3.2 青岛啤酒内部存在问题对品牌维护的影响分析 ................................................ 23 第四章 青岛啤酒品牌维护的优化方案............................................................................25 4.1 加强青岛啤酒品牌的基础维护 .................................................................................. 25 4.1.1 青岛啤酒“毛刷事件” ........................................................................................... 25 4.1.2 全面确保产品质量这一品牌的生命线 ................................................................ 25 4.2 完善青岛啤酒品牌危机的防范处理 .......................................................................... 25 4.2.1 品牌危机的概念 .................................................................................................... 25 4.2.2 处理危机事件的主要原则 .................................................................................... 26 4.2.3 危机事件的处理策略 ............................................................................................ 27 4.3 做好青岛啤酒多品牌策略的品牌延伸 ...................................................................... 31 4.3.1 做好延伸品牌的实力评估 .................................................................................... 31 4.3.2 明确主、副品牌的关联关系 ................................................................................ 31 4.3.3 对延伸品牌进行有效控制 .................................................................................... 31 第五章 针对青岛啤酒品牌维护优化方案的对策与建议................................................33 5.1 持续对现有品牌进行维护与发展 .............................................................................. 33 5.2 做好品牌的“维权”工作............................................................................................... 33 5.2.1 借助执法机关打击假冒伪劣 ................................................................................ 33 5.2.2 加强自身打假维权办公室建设 ............................................................................ 34 5.2.3 加快防伪技术的发展和直营店的建设 ................................................................ 34 5.3 完善品牌危机的预防和反应机制 .............................................................................. 35 5.3.1 设立独立的危机应对解决机构 ............................................................................ 35 5.3.2 对解决危机的原则进行规范 ................................................................................ 35 5.3.3 健全新闻发言人制度 ............................................................................................ 35 5.4 完善新的互联网市场和网络销售平台 ...................................................................... 36