- I - 摘要 小包装食用油行业自上个世纪九十年代兴起后，一直蓬勃发展。各粮油集团对 小包装食用油市场份额的争夺也到了白热化的阶段。除了像 益海嘉里、中粮集团、 国际四大粮商等大集团外，像鲁花、三星、西王这样的民营企业也都加入进来，让 小包装食用油市场硝烟四起，竞争激烈。若想在竞争激烈的市场洪流中 激流勇进， 维护好品牌形象，提升品牌价值，提高大众对品牌的美誉度，无疑是各大粮油集团 的根本任务。 金龙鱼品牌作为小包装食用油行业的引领者，上个世纪九十年代，首 次把小包 装油的概念引入中国，改变了大众以往打油吃的局面。在行业高速发展的前二十年， 金龙鱼品牌的母公司益海嘉里集团也不断发展壮大，一度成为国内举足轻重的粮油 集团。然而面对不断变化的竞争格局，甚至一些同行业者的恶意竞争，金龙鱼品牌 出现了美誉度下降、品牌竞争力减弱等问题。如何有效提升品牌形象，重建品牌资 产，是本文 重点讨论的问题。 首先，本文系统地梳理了品牌相关理论，明确了品牌的概念、战略品牌管理流 程和品牌提升相关理论；将本文对宏观环境、中观环境以及内部环境分析需要的 PEST理论、波特五力模型理论和SWOT分析法进行归纳总结。为本文的研究提供 了可靠的理论基础。 其次，本文运用PEST理论和波特五力模型理论探讨金龙鱼所在的市场环境，对 金龙鱼所面临的整体社会经济等宏观环境以及行业内的竞争形势进行了剖析；利用 SWOT分析法对金龙鱼品牌发展中的优势、劣势、机会和挑战分别进行了分析和阐 述，为接下来 的提升策略的制定提供依据。 最后，通过对金龙鱼品牌的宏观、中观、微观环境的洞察，制定出一套金龙鱼 品牌提升的策略，并为确保金龙鱼品牌提升策略的顺利进行，提出了 这些提升策略 的具体实施方法和保障措施。 本文主要采取文献综述法和实践调查等方法，借鉴传统品牌提升中的方法，结 合粮油品牌的特点，为粮油品牌的提升提供了策略和思 路。同时，金龙鱼品牌面临 的问题也是目前我国市场环境下存在的普遍问题。除了金龙鱼在竞争中遭遇了一些 非常手段外，如农夫山泉、超能洗衣液等也都遭遇过一些类似的恶 意竞争。本文希 燕山大学工商管理硕士学位论文 - II - 望通过对金龙鱼品牌提升策略的研究和探讨，来对其他行业的品牌研究也提供一些 思路和看法。 关键词：品牌资产；市 场竞争；品牌老化；品牌提升；金龙鱼 Abstract - III - Abstract The small packaged edible oil industry has been booming since its rise in the last ninety years. The grain and oil group's competition for the market share of small packaged edible oil is at its most intense stage. In addition to the major groups such as YIHAI KERRY, COFCO group, the four major international grain merchants, such as Lu Hua, San Xing, Xi Wang and other private enterprises are also joined in, so that the small packaging edible oil market is in fierce competition. It is the fundamental task of the major grain and oil group to maintain the brand image, enhance the brand value and improve the popularity of the brand, if they want to remain competitive in the fierce competition of the market. As the leader of the small packaging edible oil industry, the golden dragon fish brand has first introduced the concept of small packaging oil to China in the 90s of last century, which changed the situation of the public in the past. In the first twenty years of the rapid development of the industry, the parent company of the golden dragon fish brand, Yihai Kerry group, has became the most important grain and oil group in China. However, in the face of the changing competition pattern and even the malicious competition from the competitor, the brand of golden dragon fish has a decline in reputation and the weakening of brand competitiveness. How to effectively enhance brand image and rebuild brand equity is the key issue discussed in this paper. First, this paper systematically combed the brand related theory, clarified the concept of brand, the management process of strategic brand strategic and the theory of brand promotion, and summarized the PEST theory, the Potter five force model theory and the SWOT analysis method for the macro-environment, the medium- environment and the internal-environment analysis. It provides a reliable theoretical basis for this study. Secondly, this paper uses the PEST theory and Potter's five force model theory to explore the market environment of golden dragon fish facing, analyzes the macroeconomic environment and the competition situation in the industry, and uses SWOT analysis to carry out the advantages, disadvantages, opportunities and challenges 燕山大学工商管理硕士学 位论文 - IV - in the development of golden dragon fish brand respectively. Analysis and elaboration provide the basis for the formulation of the next promotion strategy. Finally, through the insight into the macro, medium and micro environment of golden dragon fish brand, a set of strategies for the promotion of golden dragon fish brand is formulated, and the concrete implementation methods and safeguard measures are put forward to ensure the smooth progress of the brand promotion strategy of golden dragon fish. This article mainly adopts the methods of literature review and practice investigation, and draws lessons from the traditional brand promotion methods and combines the characteristics of grain and oil brands, and provides strategies and ideas for the promotion of grain and oil brands.At the same time, the problem faced by the brand is also a common problem in China's market environment. Besides the golden dragon fish encountered some vicious competition, such as farmer mountain spring, super energy laundry liquid and so on have also encountered some similar malicious competition. This article hopes to provide some ideas and opinions on brand research of other industries through the research and discussion on the strategy of brand enhancement. Keywords: brand asset；market competition；brand aging；brand enhancing；the gold dragon fish 目 录 - V - 目 录 摘要 ....... I ABSTRACT .......................... III 第1章 绪 论 ....................... 1 1.1 研究背景及意义 ......... 1 1.1.1 研究背景 ............... 1 1.1.2 研究意义 ............... 2 1.2 国内外研究现状 ......... 2 1.2.1 国外研究现状 ....... 2 1.2.2 国内研究现状 ....... 5 1.2.3 国内外研究述评 ... 8 1.3 研 究内容和研究方法 . 9 1.3.1 研究内容 ............... 9 1.3.2 研究方法 ............. 10 第2章 相关理论基础 .......... 11 2.1 相关理论 .................... 11 2.1.1 品牌的概念 .......... 11 2.1.2 战略品牌管理流程 ............................. 11 2.1.3 品牌提升理论 ..... 13 2.2 相关分析方法 ........... 13 2.2.1 PEST 分析法 ........ 13 2.2.2 波特五力模型分析法 ........................ 14 2.2.3 SWOT分析法 ...... 15 2.3 本章小结 ................... 16 第3章 金龙鱼品牌市场环 境分析 .................... 17 3.1 金龙鱼母公司概况与品牌发展历程 ...... 17 3.1.1 金龙鱼母公司业务概况 .................... 17 3.1.2 金龙鱼品牌发展历程 ........................ 17 3.2 宏观环境分析 ........... 18 3.2.1 政治环境 ............. 18 3.2.2 经济环境 ............. 19 3.2.3 社会环境 ............. 19 燕山大学工商管理硕士学位论文 - VI - 3.2.4 技术环境 ............. 20 3.3 行业竞争环境分析 ... 20 3.3.1 新进入者的威胁 . 20 3.3.2 同行业者的竞争程度 ........................ 23 3.3.3 替代品的威胁 ..... 23 3.3.4 购买者的议价能力 ............................ 24 3.3.5 供应商的议价能力 ............................ 24 3.4 本章小结 ................... 26 第4章 金龙鱼品牌发展现状 ............................ 27 4.1 金龙鱼品牌发展现状 .............................. 27 4.1.1 品牌定位和价值 . 27 4.1.2 品牌营销活动 ..... 28 4.1.3 品牌绩效评估 ..... 29 4.2 金龙鱼品牌发展SWOT分析 ................. 30 4.2.1 优势分析 ............. 30 4.2.2 劣势分析 ............. 31 4.2.3 机会分析 ............. 32 4.2.4 威胁分析 ............. 33 4.3 本章 小结 ................... 40 第5章 金龙鱼品牌提升策略制定 .................... 41 5.1 品牌体系与架构的建立 .......................... 41 5.1.1 构建品牌体系 ..... 41 5.1.2 设计品牌架构 ..... 42 5.2 管理策略优化 ........... 44 5.2.1加强公司内部管理 ............................. 44 5.2.2提升客户服务品质 ............................. 45 5.3 价格策略调整 ........... 46 5.3.1 重新定位品牌价值与特性 ................ 46 5.3.2 针对不同的定位调整价格 ................ 47 5.4 营销