随着居民消费的不断升级，加之各行各业的竞争日趋白热化,这就要求企业 要根据自身优势，探寻适合自己的竞争战略。波特提出了三大竞争战略，即成本 领先战略、差异化战略及专一化战略。三种战略各具特色，也有各自适用的情形。 而差异化战略，能最大化的发挥品牌效应。本文以王根生品牌为研究对象，通过 对差异化战略等相关理论的研究、王根生品牌的宏观和微观环境的分析，梳理和 分析王根生品牌差异化战略存在的问题，提出王根生品牌差异化战略的提升策 略。 本论文主要内容包括：首先，对品牌与品牌战略、品牌定位、差异化战略、 整合营销战略等概念进行了文献梳理和总结，作为本文研究的理论基矗其次， 分析和梳理了王根生目前现有品牌差异化战略体系、实施及实施效果以及存在的 问题，为制定王根生差异化战略的提升策略奠定基矗再次，通过对王根生品牌 差异化战略的环境分析、国内外米业差异化战略经验与启示，分析王根生品牌所 处的环境、现状以及突破点，为制定王根生差异化战略的提升策略提供事实依据、 发展方向和思路。最后，基于上述理论、调研分析及发展思路以及六要素品牌差 异化战略内容，提出王根生品牌差异化战略的提升策略。 本文主要研究结论是： 第一，本文结合消费者消费行为图，提出了六要素品牌差异化战略内容框 架，即品牌差异化战略内容体系六个方面的内容，即品牌定位差异化、品牌形象 差异化、产品及包装差异化、分销渠道差异化、销售方式差异化、整合营销传播 差异化。 第二，结合六要素品牌差异化战略内容框架、王根生现有品牌差异化战略， 梳理出王根生的问题，主要包含两部分，一部分是王根生品牌差异化战略体系有 缺失部分，缺少销售方式和整合营销传播差异化，二是王根生品牌的发展仍面临 着如何提升高端品牌的价值感、如何突出同质化重围、如何消除东北大米在消费 者心目中的“低品质”和“假的多”的偏差认知、如何突破竞争格局以及客户在 哪里这五个大问题。 第三，依据相关的理论基储宏观和微观分析以及六要素品牌差异化战略内 容框架，本文建议王根生品牌差异化战略的提升策略包含以下六部分内容：王根 生品牌差异化定位为“高端礼品大米”；品牌形象差异化上偏文艺、清新，且结 合米粒与谷仓的图形，并采用象征活力和生命的橙色；产品及包装差异化上，采湖 北 工 业 大 学 硕 士 学 位 论 文 II 用 500 克 1 袋的独立小袋，3 公斤和 5 公斤的两个小规格包装，同时采用更温暖 的文案和惊喜设计；分销渠道差异化上拓宽社交电商和快闪店渠道；销售方式差 异化上侧重于体验式的销售方式和粘性的会员制；整合营销传播方式上开拓互动 式和饥饿的方式进行促销。 第四，本文梳理了王根生差异化战略实施的保障措施：一是提升人力资源管 理能力；二是完善品牌文化；三是加强市场监控，及时适当地调整战略内容。 该研究的意义在于，本文研究结论为王根生及与其相似领域的品牌差异化战 略的实施和竞争实力的提升，提供了有力的理论支撑；本文创建了四维分析工具 和六要素品牌差异化战略内容体系，丰富了我国大米品牌进行自我分析的思路和 维度以及大米市场竞争战略研究的视角，同时丰富了我国大米市场竞争战略研究 的内容。 关键词：王根生；大米；品牌战略；差异化战略；整合营销传播湖 北 工 业 大 学 硕 士 学 位 论 文 III Abstract With the continuous upgrading of residents' consumption and the increasingly fierce competition, enterprises are required to explore their own competitive strategies according to their own advantages. Porter put forward three general competitive strategies, there are Overall cost leadership, differentiation strategy and focus strategy. Each of the three strategies has its own characteristics. Specially, differentiation strategy can maximize the value of the brand and help the brand to be better and better in the market. This paper focus on Wang Gensheng’s differentiation strategy, through the theories such as the differentiation strategy , analysis of the macro and micro marketing environment of Wang Gensheng, finds out the existing problems and breakthrough directions of Wang Gensheng’s differentiation strategy, and then puts forward the promotion strategy for Wang Gensheng differentiation strategy. The main contents of this paper include: First of all, combing and summarize some theories such as brand and brand strategy, brand positioning, differentiation strategy, integrated marketing strategy and so on, as the theoretical basis of the study. Secondly, combing and analyse Wang Gensheng's current differentiation strategy, effect and existing problem. Thirdly, analyse the environment, current situation, breakthrough point of Wang Gensheng, summarize the experience and enlightenment of the domestic and foreign rice brand, which provides the factual basis for the development of Wang Gensheng’s differentiation strategy. Finally, based on the all of the result of the combing and summarize and the six elements of brand differentiation strategy, enriched the promotion strategy of brand differentiation strategy of Wang Gensheng. The main conclusions of this paper include: First, this paper puts forward six elements of differentiation strategy based on consumer behavior, the system of brand differentiation strategy includes six aspects: brand positioning differentiation strategy, brand visual identity system differentiation strategy, product and packaging differentiation strategy, distribution channel differentiation strategy, sales mode differential strategy, integrated marketing communication differentiation strategy, it enriches Second, through the six elements of brand differentiation strategy and the analysis of the system, implementation and effect of Wang Gensheng's current brand differentiation strategy, found out the problems of Wang Gensheng, including two problems: one is that Wang Gensheng's brand differentiation strategy system is lack of sales methods and integrated marketing communication differentiation; the other is Wang Gensheng still faces five questions: how to improve the sense of value of high-end brand, how to highlight the homogenization, how to eliminate the biased cognition of "low quality" and "more fake" of northeast rice, how to break through the competition and where the customers are. Third, according to the theories, macro and micro analysis and the six elements湖 北 工 业 大 学 硕 士 学 位 论 文 IV of brand differentiation strategy, this paper suggests that the promotion strategy of Wang Gensheng's brand differentiation strategy includes six parts: Wang Gensheng's brand differentiation strategy positioning is "high-end and gift rice"; the brand image differentiation strategy is that combine the eliterature and art, use the graphic of rice and barn, the logo is orange because orange make people feel vital; In terms of product and packaging differentiation strategy is that uses 500g per bag and some warmly sentence and specially design; In terms of distribution channel differentiation strategy, it arranges social e-commerce platforms and offline store; sales mode differentiation, it uses an experiential sales mode and a more sticky membership system; In terms of integrated marketing communication, the paper suggest interactive mode promotion and hunger promotion. Finally, this paper puts forward three guarantee measures for the implementation of Wang Gensheng's differentiation strategy: first, strengthen the human resource management; second, improve corporate culture; third, strengthen market monitoring and adjust the strategic content in a timely and appropriate manner. The significance of this study provides a strong theoretical support for the implementation of brand differentiation strategy and the promotion of competitive strength in Wang Gensheng and some similar fields; this paper builds a four-dimensional tool and six strategic contents for the analysis of differentiation strategy, enriches the content of self-analysis of Chinese rice brands, and the perspective of rice market competition strategy research at the same time, it enriches the research content of rice market competition strategy in China. Keywords: Wang Gensheng; Rice； Brand strategy; Differential competition; Integrated marketing communication湖 北 工 业 大 学 硕 士 学 位 论 文 V 目 录 摘要.................I Abstract.............III 目 录.................V 第 1 章 引 言.........1 1.1 论文选题背景、目的与意义............................. 1 1.1.1 研究背景................. 1 1.1.2 研究目的................. 2 1.1.3 研究意义................. 2 1.2 研究方法和内容...................3 1.2