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MBA毕业论文_和宠物食品产业集群品牌建设水平评价研究

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改革开放以来,中国的经济飞速发展,伴随着经济的不断发展,居民可支配收入 也在不断提高,同时,居民的消费观念、情感寄托方式也在不断发生变化。宠物作为 人们寄托情感的一种载体,越来越受到大众尤其是年轻人的喜爱。而可支配收入的提 高也带来了宠物食品的消费热潮。宠物食品行业作为一种新兴的快速消费品行业,从 最初的国外引进到国内品牌的不断涌现和发展,已经越来越渗透到人们的日常生活 中。南和宠物食品产业集群是全国最大的宠物食品产销基地,在国内宠物食品市场中 占据着重要地位,已形成了一定的集群品牌效应。虽然经过近几年的快速发展当地的 品牌建设工作取得了一些成绩,但没有具体的建设水平评价结果作为支撑,也就很难 发现品牌建设过程中的薄弱点,并针对薄弱点进行有针对性地改进。 本文以南和宠物食品产业集群品牌建设作为切入点,对集群品牌的相关理论与文 献进行回顾,探讨集群品牌建设水平的评价。以南和区基于宠物食品产业形成的集群 品牌建设实证为支撑,通过南和宠物食品产业集群品牌建设的状况研究,归纳了南和 宠物食品产业集群品牌建设水平的评价指标体系,分析了南和宠物食品产业集群品牌 建设目前存在的问题,并对南和宠物食品产业集群品牌培育建设中的发展问题提出相 应的对策建议,进一步促进南和宠物食品产业集群品牌建设发展。 南和宠物食品产业集群起源于 20 世纪 90 年代,从低附加值的农副产品、畜禽饲 料加工转型高附加值的宠物食品产业,发展到目前产销量占据全国宠物食品行业的半 壁江山。在南和宠物食品产业已形成一定规模的基础上,提升南和宠物食品产业集群 品牌的建设水平,对我国宠物行业发展具有十分重要的意义。因此,本文对南和宠物 食品产业集群品牌建设水平进行深入评价和剖析,并针对薄弱点提出对策建议,为南 和宠物食品集群品牌建设提供一些新的思路。同时,把本论文的研究思想和方法进行 总结,能够对其他地区宠物食品产业集群品牌建设提供一些借鉴和思考。 关键词:宠物食品、产业集群、品牌建设水平评价、模糊综合评价法II ABSTRACT Since the reform and opening up, China's economy has developed rapidly. With the continuous development of economy, the disposable income of residents is also increasing. At the same time, the consumption concept and emotional sustenance of residents are also changing. As a carrier of people's emotional sustenance, pets are more and more popular among the public, especially young people. The increase of disposable income has also brought about the upsurge of pet food consumption. Pet food industry as a new fast moving consumer goods industry, from the initial introduction of foreign brands to the continuous emergence and development of domestic brands, has more and more penetrated into people's daily life. Nanhe pet food industry cluster is the largest pet food production and marketing base in China, which occupies an important position in the domestic pet food market, and has formed a certain cluster brand effect. Although the local brand building work has made some achievements after the rapid development in recent years, it is difficult to find out the weak points in the process of brand building without the specific evaluation results of construction level, and make targeted improvement for the weak points. In this paper, Nanhe pet food industry cluster brand building as a starting point, the cluster brand related theory and literature review, to explore the evaluation of cluster brand building level. Based on the empirical research on the brand building of pet food industry in Nanhe District, this paper summarizes the evaluation index system of brand building level of pet food industry cluster in Nanhe District, analyzes the existing problems in the brand construction of pet food industry cluster in Nanhe District, and conducts brand training for pet food industry cluster in Nanhe This paper puts forward the corresponding countermeasures and suggestions to further promote the brand construction and development of Nanhe pet food industry cluster. Nanhe pet food industry cluster originated in the 1990s, from low value-added agricultural and sideline products, livestock and poultry feed processing to high value-added pet food industry, to the current production and sales of pet food industry accounts for half of the national pet food industry. On the basis of Nanhe pet food industry has formed a certain scale, it is of great significance to improve the construction level ofIII Nanhe pet food industry cluster brand for the development of China's pet industry. Therefore, this paper makes an in-depth evaluation and Analysis on the brand building level of Nanhe pet food industry cluster, and puts forward countermeasures and suggestions for the weak points, so as to provide some new ideas for the brand construction of Nanhe pet food industry cluster. At the same time, the research ideas and methods of this paper are summarized, which can provide some reference and thinking for the brand building of pet food industry cluster in other regions. KEYWORDS: pet food, industrial cluster, brand building level evaluation, fuzzy comprehensive evaluation methodIV 目 录 摘要............. I Abstract.......II 第一章 绪论............. - 1 - 1.1 研究背景和意义.......................- 1 - 1.1.1 研究背景........................- 1 - 1.1.2 研究意义........................- 2 - 1.1.2.1 理论意义............- 2 - 1.1.2.2 实践意义............- 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.............. - 4 - 1.2.3 研究综述........................- 5 - 1.3 研究内容及研究路线............- 6 - 1.4 研究方法.....- 8 - 1.5 创新之处.....- 8 - 第二章 相关理论基础..........................- 9 - 2.1 产业集群的概念及特征........- 9 - 2.1.1 产业集群的概念..........- 9 - 2.1.2 产业集群的特征..........- 9 - 2.2 集群品牌相关理论...............- 10 - 2.2.1 集群品牌的概念........- 10 - 2.2.2 集群品牌的建设主体..............................- 10 - 2.2.2.1 政府....................- 11 - 2.2.2.2 行业协会..........- 11 - 2.2.2.3 企业....................- 11 - 2.2.3 集群品牌与企业品牌的差异与关系..- 12 - 第三章 南和宠物食品产业集群品牌发展概况与现状........................- 13 - 3.1 中国宠物食品行业发展情况...........................- 13 - 3.1.1 中国宠物食品相关标准及政策...........- 13 -V 3.1.2 中国宠物食品产业市场需求................- 14 - 3.1.3 中国宠物食品销售渠道对比................- 15 - 3.2 南和区概况.............................- 17 - 3.3 南和区宠物食品产业发展历程及现状.........- 18 - 3.3.1 发展历程......................- 18 - 3.3.2 南和宠物食品产业集群现状................- 19 - 3.3.2.1 企业规模..........- 19 - 3.3.2.2 产量产值..........- 19 - 3.2.2.3 宠物食品原料来源.......................- 19 - 3.3.2.4 销售网络..........- 20 - 3.3.2.5 社会带动效应.- 20 - 3.3.2.6 其他宠物产业.- 20 - 3.4 南和区宠物食品产业集群品牌建设现状....- 21 - 3.4.1 南和区宠物食品产业集群品牌发展环境........................- 21 - 3.4.1.1 培育政策..........- 21 - 3.4.1.2 配套措施..........- 21 - 3.4.2 南和区宠物食品产业集群品牌建设成果........................- 21 - 3.4.3 南和区宠物食品产业集群品牌推广效应........................- 22 - 第四章 南和宠物食品产业集群品牌建设水平评价模型...................- 23 - 4.1 评价模型的选择...................- 23 - 4.2 层次分析法(AHP)..........- 24 - 4.2.1 层次分析法的原理...- 24 - 4.2.2 层次分析法的计算步骤.........................- 24 - 4.3 模糊综合评价法...................- 27 - 4.3.1 模糊综合评价法的原理.........................- 27 - 4.3.2 模糊综合评价法的计算步骤................- 27 - 第五章 南和宠物食品产业集群品牌建设水平评价............................- 29 - 5.1 评价指标体系的建立..........- 29 - 5.1.1 产品质量安全............ - 29 - 5.1.2 品牌人力资本............ - 29 - 5.1.3 品牌发展环境............ - 30 - 5.1.4 品牌营销能力............ - 30 - 5.1.5 品牌影响力.................- 30 - 5.2 品牌建设水平的评价..........- 31 -VI 5.2.1 评价指标权重的确定..............................- 31 - 5.2.2 评价结果......................- 32 - 5.3 评价结果分析.........................- 35 - 5.3.1 对评价结果的解读...- 35 - 5.3.2 原因分析......................- 35 - 5.3.2.1 产品质量参差不齐.......................- 35 - 5.3.2.2 品牌专业人才短缺.......................- 35 - 5.3.2.3 政府主导作用未能充分发挥....- 35 - 5.3.2.4 品牌创新能力不足、同质化现象严重.................- 36 - 5.3.2.5 品牌意识不强,整体优势欠突出..........................- 36 - 5.3.2.6 品牌宣传力度较弱,传播手段单一.....................- 36 - 第六章 提升南和宠物食品产业集群品牌建设水平的建议.............. - 37 - 6.1 加强食品质量安全监管,健全行业标准建设..........................- 37 - 6.2 完善品牌人才队伍建设,培育壮大龙头企业..........................- 37 - 6.3 发挥地方政府主导作用,实施扶持激励政策..........................- 38 - 6.4 加大科技投入开发产品,提高品牌创新能力..........................- 38 - 6.5 引导企业提升品牌意识,加强品牌宣传推广..........................- 39 - 6.6 加强与消费者沟通交流,打造品牌共创价值链.....................- 40 - 第七章 结论与展望..........................- 41 -