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MBA论文_润博公司沱湖螃蟹品牌资产提升策略研究

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润博公司沱湖螃蟹品牌资产提升策略研究
摘 要
2021年是我国“?四五”开局之年,是全?建成?康社会,实现第?个五年奋
??标之后,进?第?个五年奋??标的关键之年。随着我国经济不断快速发展,
企业之间的竞争压??益加剧,传统渔业逐步转向数字化渔业,?形中给各企业
的发展增加了难度,要如何从众多企业中脱颖?出?提升企业品牌资产显得尤为
关键。那么如何提升农产品的品牌资产,在此国家推?的农业品牌的发展为农产
品品牌资产提升提供了基础。国家为推?农业品牌的发展,提出了“三品?标”的
企业认证,并通过了“地理标识”及“名特优产品”的认证,对农产品品牌认证成功
的企业通过奖补的?式提?企业的积极性,?励企业推?农业品牌认证,不断提
升我国农产品品牌资产。在认证的过程中让企业充分认识到品牌资产的重要性,
延?企业的价值链,加快企业快速发展。
近?年农产品中螃蟹?业的发展?分?热,市场中像阳澄湖?闸蟹、天津市
紫蟹、南湖蟹等具有较?的品牌资产,市场认可率较好,?业发展处于领先地位。
五河县位居沱湖?景区天然的地理位置,也出产了具有地域特?的沱湖螃蟹,其
经沱湖?养殖,?味清甜,也备受当地??喜爱。在本县区域范围内螃蟹产业发
展较好的是润博、清?源等公司,但相较市场中品牌资产较?的阳澄湖?闸蟹等,
这些企业的螃蟹因品牌资产较低,在全国的知名度较低,亟需通过提升品牌资产
来提?公司的?业地位。
本?以润博公司养殖沱湖螃蟹为例,对润博公司养殖沱湖螃蟹的发展现状进
?详细的分析,并对影响此公司螃蟹品牌发展的因素运?凯勒的基于顾客的品牌
资产理论和艾克品牌识别理论进?分析,提出提升润博公司沱湖螃蟹品牌资产的
策略。通过分析,发现影响企业品牌发展的因素有企业价值和消费者价值两个层
?。本?运?凯勒的基于顾客的品牌资产理论和艾克品牌识别理论,从消费者层
?提出了以下策略。通过提升企业的品牌知名度、忠诚度、核?技术能?和消费
者的品牌认知度、品牌联想,以此达到提升润博公司沱湖螃蟹品牌资产的?的。
关键词:农产品品牌;螃蟹;品牌资产
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润博公司沱湖螃蟹品牌资产提升策略研究
ABSTRACT
The year 2021 is the first year of China's 14th Five-Year Plan. It is a crucial year
for China to enter the second five-year goal after completing the building of a
moderately prosperous society in all respects and realizing the first five-year goal.
With the rapid development of China's economy, the competitive pressure between
enterprises is increasingly intensified, and the traditional fishery gradually turns to
digital fishery, which virtually increases the difficulty for the development of various
enterprises. How to stand out from the numerous enterprises? The promotion of
enterprise brand equity is particularly critical. So how to improve the brand equity of
agricultural products? The development of agricultural brands in our country provides
a foundation for the improvement of brand equity of agricultural products. In order to
promote the development of agricultural brand, our country provide the "doctrine of
the" certification for enterprises, and conduct the "geographical indications" and
"famous products" certificating, also reward those companies which got agricultural
products brand certification successfully to stimulate the enthusiasm of enterprises to
improve our country agricultural product brand assets. In the process of certification,
enterprises will fully realize the importance of brand equity, help to extend the value
chain of enterprises and accelerate the rapid development of enterprises.
In recent years, the development of crab industry in agricultural products is very
popular, in the market, such as Yangcheng Lake hairy crab, Tianjin Purple crab, South
Lake crab, etc., have higher brand assets which are well recognized by market and
also standing on leading position in industry. Our county is located in the natural
geographical location of Wuhe Tuo Lake scenic area, and it also produces tuo Lake
crab with regional characteristics, which is cultured in Tuo Lake and tastes sweet. It
is also loved by the people of our county. In WuHe, Runbo Company, Qingshuiyuan
and other companies have developed well locally. However, compared with
yangcheng Lake Hairy Crab and other companies with higher brand assets in the
market, due to low brand assets , Tuohu crab with low visibility in the country, it is
urgent to improve the company's industry status by enhancing brand assets.
This paper takes Runbo company's cultivation of Tuo Lake crab as an example,
analyzes the development status of Tuo Lake crab in Runbo Company in detail, and
analyzes the factors restricting the development of the company's brand by using
Keller's brand equity creation theory and Ike's brand recognition theory, and puts
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