3.3霸王花食品品牌营销问题及原因.......................................................14
3.3.1霸王花食品品牌营销问题........................................................14
3.3.2霸王花食品品牌营销问题的原因............................................16
3.4霸王花食品品牌营销的优劣势分析...................................................17
3.4.1优势............................................................................................17
3.4.2劣势............................................................................................17
4霸王花食品品牌营销环境分析......................................................................19
4.1外部环境带来的机遇分析...................................................................19
4.2外部环境形成的主要挑战...................................................................20
4.3外部环境与内部条件关联分析...........................................................22
5霸王花食品品牌营销策略设计与选择..........................................................24
5.1品牌营销的指导思想...........................................................................24
5.2品牌营销的基本思路...........................................................................24
5.3品牌营销的目标...................................................................................24
5.4主要品牌营销策略...............................................................................25
5.4.1品牌个性策略............................................................................25
5.4.2品牌传播策略............................................................................27
5.4.3品牌销售策略............................................................................29
5.4.4品牌管理策略............................................................................30
6霸王花食品品牌营销策略实施的保障措施..................................................34
6.1组织保障...............................................................................................34
6.2制度保障...............................................................................................34
6.3人才保障...............................................................................................35
6.4资金保障...............................................................................................36
7结论..................................................................................................................38
致谢..................................................................................................................39
参考文献..............................................................................................................40
II

摘
要
随着经济全球化的不断发展，市场开放程度不断扩大，企业竞争愈加激烈。
面对外来品牌的不断涌入，面对一个个更为强大的竞争对手，企业只有实施更加
科学的品牌营销，有效提升企业优势，才可以在复杂多变的市场中占有一定的地
位。新时代企业竞争是品牌竞争，品牌营销对企业至关重要。
本文学习运用国内外品牌营销的先进理论，采用文献研究法、定性分析法、
市场调查法等，认真总结霸王花食品公司的发展历程，深入分析其品牌营销的现
状和存在的问题，通过 PEST、SWOT分析法，对霸王花食品品牌营销的外部环
境和内部条件进行结合分析，厘清其优势、劣势、机会和威胁，提出霸王花食品
品牌营销的策略和实施的保障措施。霸王花食品历经几十年的发展，已具有较好
的发展基础和优势，同时面临很好的发展机遇，但其亦受到来自国内外的品牌竞
争威胁，已形成机遇与挑战并存的局面。本文对新市场环境下霸王花食品品牌营
销进行分析研究，系统地提出其品牌营销的指导思想、基本思路、发展目标和主
要策略。希望研究成果可以为霸王花食品公司及其他食品企业的品牌营销提供重
要参考。
关键词：霸王花食品，品牌营销，营销策略
分类号：F272
III

Abstract
With the continuous development of economic globalization, the degree of market opening is
expanding, and the competition among enterprises is becoming more and more fierce. In the face
of the continuous influs of foreign brands and more powerful competitors,only by implementing
more scientific brand marketing and effectively improving the advantages of enterprises can
enterprises occupy a certain position in the complex and changeable market. In the new
era,enterprise competition is brank competition, and brand marketing is very important to
enterprises.
This paper uses the advanced theories of brand marketing at home and abroad, and uses the
methods of literature research, qualitative analysis and market investigation to seriously
summarize the development process of Bawanghua Food Company, deeply analyze the current
situation and existing problems of its brand marketing, and through PEST and SWOT analysis,
analyzes the external environment and internal conditions of Bawanghua food brand marketing,
clarify its advantages, disadvantages, opportunities and threats, and put forward the brand
marketing strategy and implementation of safeguard measures of Bawanghua food. After decades
of development, Bawanghua food has a good development foundation and advantages, at the same
time, it is facing good development opportunities, however, it is also threatened by brand
competition from home and abroan, which has formed a situation of opportunities and challenges
coexisting.This paper analyzes the brand marketing of Bawanghua food in the new market
environment, and systematically puts forward its guiding ideology,basic ideas, development goals
and main strategies. Hope the research results can provide important refernce for Bawanghua
Food Company and other food enterprises.
Key words: Bawanghua food, brand marketing, marketing strategies
Classification number: F272
IV
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