一鸣食品的品牌价值评估及提升策略研究
一鸣食品的品牌价值评估及提升策略研究
摘要
品牌竞争力是企业的核心竞争力，随着经济全球化的发展，市场中传
统的价格竞争正逐渐演变为品牌的竞争。我国乳制品企业产品同质化现象
严重，市场竞争日益激烈。地方性乳企如何在激烈的市场竞争中，适应不
断变化的市场，选择正确的品牌竞争战略，抓住行业发展黄金时期，提升
品牌价值，抢占市场份额，稳固自身地位的同时开拓市场，成为企业发展
过程中需要重视的问题。在此背景下，本文结合了我国乳制品行业市场竞
争的特点，运用 Interbrand模型，基于市场、消费者和社会角度确定企业
品牌价值评估的品牌市场认知、品牌联想、品牌品质认知、品牌忠诚度和
品牌社会责任五个维度。作为品牌价值评估的核心因素，并以此构建了符
合乳企特征的品牌价值评估体系。
本文以品牌价值的相关理论为基础，对 Aaker的品牌价值十要素模型
进行了深入研究，结合了我国乳企的品牌现状和特点，吸收相关专家意见，
总结出品牌价值评估的指标，通过调查问卷收集数据，并利用 SPSSAU
统计软件进行效度和信度的分析，确定各项指标的权重。通过对品牌价值
评估的结果对比发现，一鸣食品在品牌价值较行内其他企业还处于较低水
平。结合一鸣食品自身的企业特征和地方性乳企所处的环境，从品牌市场
认知、品牌联想、品牌品质认知、品牌忠诚度和品牌社会责任维度的评价
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一鸣食品的品牌价值评估及提升策略研究
指标出发提出了一鸣食品的一系列的品牌价值提升策略。
本文通过对一鸣食品在品牌强度倍数几个指标的分析，提出了基于五
个维度相对应得品牌价值提升策略，同时提出以低温鲜奶作为一鸣差异化
竞争策略的突破口，提升一鸣食品在乳制品市场中的品牌知名度和品牌竞
争力。对企业在未来的经营发展过程中具有一定的指导价值和意义。
关键词：品牌价值，乳制品企业，Interbrand模型
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一鸣食品的品牌价值评估及提升策略研究
RESEARCH ON BRAND VALUE ASSESSMENT
AND ENHANCEMENT STRATEGY OF INM FOOD
ABSTRACT
Brand competitiveness is the core competitiveness of the company. With the
development of economic globalization, the traditional price competition in the
market is gradually evolving into the competition of the brand. my country's dairy
enterprises have a serious homogeneous phenomenon, and the market competition
is increasingly fierce. How is the local dairy enterprises adapt to the changing
market, choose the right brand competition strategy, seize the industry development
golden period, improve the brand value, seize the market share, and develop the
market while developing the market, and become a company Problems need to pay
attention to during development. In this context, this paper combines the
characteristics of competition in my country's dairy industry, using the Interbrand
model, market, consumer and social perspective, identify the brand market
cognition, brand Lenovo, brand quality, brand loyalty, brand loyalty, brand loyalty,
brand loyalty based on market, consumer and social perspective And the five
dimensions of the brand social responsibility. As a core factor for brand value
assessment, a brand value assessment system in accordance with the
characteristics of the milk enterprises are constructed.
Based on the related theory of brand value, this paper conducted a deep
research on the brand value of AAKER, combined with the brand status and
characteristics of my country's milk-owned enterprises, absorbing relevant expert
opinions, summarizing the indicators of brand value assessment, through the
questionnaire Collect data and use the SPSSAU statistical software to analyze the
validity and reliability analysis, and determine the weight of each indicator. Through
the comparison of brand value assessment, the food is still at a low level in the
brand value. Combined with the enterprise characteristics of Inm Food, the
environment in which the local dairy, the environment, the brand, the brand Lenovo,
brand quality cognition, the brand loyalty and the evaluation index of brand loyalty
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