目
录
目录
摘
要.....................I
英文摘要.....................III
1引言....................1
1.1研究背景、目的及意义..............1
1.1.1研究背景..................1
1.1.2研究目的及意义...................2
1.2国内外研究文献综述..................2
1.2.1国外研究文献综述...............2
1.2.2国内研究文献综述...............4
1.2.3研究评述..................5
1.3研究内容与研究方法..................6
1.3.1研究内容..................6
1.3.2研究方法..................6
1.4研究的技术路线....................7
2相关概念及理论基础...................9
2.1品牌的相关概念....................9
2.1.1品牌...................9
2.1.2品牌管理..................9
2.1.3品牌管理策略.....................10
2.2相关理论基础......................10
2.2.1企业品牌定位理论....................10
2.2.2多品牌管理理论.................10
2.2.3品牌传播策略理论....................11
2.2.4品牌管理流程...............11
2.3本章小结.......................13
3LT饮料公司概况、品牌管理PEST分析和SWOT分析............14
3.1LT饮料公司概况.................14
3.1.1LT饮料公司经营概况...............14
3.1.2LT饮料公司组织结构...............15
3.1.3LT饮料公司品牌管理成效..............16
3.2LT饮料公司品牌管理PEST分析................18
3.2.1政治环境................18
3.2.2经济环境................19
3.2.3社会环境................20
3.2.4技术环境................21
I
东北农业大学工商管理硕士学位论文
3.3LT饮料公司品牌管理SWOT分析..............21
3.3.1优势分析................22
3.3.2劣势分析................22
3.3.3机会分析................23
3.3.4威胁分析................23
3.3.5SWOT矩阵分析..................24
3.4本章小结.......................25
4LT饮料公司品牌管理策略现状及存在的问题分析..............26
4.1LT饮料公司品牌管理策略现状.............26
4.1.1品牌形象策略.....................26
4.1.2品牌渠道策略.....................26
4.1.3品牌传播策略.....................27
4.1.4品牌延伸策略.....................27
4.2LT饮料公司品牌管理策略存在的问题分析.............28
4.2.1品牌形象存在的问题................28
4.2.2品牌渠道存在的问题................28
4.2.3品牌传播存在的问题................29
4.2.4品牌延伸存在的问题................31
4.3本章小结.......................31
5LT饮料公司品牌管理策略优化方案及实施保障............32
5.1
LT饮料公司品牌管理优化策略.................32
5.1.1提升品牌意识和形象管理能力.............32
5.1.2完善品牌渠道管理机制提升品牌形象..............32
5.1.3丰富渠道层次加强品牌宣传渗透................33
5.1.4拓展品牌产品线组成实现品牌延伸...........34
5.2LT饮料公司品牌管理策略的实施保障..............36
5.2.1品牌管理组织保障....................36
5.2.2品牌管理资金保障....................37
5.2.3品牌管理人力资源保障..................37
5.3优化效果分析......................37
5.4本章小结.......................39
结论......................40
致
谢.........................41
参考文献.....................42
II
CONTENTS
CONTENTS
AbstractinChinese...................I
Abstract......................III
1Preface.......................1
1.1Researchbackground,purposeandsignificance...........1
1.1.1Researchbackground....................1
1.1.2Researchmeaning...................2
1.2Reviewofresearchliteratureathomeandabroad...............2
1.2.1Reviewofforeignresearchliterature...............2
1.2.2Reviewofdomesticresearchliterature............4
1.2.3ResearchReview....................5
1.3Researchcontentsandmethods..................6
1.3.1Researchcontents...................6
1.3.2Researchmethod.....................6
1.4Technicalrouteofresearch..................7
2Relatedconceptsandtheoreticalbasis.................9
2.1Relatedconceptsofbrand....................9
2.1.1Brand...................9
2.1.2Brandmanagement.................9
2.1.3Brandmanagementstrategy..............10
2.2Relevanttheoreticalbasis..................10
2.2.1Enterprisebrandpositioningtheory...............10
2.2.2Multibrandmanagementtheory..............10
2.2.3Brandcommunicationstrategytheory...........11
2.2.4Brandmanagementprocess...............11
2.3Summary..................13
3LTBeverageCompanyprofile,PESTanalysis,andSWOTanalysis...........14
3.1OverviewofLTbeveragecompany................14
3.1.1BusinessprofileofLTbeveragecompany............14
3.1.2OrganizationalstructureofLTbeveragecompany............15
3.1.3BrandmanagementeffectivenessofLTbeveragecompany...........16
3.2PESTanalysisonbrandmanagementofLTbeveragecompany...........18
3.2.1Politicalenvironment..................18
3.2.2Economicenvironment...............19
3.2.3Socialenvironment...............20
3.2.4Technicalenvironment................21
3.3AnalysisofbrandmanagementstrategyofLTbeveragecompany.......21
III