LD食品集团品牌策略研究正文

I摘要随着世界经济繁荣发展，物质财富的规模正以前所未有的速度扩张，人们的生活方式和条件也相应得到了改善和提高，然而经济增长所带来的负面效应却充斥着人们的生活，如环境问题和食品安全问题等，严重危及了人类的身体健康。对这些负面效应的警觉和排斥心理便激发出了消费者对食品质量的强烈需求。越来越多的企业争先打造自己的食品品牌，抢占市场，提高企业核心竞争力，食品品牌建设已经成为食品生产加工企业不可忽视的重要课题。DL集团是我国较大的现代农业企业集团，拥有较大规模的食品生产基地，其食品己经形成了具有一定知名度和美誉度的DL等品牌，但其在品牌建设中依然存在诸多问题，所以针对DL集团食品品牌建设进行研究，对于提高集团食品品牌的竞争力，促进食品产业的发展具有重要意义。论文以DL集团食品品牌建设为研究对象，在国内外研究现状综述和相关理论分析的基础上，依据DL集团食品产业发展背景，通过对品牌建设现状的分析，提炼出品牌形象有待提升、品牌价值整合存在失误、品牌建设水平不均衡等品牌建设方面存在的问题，针对这些问题挖掘出品牌形象内涵不深刻、品牌之间缺乏联动性、食品产业化程度不足等障碍因素。然后以此为依据，从加强市场定位、深化市场推广、高度重视市场规划等方面提出了适合DL集团特点的食品品牌建设的对策建议。关键词：DL集团，食品，品牌IIAbstractWiththeworldeconomicprosperityanddevelopment,thescaleofmaterialwealthistherapidexpansionatanunprecedentedrate,people'slifestylesandlivingconditionshaveimproved,andaccordinglyincreased.Butatthesametime,economicgrowthisfilledwiththenegativeeffectsofpeople'slives,suchasenvironmentalissuesandfoodsafetyissuesandsoon,whichseriousthreattohumanhealth.Therefore,exclusionofmentalalertnesswhichisfromthesenegativeeffectswillinspireconsumerstoownthestrongdemandforthegreen,andgreengoodisgraduallyreplacingthetraditionalfood,asanewproductformrecognizedbythemarket.Manycompaniesrushedtobuildtheirownbrand,inordertogainthefirststatusofMarketshareandimprovecompetitiveness.Sobrandconstructionofgoodhasbecomeanindispensablekeyissueofthefoodenterprises.AsChina'slargestmodernagricultureenterprisegroup，DLGrouphasthemostproductionbasesoffoodinShandongProvince,andhasformedDLetcwhichownacertainvisibilityandreputation.Butitstillexistquestionsofsomeaspects,sobuildingthebrandconstructionofgoodinDLgroupisimportanttoimprovegroup'scompetitivenessandPromotethedevelopmentoffoodindustry.ThisthesismainlystudiesthebrandconstructionofgoodinDLGroup.Onthebasisoftheresearchofthebrandconstructionofgoodathomeandabroad，thispaperExpoundsthebasictheoryonbrandconstructionofgood.CombinedwithstatusquoofIndustrydevelopingbackgroundandbrandconstruction,itpointsoutbrandimageremandingtobeimproved,brandvalueintegrationexistingfailure,levelofbrandbuildingbeingUnevenandotherissues.Accordingtoreasonsoftheaboveissues,thepapersumsupmainobstaclefactorsonBrandimageconnotationnotbeingprofound,LackoflinkagebetweenthebrandLowLeveloffoodindustryandsoon.Atlastinthemostfundamentalfactorsasabreakthrough,throughthesortedresultthethesisputforwardsubsequentcounter-measuresofbrandconstructionofgoodinDLgroupincludingDeepeningtheindustrialdevelopment,strengtheningthebuildingofbrandimagecontent,fullinteroperabilitybetweenbrandsandothermeasures.Keywords:DLGroup,Food,BrandIII目录摘要............................................................................................................IAbstract.......................................................................................................II第1章绪论...............................................................................................11.1研究背景及意义.............................................................................................11.2论文的主要研究方法.....................................................................................21.3主要研究内容和研究思路.............................................................................2第2章品牌管理相关理论概述...............................................................42.1品牌的作用及基本特征.................................................................................42.1.1品牌的定义..........................................................................................42.1.2品牌的作用..........................................................................................52.1.3品牌的基本特征..................................................................................62.2品牌策略的作用及分类................................................................................72.2.1品牌策略的含义..................................................................................82.2.2品牌策略的作用..................................................................................82.2.3品牌策略的分类..................................................................................92.3品牌相关理论...............................................................................................122.3.1USP理论............................................................................................132.3.2品牌定位理论....................................................................................132.3.3品牌形象理论....................................................................................142.3.4国际上的品牌管理理论....................................................................15第3章LD食品集团品牌建设现状及问题分析..................................173.1LD食品集团简介.........................................................................................173.2LD食品集团品牌建设现状分析.................................................................183.2.1品牌整合过程....................................................................................183.2.2品牌文化建设情况............................................................................183.2.3品牌传播基本情况............................................................................183.2.4质量保障体系建立状况.........