【摘要】：烘焙糕點(diǎn)目前已經(jīng)成為是國(guó)民生活中不可缺少的食品之一，在國(guó)內(nèi)烘焙市場(chǎng)中有國(guó)內(nèi)國(guó)外多個(gè)大型的烘焙糕點(diǎn)品牌、區(qū)域性的小型烘焙糕點(diǎn)品牌以及家庭式的小型烘焙糕點(diǎn)作坊。通過(guò)調(diào)查發(fā)現(xiàn)，國(guó)內(nèi)外大型的烘焙糕點(diǎn)品牌占有了一線以及二線城市的大部分市場(chǎng)份額，其他的烘焙糕點(diǎn)品牌只有極小的市場(chǎng)占有率，而在三線城市大型烘焙食品品牌的市場(chǎng)份額則不及在一、二線城市，面對(duì)日趨飽和的一、二線城市市場(chǎng)，未來(lái)幾年，把自己的品牌推向三線城市才是獲得更多商業(yè)利益的可行舉措。 總體而言，這些烘焙食品品牌競(jìng)爭(zhēng)的重點(diǎn)仍是品牌文化的競(jìng)爭(zhēng)、品牌形象的競(jìng)爭(zhēng)及產(chǎn)品等方面的競(jìng)爭(zhēng)，但沒(méi)有多少烘焙糕點(diǎn)品牌真正地依靠品牌效益來(lái)推動(dòng)銷售，，這無(wú)疑使中國(guó)的西點(diǎn)市場(chǎng)停留在一個(gè)相對(duì)初級(jí)的低層次競(jìng)爭(zhēng)時(shí)代。 因此，文章首先對(duì)國(guó)內(nèi)烘焙食品行業(yè)的背景進(jìn)行了簡(jiǎn)單的介紹和描述，介紹國(guó)內(nèi)外各烘焙食品品牌在中國(guó)的市場(chǎng)現(xiàn)狀，通過(guò)4PS理論，從品牌形象、產(chǎn)品、廣告、服務(wù)、渠道、銷售策略等方面找出“貝芙麗烘焙坊”品牌形象與市場(chǎng)領(lǐng)導(dǎo)烘焙食品品牌形象在三線城市的差距，接著通過(guò)三線城市的市場(chǎng)分析，運(yùn)用基于PEST方法及S.T.P理論，結(jié)合品牌形象、競(jìng)爭(zhēng)對(duì)手、“貝芙麗烘焙坊”品牌自身的現(xiàn)狀，找出適合“貝芙麗烘焙坊”品牌形象在三線城市湖南郴州的應(yīng)用策略：跟隨者策略加差異化之路。跟隨者策略就是在品牌形象應(yīng)用、產(chǎn)品開(kāi)發(fā)、廣告投入、服務(wù)方式、渠道開(kāi)發(fā)，策略制定上模仿競(jìng)爭(zhēng)對(duì)手優(yōu)秀的做法，彌補(bǔ)差距：差異化就是在自身糕點(diǎn)口感、創(chuàng)新糕點(diǎn)制作體驗(yàn)、系統(tǒng)化管理和整合營(yíng)銷上建立自己的核心競(jìng)爭(zhēng)力。 文章在制定“貝芙麗烘焙坊”品牌形象應(yīng)用策略時(shí)，是建立在長(zhǎng)期的角度來(lái)看待的，充分考慮了品牌的未來(lái)，三線城市市場(chǎng)和競(jìng)爭(zhēng)對(duì)手的特性；同時(shí)又從短期的角度來(lái)考慮，對(duì)于“貝芙麗烘焙坊”品牌目前在三線城市操作中急需改善的方面詳細(xì)論述，做到長(zhǎng)期與短期的結(jié)合，使制定的競(jìng)爭(zhēng)策略可操作性更強(qiáng)。 文章通過(guò)大量數(shù)據(jù)和市場(chǎng)信息分析并制定“貝芙麗烘焙坊”品牌形象在中國(guó)三線城市郴州的市場(chǎng)應(yīng)用策略。本文不僅是從這具體的三個(gè)品牌來(lái)看待中國(guó)的三線城市市場(chǎng)，而且是站在全局的角度出發(fā)，指出“貝芙麗烘焙坊”品牌形象要從整體市場(chǎng)的角度來(lái)思考，如何在三線城市的市場(chǎng)成功的應(yīng)用。與此同時(shí)也為國(guó)內(nèi)烘焙食品品牌在制定形象推廣策略方面提出了增強(qiáng)自身競(jìng)爭(zhēng)力的建議，文章的部分內(nèi)容還有待于繼續(xù)深入研究，作者會(huì)一直關(guān)注和調(diào)研。
[Abstract]:Bakery has become one of the indispensable foods in national life. There are many large bakery brands at home and abroad in the domestic baking market. Regional small bakery brands and family-style small bakery workshops. Through the investigation, it is found that large bakery brands at home and abroad have a majority market share in first-tier and second-tier cities, while other bakery brands have only a very small market share. However, the market share of large bakery food brands in third-tier cities is less than that in the first and second tier cities. In the face of the increasingly saturated market in the first and second tier cities, in the coming years, Pushing your brand to third-tier cities is a viable way to get more commercial benefits. Overall, the competition of these bakery food brands is still focused on the competition of brand culture, brand image and products, but not many bakery brands really rely on brand efficiency to promote sales. This undoubtedly makes China's West Point market stay in a relatively primary low-level competition era. Therefore, the article first introduces and describes the domestic baking food industry background, introduces the domestic and foreign baking food brands in China's market situation, through the 4PS theory, from brand image, products, advertising, services, channels, This paper finds out the gap between the brand image of "Beverly bakery" and the brand image of bake food brand of market leader in the third tier city in the aspects of sales strategy, then through the market analysis of the third line city, using the method of PEST and the theory of S.T.P, combining the brand image, The competitor, the present situation of the brand of "Beveley Baking House", finds out the application strategy of the brand image of "Beverly Baking House" in Chenzhou, Hunan Province, the third tier city: the strategy of follower plus the road of differentiation. The follower strategy is to mimic the excellent practices of competitors in brand image application, product development, advertising investment, service mode, channel development and strategy making. Innovate the experience of pastry making, systematic management and integrated marketing to establish their own core competitiveness. In formulating the brand image application strategy of "Beverly Baking House", the article is based on a long-term perspective, fully considering the future of the brand, the characteristics of the third-tier city market and competitors, and at the same time considering from a short-term perspective. This paper discusses in detail that the brand of "Beverly Baking House" is in urgent need of improvement in the operation of the third tier city at present, so that the combination of the long term and the short term can make the competitive strategy more operable. Based on the analysis of a lot of data and market information, the paper formulates the market application strategy of the brand image of "Beverly bakery" in Chenzhou, a third-tier city in China. This paper not only looks at China's third-tier city market from the perspective of these three specific brands, but also points out that the brand image of "Beverly Baking House" should be considered from the perspective of the overall market. How to successfully apply in the third tier city market. At the same time, it also puts forward some suggestions for domestic bakery food brands to develop image promotion strategies to enhance their competitiveness. Some of the contents of the article need to be further studied, the author will always pay attention to and research.
【學(xué)位授予單位】：陜西科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F273.2;F426.82;J524

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