品牌塑造是品牌成長(zhǎng)的關(guān)鍵戰(zhàn)略指標(biāo)。品牌即是無(wú)形資產(chǎn),又為公司實(shí)現(xiàn)其財(cái)務(wù)目標(biāo),聲譽(yù)和客戶忠誠(chéng)度帶來(lái)額外收益。本研究的重點(diǎn)是通過(guò)對(duì)Aui Tek Lee Food或ATL Food的案例研究來(lái)分析品牌的營(yíng)銷(xiāo)策略以強(qiáng)化品牌。該公司是位于泰國(guó)當(dāng)?shù)氐闹行⌒推髽I(yè)（SME）的初創(chuàng)公司,該品牌尚未廣為人知,因此本論文試圖幫助ATL Food改善整合提出品牌營(yíng)銷(xiāo)策略,以強(qiáng)化品牌和優(yōu)化利潤(rùn)。本文的主要目的是研究品牌的趨勢(shì),迎接挑戰(zhàn)和抓住機(jī)遇。本研究側(cè)重于分析并探討公司的當(dāng)前實(shí)踐情況以及品牌營(yíng)銷(xiāo)對(duì)銷(xiāo)售和盈利能力的整體營(yíng)銷(xiāo)的影響。了解公司在品牌營(yíng)銷(xiāo)和利潤(rùn)優(yōu)化方面所面臨的問(wèn)題。作者使用定性研究和二級(jí)信息來(lái)源。這項(xiàng)研究包含了數(shù)據(jù)庫(kù)各種各樣的課程、訪談、觀察、歸檔調(diào)查和學(xué)術(shù)研究。作者亦檢索了近10年來(lái)與品牌相關(guān)的各種不同主題的論文,研究報(bào)告,文章和書(shū)籍。本文從學(xué)術(shù)角度對(duì)品牌識(shí)別、品牌定位、品牌營(yíng)銷(xiāo)方法、品牌資產(chǎn)衡量和品牌管理等重要主題,確定了一些分析,找出問(wèn)題并提出解決方案。該研究分為兩個(gè)部分,即理論框架和實(shí)證部分。理論框架將提供論文方法學(xué)上的一些概念。這些概念框架可以幫助提供解決方案并為公司提出合適的建議。支持性... 

【文章來(lái)源】：上海外國(guó)語(yǔ)大學(xué)上海市 211工程院校 教育部直屬院校

【文章頁(yè)數(shù)】：132 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
Acknowledgements
摘要
Abstract
Chapter One Introduction
    1.1 Research Background, Purpose and Significance
        1.1.1 Research Background
        1.1.2 Research Purpose
        1.1.3 Research Significance
    1.2 Domestic and Foreign Literature Review on Similar Topics
        1.2.1 Domestic Literature Review
        1.2.2 Foreign Literature Review
    1.3 Research Content and Question
        1.3.1 Research Structure
        1.3.2 Research Questions and Sub Question
    1.4 Research Methodology and Innovation
        1.4.1 Research Methodologies
        1.4.2 Innovation
Chapter Two Theoretical Framework
    2.1 Strategic Brand Management Process
        2.1.1 Identify and Establish Brand Positioning and Value
        2.1.2 Plan and Implement Brand Marketing Programs
        2.1.3 Measure and Interpret Brand Performance
        2.1.4 Grow and Sustain Brand Equity
    2.2 The Kapferer Brand Identity Prism
        2.2.1 Physique
        2.2.2 Personality
        2.2.3 Culture
        2.2.4 Relationship
        2.2.5 Reflection
        2.2.6 Self-image
    2.3 Keller’s Brand Equity Model
        2.3.1 Salience
        2.3.2 Performance and Imagery
        2.3.3 Judgment and Feeling
        2.3.4 Resonance
Chapter Three Environment Analysis of ATL Food
    3.1 External Environment
    3.2 Introduction of ATL Food
        3.2.1 Brief Introduction
        3.2.2 Sale and Revenue Report
    3.3 Recent Action of ATL Food
        3.3.1 Product
        3.3.2 Pricing
        3.3.3 Marketing Promotion Strategy
        3.3.4 Distribution
        3.3.5 Communication
Chapter Four Brand Analysis of ATL Food
    4.1 The Kapferer Brand Identity Prism
        4.1.1 Physique
        4.1.2 Personality
        4.1.3 Culture
        4.1.4 Relationship
        4.1.5 Reflection
        4.1.6 Self-image
    4.2 Identifying Brand Positioning
        4.2.1 Target Market
        4.2.2 Identify Competition
    4.3 Brand Problem Related to Brand Management
        4.3.1 Low level of Brand Positioning in the Market
        4.3.2 Low skill to create and Measure the Effectiveness of Brand Equity
        4.3.3 Un-efficiency of Brand Marketing Program
Chapter Five Solution Suggestion
    5.1 Establish Brand Positioning and Value to define Brand Differentiation
        5.1.1 Points-of-Parity Association
        5.1.2 Points-of-Difference Association
        5.1.3 Brand Mantra Model
    5.2 Create and Measure Brand Equity
        5.2.1 Brand Resonance Model
        5.2.2 Brand Audit
        5.2.3 Brand Tracking
    5.3 Create Efficiency of Brand Marketing Program
        5.3.1 B2B vs. B2C Branding
        5.3.2 Propose of Marketing Programs
Chapter Six Implementation Supports
    6.1 Improve in Human Resource Management
    6.2 Improve in Financial Management
    6.3 Improve in Distributor Management
Chapter Seven Conclusion
    7.1 Conclusion
    7.2 Research Limitation
    7.3 Direction for Future Research
References



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