本文選題：品牌 + 品牌國(guó)際化��； 參考：《江西財(cái)經(jīng)大學(xué)》2012年碩士論文

【摘要】：隨著經(jīng)濟(jì)的發(fā)展,消費(fèi)者的保健意識(shí)越來(lái)越強(qiáng)烈,啤酒、紅酒等低度數(shù)、更健康酒類(lèi)飲品得到越來(lái)越多消費(fèi)者的喜愛(ài),外來(lái)洋酒也在不斷沖擊著我國(guó)白酒消費(fèi)市場(chǎng),國(guó)產(chǎn)白酒在酒類(lèi)消費(fèi)中的比重日益下降。在這種背景下,有條件的知名白酒企業(yè)走品牌國(guó)際化之路勢(shì)在必行,然而,成功走出去的白酒品牌寥寥無(wú)幾,這與在中國(guó)大行其道的洋酒形成鮮明反差。在這種背景下,對(duì)國(guó)內(nèi)白酒的品牌國(guó)際化研究就成為當(dāng)下的重大課題。 然而,對(duì)五糧液的研究國(guó)內(nèi)學(xué)者研究較多,針對(duì)四特酒的研究仍是一片空白。盡管四特酒走向國(guó)際化品牌確實(shí)還有很長(zhǎng)的一段路要走,但沒(méi)有哪一個(gè)品牌強(qiáng)大到無(wú)法被挑戰(zhàn),沒(méi)有哪一個(gè)企業(yè)弱小到不能去競(jìng)爭(zhēng)。四特酒近幾年推出的四特東方韻高頻率的出現(xiàn)在各大媒介上,其主動(dòng)攻打市場(chǎng)之心路人皆知,東方韻的命名及品牌形象宣傳也頗具國(guó)際化韻味。未來(lái)十年四特酒走出國(guó)門(mén),走向國(guó)際化的舞臺(tái)是必然趨勢(shì)。 本文以品牌框架作為理論支撐,品牌框架由品牌名稱(chēng)、品牌質(zhì)量、品牌定位、品牌傳播這四部分構(gòu)成。要走品牌國(guó)際化道路,必須要有能叫得響的名字,消費(fèi)者用著好的質(zhì)量,針對(duì)特定消費(fèi)者喜好的品牌定位(包括形象設(shè)計(jì)、包裝設(shè)計(jì))和行而有效的廣告與活動(dòng),以這四個(gè)方面為主要內(nèi)容進(jìn)行品牌的戰(zhàn)略化管理,這就是完整的品牌框架理論。 全文共分五大部分。第一部分是引言,主要是對(duì)本選題的研究背景和意義,以及研究難點(diǎn)和創(chuàng)新點(diǎn)進(jìn)行論述。第二部分對(duì)品牌國(guó)際化的相關(guān)理論進(jìn)行綜述,提出品牌框架理論。第三部分主要針對(duì)中國(guó)白酒行業(yè)概況與出口情況進(jìn)行概述。第四部分分為四個(gè)小部分,分別對(duì)品牌名稱(chēng)國(guó)際化、品牌形象國(guó)際化、品牌定位國(guó)際化、品牌傳播國(guó)際化進(jìn)行分析,各部分結(jié)合各自領(lǐng)域國(guó)內(nèi)外知名酒類(lèi)的成功與失敗的案例進(jìn)行分析研究,運(yùn)用對(duì)比研究法對(duì)四特酒的品牌國(guó)際化建設(shè)方案提出見(jiàn)解。第五大部分的研究則在第四大部分的基礎(chǔ)上,以品牌框架理論為指導(dǎo)思想,提出四特酒品牌國(guó)際化實(shí)現(xiàn)的戰(zhàn)略思想,以及具體實(shí)施要點(diǎn),為中國(guó)白酒品牌國(guó)際化道路提供一些可行性意見(jiàn)。 研究結(jié)果表明：四特酒打造品牌國(guó)際化需要分兩步走。首先,用兩年時(shí)間實(shí)施品牌全國(guó)化；第二步,在未來(lái)十年時(shí)間里,實(shí)施品牌國(guó)際化。
[Abstract]:With the development of economy, consumers' awareness of health care is becoming stronger and stronger. Beer, red wine and other low-grade, more and more healthy alcoholic drinks are being loved by more and more consumers. Foreign wine is also constantly impacting the liquor consumption market in China. The proportion of domestic liquor in liquor consumption is decreasing day by day. Under this background, it is imperative for qualified famous liquor enterprises to take the road of brand internationalization. However, few liquor brands have successfully gone out, which is in sharp contrast to the popular foreign wine in China. In this context, the brand internationalization of domestic liquor has become a major issue. However, there are more researches on Wuliangye in China, and the research on Sijie Liquor is still a blank. Although it is true that there is still a long way to go towards international brands, no single brand is too strong to be challenged, and no enterprise is too weak to compete. The high frequency of the four special oriental rhymes introduced by the four special wines in recent years appears in the major media, and its active attack on the market is well known, and the naming and brand image propaganda of the Oriental rhyme are also of international charm. In the next ten years, it is an inevitable trend for four special wines to go out of the country and go to the stage of internationalization. This paper takes the brand framework as the theoretical support, which consists of four parts: brand name, brand quality, brand positioning and brand communication. In order to take the road of brand internationalization, we must have a name that can be called, consumers must use good quality, brand positioning (including image design, packaging design) and line and effective advertising and activities for specific consumer preferences. The strategic management of brand is based on these four aspects, which is the complete brand framework theory. The paper is divided into five parts. The first part is the introduction, mainly discusses the research background and significance of this topic, as well as the research difficulties and innovation points. The second part summarizes the related theories of brand internationalization and puts forward the brand framework theory. The third part is mainly about the general situation and export of liquor industry in China. The fourth part is divided into four parts. It analyzes the internationalization of brand name, the internationalization of brand image, the internationalization of brand positioning, and the internationalization of brand communication. Each part analyzes and studies the success and failure of famous wines in their respective fields, and puts forward some opinions on the brand internationalization construction scheme of four special wines by using the method of comparative research. On the basis of the fourth part, the fifth part of the study, with the brand framework theory as the guiding ideology, put forward the four special liquor brand internationalization strategy, as well as the specific implementation points, To provide some feasible suggestions for the internationalization of Chinese liquor brands. The results show that: four special liquor brand internationalization needs to be divided into two steps. First, two years to implement brand nationalization; second, in the next 10 years, brand internationalization.
【學(xué)位授予單位】：江西財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：F274;F426.82

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