【摘要】： 快速消費(fèi)品行業(yè)競爭正處在一個(gè)從價(jià)格競爭向品牌競爭過渡的階段。各快速消費(fèi)品生產(chǎn)廠家都已經(jīng)意識到,沒有品牌,就沒有發(fā)言權(quán),消費(fèi)者也不會(huì)對自己的產(chǎn)品產(chǎn)生忠誠,企業(yè)將舉步維艱。因此,眾多企業(yè)紛紛開始品牌建設(shè)工作,但由于經(jīng)驗(yàn)的缺乏,往往投入大量人力、物力,卻達(dá)不到預(yù)期的效果。 通過分析和調(diào)研,發(fā)現(xiàn)很多快速消費(fèi)品企業(yè)在品牌建設(shè)過程中,存在種種問題,有些企業(yè)認(rèn)為品牌就是簡單的視覺因素構(gòu)成,因此片面追求產(chǎn)品包裝、口號的設(shè)計(jì);有些企業(yè)認(rèn)為品牌就是廣告,因此將大量資金投入到報(bào)紙、電視廣告,所有這些行為,在一定程度上促進(jìn)了品牌的提升,也是品牌建設(shè)所需要的,但他們忽略了一個(gè)事實(shí),那就是任何一個(gè)真正的品牌,如可口可樂、寶潔日化等國外百年品牌,他們的建立都不是一蹴而就的,這中間有必然的規(guī)律去遵循。 國內(nèi)外研究發(fā)現(xiàn),通過對品牌資產(chǎn)各構(gòu)成要素:品牌認(rèn)知度、品牌知名度、品牌忠誠度和品牌聯(lián)想度的建立,滿足消費(fèi)者對品牌的心理需求,消費(fèi)者對某一品牌認(rèn)知度高、知名度高的產(chǎn)品,產(chǎn)生消費(fèi)忠誠,促使了品牌的發(fā)展和成熟,因此,品牌資產(chǎn)的構(gòu)成要素就是品牌建設(shè)的影響因素,品牌建設(shè)就是要逐步建立各品牌資產(chǎn)構(gòu)成要素,根據(jù)對消費(fèi)者的心理研究,這需要分階段來進(jìn)行。 第一,品牌的創(chuàng)建階段,在這一階段,主要重點(diǎn)是建立品牌資產(chǎn)要素中的品牌認(rèn)知度,通過產(chǎn)品形象設(shè)計(jì)和渠道推廣,使產(chǎn)品在目標(biāo)市場擁有較高的覆蓋率,銷售渠道的各個(gè)環(huán)節(jié)積極地銷售產(chǎn)品,消費(fèi)者對產(chǎn)品的形象、包裝較為認(rèn)同,對推廣活動(dòng)感興趣,愿意嘗試購買,從而完成消費(fèi)者對產(chǎn)品的初步接觸。 第二,品牌的發(fā)展階段,在這一階段,主要重點(diǎn)是建立品牌資產(chǎn)要素中的品牌知名度,通過有效的廣告宣傳及公關(guān)活動(dòng),使品牌形象在目標(biāo)市場的消費(fèi)者心目中得以加深,消費(fèi)者對這個(gè)品牌和生產(chǎn)廠家開始認(rèn)同,在選擇性購買時(shí),能夠?qū)⒋似放婆旁诳壳暗奈恢谩?第三,品牌的鞏固階段,在這一階段,主要重點(diǎn)是建立品牌資產(chǎn)要素中的品牌忠誠度,通過對質(zhì)量的控制及各環(huán)節(jié)忠誠度的培養(yǎng),使產(chǎn)品的質(zhì)量持續(xù)保持高品質(zhì),企業(yè)員工珍惜愛護(hù)并忠誠于這個(gè)品牌,經(jīng)銷商忠誠地銷售這個(gè)品牌,消費(fèi)者愿意長期使用這個(gè)品牌。 第四,品牌的延伸階段,在這一階段,主要重點(diǎn)是建立品牌資產(chǎn)要素中的品牌聯(lián)想度,進(jìn)行品牌的延伸。主品牌產(chǎn)品經(jīng)過長期培養(yǎng),在市場穩(wěn)定,忠誠度較高的基礎(chǔ)上,借助主品牌的影響力,開發(fā)新產(chǎn)品,滿足市場不同需求。 本文的主旨就是為了讓相關(guān)企業(yè)認(rèn)識到,品牌建設(shè)不是一蹴而就的,打造一個(gè)具有生命力的品牌,就要踏踏實(shí)實(shí)地走好每一步,做好每一個(gè)階段該做的工作,最終,通過有目標(biāo)、有階段的推進(jìn),使品牌資產(chǎn)擴(kuò)大,品牌建設(shè)得以完善。
[Abstract]:Fast-moving consumer goods industry competition is in a transition from price competition to brand competition. FMCG manufacturers have realized that without a brand, no voice, no consumer loyalty to their products, companies will struggle. Therefore, many enterprises have begun to build brand, but because of the lack of experience, they often invest a lot of manpower and material resources, but can not achieve the desired results. Through analysis and investigation, it is found that many FMCG enterprises in the process of brand building, there are a variety of problems, some enterprises think that brand is a simple visual factor composition, so one-sided pursuit of product packaging, slogan design; Some companies think that brands are advertising, so they put a lot of money into newspapers, TV ads, all of which, to some extent, promote the brand, and it's what brand building needs, but they ignore the fact. That is any real brand, such as Coca-Cola, Procter & Gamble, and other hundred years of foreign brands, their establishment is not overnight, there is an inevitable rule to follow. Domestic and foreign studies have found that the establishment of brand equity elements: brand awareness, brand loyalty and brand association to meet the psychological needs of consumers to the brand, consumers have a high degree of recognition of a brand. The products with high popularity produce consumption loyalty and promote the development and maturity of the brand. Therefore, the constituent elements of brand equity are the influence factors of brand construction, and brand construction is to gradually establish the constituent elements of each brand asset. According to the psychological study of consumers, this needs to be carried out in stages. First, the brand creation stage, in which the main focus is to establish brand awareness in the elements of brand equity, and to make the product have high coverage in the target market through product image design and channel promotion. Each link of the sales channel actively sells the product, the consumer agrees with the image of the product, the packaging is more approbation, is interested in the promotion activity, is willing to try to buy, thus completes the consumer to the product preliminary contact. Second, brand development stage, in this stage, the main focus is to establish brand awareness in the elements of brand equity, through effective advertising and public relations activities, the brand image in the target market consumers can be deepened. Consumers have come to agree with the brand and manufacturers that they can put the brand at the top of the list when it comes to selective buying. Thirdly, the stage of brand consolidation, in which the main focus is to establish brand loyalty in the elements of brand equity, and to maintain the high quality of products through quality control and cultivation of loyalty in various links. Enterprise employees cherish and loyal to this brand, dealers faithfully sell this brand, consumers are willing to use the brand for a long time. Fourth, the brand extension stage, in this stage, the main emphasis is to establish the brand association degree in the brand asset element, carries on the brand extension. The main brand product after a long period of cultivation, on the basis of market stability and high loyalty, with the help of the influence of the main brand, to develop new products to meet the different needs of the market. The purpose of this paper is to make the relevant enterprises realize that brand building is not accomplished overnight. To build a viable brand, we must take every step in a down-to-earth manner, do a good job in every stage, and finally, Through the goal, the stage advancement, causes the brand equity to expand, the brand construction can consummate.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F273.2

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 柳張潔;大理啤酒品牌提升研究[D];云南大學(xué);2010年

2 翟振波;快速消費(fèi)品企業(yè)的核心競爭力評價(jià)及策略研究[D];黑龍江八一農(nóng)墾大學(xué);2012年

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本文編號：2152300