農(nóng)大紅牌葡萄酒的品牌建設(shè)
發(fā)布時(shí)間:2018-11-27 15:20
【摘要】: 運(yùn)用了品牌建設(shè)的相關(guān)理論對(duì)一個(gè)實(shí)有品牌“農(nóng)大紅牌葡萄酒”的品牌建設(shè)問(wèn)題進(jìn)行了分析探討。品牌建設(shè)問(wèn)題是當(dāng)前比較熱門(mén)的話(huà)題,但是就我國(guó)葡萄酒的實(shí)際情況來(lái)說(shuō),品牌建設(shè)還比較落后。本文運(yùn)用了品牌冰山、品牌金字塔、品牌建設(shè)的長(zhǎng)期營(yíng)銷(xiāo)機(jī)制、需求層次理論等模型就農(nóng)大紅的品牌建設(shè)進(jìn)行了詳細(xì)分析。從挖掘品牌核心價(jià)值入手,到品牌的文化總結(jié),外界環(huán)境、目標(biāo)市場(chǎng)、企業(yè)價(jià)值鏈分析,最后設(shè)計(jì)出品牌培育構(gòu)架。因?yàn)楸疚纳婕暗氖且粋(gè)實(shí)際的品牌建設(shè)問(wèn)題,所以著重在于從實(shí)際情況出發(fā),尤其從企業(yè)及市場(chǎng)實(shí)際情況出發(fā),探尋了品牌建設(shè)的實(shí)際運(yùn)作。文中還談到了實(shí)際中可能遇到的資金實(shí)力、廣告設(shè)計(jì)等一些常見(jiàn)的問(wèn)題,給出了相關(guān)的解決方案,力求做到可操作性。
[Abstract]:Based on the theory of brand construction, this paper analyzes and discusses the brand construction of a real brand "Nongda Red Wine". Brand construction is a hot topic at present, but as far as the actual situation of Chinese wine is concerned, brand construction is still relatively backward. In this paper, the brand iceberg, brand pyramid, long-term marketing mechanism of brand construction, demand hierarchy theory and other models are used to analyze the brand construction of Nongdahong in detail. From mining brand core value to brand culture summary, external environment, target market, enterprise value chain analysis, finally design brand cultivation framework. Because this article involves a practical brand construction problem, it focuses on exploring the actual operation of brand construction from the point of view of the actual situation, especially from the actual situation of the enterprise and the market. The paper also discusses some common problems, such as fund strength, advertisement design and so on, which may be encountered in practice, and gives some relevant solutions to achieve maneuverability.
【學(xué)位授予單位】:吉林大學(xué)
【學(xué)位級(jí)別】:碩士
【學(xué)位授予年份】:2007
【分類(lèi)號(hào)】:F426.82
本文編號(hào):2361273
[Abstract]:Based on the theory of brand construction, this paper analyzes and discusses the brand construction of a real brand "Nongda Red Wine". Brand construction is a hot topic at present, but as far as the actual situation of Chinese wine is concerned, brand construction is still relatively backward. In this paper, the brand iceberg, brand pyramid, long-term marketing mechanism of brand construction, demand hierarchy theory and other models are used to analyze the brand construction of Nongdahong in detail. From mining brand core value to brand culture summary, external environment, target market, enterprise value chain analysis, finally design brand cultivation framework. Because this article involves a practical brand construction problem, it focuses on exploring the actual operation of brand construction from the point of view of the actual situation, especially from the actual situation of the enterprise and the market. The paper also discusses some common problems, such as fund strength, advertisement design and so on, which may be encountered in practice, and gives some relevant solutions to achieve maneuverability.
【學(xué)位授予單位】:吉林大學(xué)
【學(xué)位級(jí)別】:碩士
【學(xué)位授予年份】:2007
【分類(lèi)號(hào)】:F426.82
【引證文獻(xiàn)】
相關(guān)碩士學(xué)位論文 前1條
1 李曉紅;吉林省華信葡萄酒廠(chǎng)帕尼弗洛冰酒營(yíng)銷(xiāo)策劃方案[D];吉林大學(xué);2010年
,本文編號(hào):2361273
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