聚德华天老字号品牌战略研究

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1、Y861771对夕卜经济贸易大学工商管理硕士(MBA)学位论文论文题目：聚德华天老字号品牌战略研究主题词：養饮业老字号聚德华天品牌战略研究生姓名：贾飞跃导师姓名：刘子安教授论文起止时间：2005.6—2005.11ABSTRACTThethesismakesaspecificanalysisinthebrandconstructionandmangementofJudehuatianHoldingCompanyLTDaccordingtothetheoriesstudiedandthepracti

2、calexperienceinrecentyears.TheprimaryresearchanddiscussonthebrandstrategyofJudehuatian,ahistoriedbrandinChina,isexpectedtoassistsolvingsomepracticalproblemsinthebusiness.Thethesisconsistsoffourparts.First,introducethebackgroundinformation.Thispartmain

3、lyintroducestheoverallsituationofhistoriedbrandsofrestaurantsinChina,thedevelopmentoftherestaurantmarketinBeijingandothercitiesinChina,thebasicinformationoftheJudehuatianHoldingCompanyLTDanditsmainproblemsinthebrandmanagement.Thesecond,researchinthema

4、rketsurveyandtargetmarketofthehistoriedbrandjudehuatian.Marketsurveyisanimportantbeginningoftheestablishmentofasuitablebrandstrategy.Throughmarketsurvey,thecompanycanlearnthegeneralinformationofthepresentcustomergroupsofthehistoriedbrand,re-selectthet

5、argetmarketaccordingtothemarketsegmentationandadopttheproperpolicyformarketcoverage.Third,researchinthemarketpositioningofthehistoriedbrandjudehuatian.Thispartincludestwolevelsofbrandpositioning—-thebrandofthecompanyandthehistoriedbrandsofsubordinater

6、estaurants.Thecompanymaykeepthebrandpositioningof"CleanandHealthy"orconsideranotherbrandpositioningof"HistoriedBrandandWonderfulFlavor".Thesubordinatehistoriedrestaurantshouldsettheirrespectivebrandpositioningaccordingtotheirownfeatures,advantagesandh

7、istoricaltrails.Fourth,researchinrelevantbrandstrategiesofthehistoriedbrandjudehuatian.Thispartmainlyexpoundssomerelevantbrandstrategiesincludingthenameselectionandtrade-markdesigningofJudehuatian,therelationshipbetweenthecompany'sbrandandthesubordina

8、tehistoriedbrand,thecompany'smulti-brandstrategy,thehistoriedbrands'strategiesofadvertisementandpublicrelationsandthebrandinnovationofthehistoriedrestaurants.削m本文作为MBA毕业论文，在选题时着眼于运用在研究生学习期间所学工商管理知识，解决在工作实践中遇到的实际问题。笔者在聚德华天控股有限公司负责品牌建设和管理工作，在工作中