资源描述：
《湖北枝江酒业集团品牌策略研究》由会员上传分享，免费在线阅读，更多相关内容在工程资料-天天文库。
1、摘要随着我国改革开放的不断深入，小国白酒业经过较长时间的高速发展后，由于替代品的增多，冃前门酒企业的竞争□益加剧。I大I此，构建品牌策略成为口酒企业的核心营销战略，创建强势品牌是白酒企业立足市场的最有效途径。行之有效的品牌策略方案、不但可以解决枝江企业品牌建设中的现存问题，还可以帮助其加强品牌建设，树立名优品牌，增强核心竞争力，最终为企业走上“名优品牌”之路打好坚实的基础。本文首先阐述了品牌、品牌策略和品牌分析工具等相关理论，为论文奠定了理论平台。进而，调查描述了枝江企业的整体情况、品牌策略的宏观坏境和微观坏境。在对其运用SWOT分析方法从企业自身优势劣势及其企业外部存在机会威胁等方面对枝
2、江企业经营现状及其品牌策略进行了全面分析，并综合分析了枝江企业在品牌发展过程中存在的问题，制订了金业多品牌策略、品牌再定位策略、品牌扩展策略等一系列品牌策略，并从强化企业品牌意识；健全企业管理制度，提高员工执行力；重视培养优秀人才，构建浓厚的酒类品牌文化方面提出了保障品牌策略实施的相关建议。枝江酒关键词品牌品牌策略定位AbstractWiththedeepeningofChina'sreformandopeningup,Chinafsliquorindustryafterhigh-speeddevelopmentofalongerperiodoftime,alternativesincre
3、asedcompetitionintheliquorbusinessgrowing.Therefore,theliquorcompany'scoremarketingstrategytobuildbrandstrategyandcreateastrongbrandisthemosteffectivewayofliquorcompaniesbasedonthemarket.Effectivebrandstrategyschemes,notonlycansolvetheexistingproblemsinthetheZhijiangenterprisesinbrandbuilding,cana
4、lsohelpstrengthenKeywordsTheZhijiangLiquorbrandbuilding,establishfamousbrand,andenhancethecorecompetitiveness,andultimatelyfightforenterprisestoembarkontheroadof"famousbrandHgoodsolidfoundation.Thispaperfirstdescribesthebrands,brandstrategyandbrandanalysistooltheory,laidthetheoreticalplatformforth
5、epape匚Furthermore,thesurveydescribestheZhijiangenterpriseasawhole,brandstrategy,themacroenvironmentandmicroenvironment.InitsuseofSWOTanalysisfromtheenterprise'sownstrengthsandweaknessesandoutsidetheenterpriseoftheexistenceofopportunitiesandthreatsandothertheZhijiangenterprisebusinessstatusanditsbr
6、andstrategyconductedacomprehensiveanalysis,andcomprehensiveanalysisTheZhijiangenterprisesinthebranddevelopmentprocessproblemsandformulateacorporatemulti-brandstrategy,brandpositioningstrategy,brandextensionstrategiesandaseriesofbrandstrategy,andstrengthenbrandawareness;improvetheenterprisemanageme
7、ntsystem,improveemployeeexecution;emphasisoncultivatingtalents,buildstrongliquorbrandculturehasproposedtheimplementationofrelevantrecommendationsoftheprotectionofbrandstrategy.BrandBrandStrategyPositioning前言1一、品牌
