摘要
通过对我国啤酒品牌市场的调查,重点分析了我国啤酒行业啤酒品牌存在品牌基础、品牌形象、品牌定位、品牌传播、品牌扩张、市场格局、企业文化、企业战略等方面问题。阐述了我国啤酒行业实行品牌战略的重要性。通过分析,提出我国实施啤酒品牌战略的对策:进行准确的品牌定位;坚持个性化的原则,塑造自己特有的品牌形象;坚持内涵与外延相结合的品牌扩张战略,争做全国性的啤酒品牌;进行强有力的品牌传播,使啤酒品牌具备消费的征服力;进行品牌战略管理,建设优秀的啤酒企业文化。
Through a survey of China's beer brand market,this paper analyzes the brand foundation,brand image,brand positioning,brand communication,brand expansion,market structure,corporate culture,corporate strategy and other matters of China's beer industry.The importance of the implementation of brand strategy is highlighted.Countermeasures are given based on imvestigation as follows: accurate brand positioning,individuation principle,uniqueness in brand,brand expansion strategy,brand advertising,consumption dominance,strategic management and beer enterprise culture,ets.
出处
《湖南商学院学报》
2007年第1期39-42,共4页
Journal of Hunan Business College
关键词
啤酒
品牌竞争
品牌战略
beer
brand competition
brand strategy
