摘要
借助济南的趵突泉啤酒迎战青岛啤酒的例子,利用SWOT方法分析了地域性品牌的优势和劣势,其中优势大体包含在本地多年积累的市场基础和销售渠道,以及一批品牌忠诚度很高的消费者群体,但是区域品牌相对于强势品牌来讲,在竞争意识、资金和品牌知名度上都处于劣势地位。用4R营销理论分析了趵突泉啤酒的成功经验,得到区域性品牌的生存策略:迅速的感知市场;为顾客提供人性化的产品和服务;在允许的范围内调动一切可利用的力量;在满足顾客需要的同时实现企业价值。
This paper draws support from the example of competition between Qingdao Deer and Baotuquan Beer, using SWOT analysis′ method to analyze the advantages and disadvantages of the regional brands. The advantages of regional brands mainly include the market and channel and the great number of brand loyalty consumer groups as a result of their many years efforts. But they also have disadvanta- ges in the sense of competition, financial source, brand and so on. This paper, using 4R marketing theory, points out the strategies of regional brands. At last , the conclusion is got that regional brands should increase market perception speed, provide customers with the humanization of products and services, use all available forces and realize the value of the company. Only in this way can they survive in the compet- itive environment.
出处
《西北农林科技大学学报（社会科学版）》
2007年第6期113-116,共4页
Journal of Northwest A&F University(Social Science Edition)
