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论文编号：	10095
作者编号：	2120163057
上传时间：	2018/6/8 12:58:27
中文题目：	统一集团小茗同学品牌营销策略研究
英文题目：	Research on brand marketing strategy of tongyi group xiaoming students
指导老师：	杜建刚
中文关键字：	品牌营销策略；品牌定位；新媒体跨界营销
英文关键字：	brand marketing strategy, brand positioning, new media marketing
中文摘要：	随着近年来经济的蓬勃发展，居民消费观念进一步升级，健康观念也得到了前所未有的关注，我国的饮料行业尤其是茶饮料行业得到了飞速发展。作为茶饮料行业近年最大的爆品，小茗同学如何在产品同质化和品牌衰老化的饮料行业中脱颖而出是值得关注和研究的课题。本文以小茗同学为研究对象，针对其品牌营销工作中的表现和情况，综合运用相关营销管理、品牌管理和战略管理理论，通过对统一集团小茗同学内外部环境分析，小茗同学面对的各种现有和潜在竞争对手分析和SWOT分析，分析小茗同学现有品牌营销策略的优缺点，最终提出具体优化建议。本论文共包括六个部分，第一部分主要就论文选题研究的背景与意义、本文研究方法和路径，以及论文框架进行简要的梳理和说明。第二部分简要阐述了环境分析、市场定位和品牌策略研究相关理论。第三部分简介了统一集团小茗同学的企业发展环境分析，包括PEST环境分析、竞争对手分析和SWOT分析。第四部分主要分析了小茗同学上市以来的市场表现，包括销售情况，市场占有率分析，以及消费者对其品牌感知分析，并且总结了小茗同学在品牌营销中的最大几个问题。第五部分对小茗同学品牌定位、品牌设计、品牌沟通和品牌管理策略进行了分析梳理，并针对这些现状提供了优化改进建议。小茗同学品牌营销策略展开需要的保障措施，包括人、财、物等各方面的保障。第六部分为本论文的结论和展望部分。本论文运用了理论分析法、比较研究法、案例研究法和市场考察法等研究方法，并且使用了非常详尽的内外部数据和资料，对小茗同学各大竞争对手和潜在进入者进行了详细的对比，对各大城市各个渠道的市场占有率和消费者感知也进行了详尽的分析，对小茗同学现有的品牌策略问题进行了汇总，针对现有问题也做了非常有可行性的优化建议，努力全方位的展现茶饮料行业目前的市场格局以及小茗同学现有的品牌营销策略和未来走向，可以为需要年轻化的饮料品牌策略实施提供参考。
英文摘要：	With the rapid development of the economy in recent years, the concept of residents' consumption has been further upgraded, and the concept of health has received unprecedented attention. The beverage industry in our country, especially the tea beverage industry, has developed rapidly. As the biggest explosive in the tea beverage industry in recent years, it is a topic worthy of attention and research to stand out in the beverage industry of homogeneity and aging brand. Taking Xiao Ming classmate as the research object, aiming at the performance and situation in its brand marketing work, this paper comprehensively uses the related marketing management, brand management and strategic management theory. Through the analysis of the internal and external environment of the unified group, Xiao Ming students face various existing and potential competition analysis and analysis of SWOT, analysis Xiao Ming students. The advantages and disadvantages of the existing brand marketing strategy, and finally put forward the concrete optimization suggestions of Xiao Ming's brand marketing strategy in the future. This paper consists of six parts. The first part is mainly about the background and significance of the research on the topic, the method and path of this paper, and the framework of the paper. The second part briefly expounds the related theories of marketing, brand strategy research and environmental analysis. The third part introduces the development environment analysis of unified group, including PEST environment analysis, competitor analysis and SWOT analysis. The fourth part mainly analyzes the market performance of Xiao Ming students since it is listed, including sales, market share analysis, and consumer's brand perception analysis, and summarizes the biggest problems of Xiao Ming students in brand marketing. The fifth part analyses the brand positioning, brand design, brand communication and brand management strategy of Xiao Ming students, and provides some optimization suggestions for these situations. Xiao Ming's brand marketing strategies need to be safeguarded, including human, financial and material protection. The sixth part is the conclusion and prospect part of this paper. This paper uses the methods of theoretical analysis, comparative study, case study and market investigation, and uses very detailed internal and external data and data to make a detailed comparison between the big competitors and the potential visitors, and the market share and the consumers in the various channels of each big city. It also makes a detailed analysis, summarizes the existing brand strategy problems of Xiao Ming students, and makes a very feasible optimization suggestion for the existing problems. It is possible to show the current market pattern of tea beverage industry and the existing brand marketing strategy and future trend of tea beverage industry. It can provide references for the implementation of younger beverage brand strategy.
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