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论文编号：	10491
作者编号：	2120163058
上传时间：	2018/12/6 17:34:01
中文题目：	青岛啤酒品牌营销策略研究
英文题目：	TSINGTAO Beer Brand Strategy Research
指导老师：	杜建刚
中文关键字：	品牌设计;品牌定位;品牌沟通;品牌管理;环境分析;
英文关键字：	Brand design; Brand positioning; Brand communication; Brand management; Environmental analysis;
中文摘要：	啤酒作为传统低浓度酒精饮料进入中国市场已经有百余年之久，随着酿造技术的发展与消费市场的竞争，国内涌现了诸多著名啤酒品牌。在社会经济的发展和居民可支配收入的提高的当下，消费者对于啤酒品牌的认知水平与偏好正在悄然变化，加之诸多进口品牌对国内啤酒消费市场的入侵，对国内啤酒品牌的发展提供了机遇与挑战。 本文以著名本土啤酒品牌——青岛啤酒为例，从品牌核心理论出发，结合品牌规划、品牌定位、品牌沟通、品牌延伸等相关理论内容，对青岛啤酒品牌管理现状问题进行了阐述，同时运用环境分析工具PEST和SWOT模型对青岛啤酒品牌所在内外部环境进行了分析，并结合青岛啤酒营销策略，研究了青岛啤酒品牌管理策略存在的问题，提出青岛啤酒应该结合企业自身特点，合理优化自身品牌营销策略，进行年轻化的品牌设计，明确差异化的品牌定位，融合线上与线下渠道实现高效的品牌沟通，并在一定范围内进行合理的品牌延伸，借此实现青岛啤酒品牌提高应对市场竞争趋势的抗风险能力，提高青岛啤酒品牌的品牌价值。最后，为确保青岛啤酒品牌营销策略的实施效果，明确品牌营销策略后，本文还建议青岛啤酒企业制定相应的营销策略保障措施，在企业经营的各个方面，围绕品牌管理提供措施保障。 综上所述，本文围绕品牌设计、品牌定位、品牌沟通、品牌延伸等理论进行阐述，为青岛啤酒品牌营销策略提升提供了建议。
英文摘要：	Beer has entered the Chinese market as a traditional low-concentration alcoholic drink for more than 100 years. With the development of brewing technology and competition in the consumer market, many famous beer brands have emerged in China. At the moment of the development of social economy and the increase of disposable income of residents, consumers' awareness and preference for beer brands are changing quietly. In addition, the invasion of domestic brands also provides opportunities and challenges. This article takes the famous local beer brand——TSINGTAO Beer as an example. Based on the core theory of the brand, combined with the related theoretical contents such as brand planning, brand positioning, brand communication and brand extension, expounds the status quo of TSINGTAO beer brand management and uses the environment analysis tools such as PEST and SWOT model to analyze the internal and external environment of TSINGTAO beer brand, and combined with the consumer interview data, studied the problems of TSINGTAO beer brand management strategy, and proposed that Tsingtao beer should combine its own characteristics and rationally optimize its own brand strategy. To carry out younger brand design, clear differentiated brand positioning, integrate online and offline channels to achieve efficient brand communication, and carry out reasonable brand extension within a certain range, thereby realizing TSINGTAO Beer brand to cope with market competition trend and to resist risks enhances the brand value of the Tsingtao beer brand. Finally, in order to ensure the implementation effect of the TSINGTAO Beer brand strategy and to clarify the brand management strategy, this article also suggests that TSINGTAO beer brand should formulate corresponding brand strategy safeguard measures to provide measures for brand management in all aspects of business operations. In summary, this article focuses on brand design, brand positioning, brand communication, brand extension and other theories, and provides suggestions for the promotion of TSINGTAO beer brand management strategy.
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