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论文编号：	14031
作者编号：	2120213395
上传时间：	2023/6/7 21:20:47
中文题目：	GM乳业MCI常温酸奶品牌策略研究
英文题目：	A thesis on the brand strategy of MCI of GM
指导老师：	杜建刚
中文关键字：	品牌；常温酸奶；MCI；品牌策略；品牌延伸
英文关键字：	Brand；Normal temperature yoghurt；MCI；Brand strategy；Brand extension
中文摘要：	随着国民经济迅速发展，居民生活质量日益提升，消费者对生活品质的要求越来越高。在这样的大背景下，乳品市场迅速发展，常温酸奶是乳品中增速最快的子品类，其市场规模已经超过了高端奶，成为市场上的主流子品类。 在常温酸奶品类当中，市场份额排序依次是伊利安慕希、蒙牛纯甄、GM乳业MCI，三大企业在常温酸牛奶市场的竞争激烈。GM乳业于2009年推出的MCI是市场上第一款常温酸奶，由最初的独霸市场到如今市场份额不到10%，市场占有率快速下降引发了我们对其品牌策略的思考。 在安慕希和纯甄加入后MCI酸奶市场竞争由之前的品类间的竞争转移到了品类内部的竞争，同时随着其他各个地方乳企的兴起，酸奶品牌如雨后春笋般的增加，面对复杂的市场竞争环境，MCI需要巩固在常温酸奶中的市场地位，提升品牌形象，助力GM乳业在整个乳品市场的份额。 本文研究从常温酸奶市场现状入手，运用所学品牌、环境分析相关理论知识，首先，对常温酸奶市场进行宏观环境和竞争现状做分析，其次，从GM乳业内部梳理MCI的品牌现状；并基于京东和淘宝量大购物平台，选取了1023条MCI的客户评论信息，对数据进行统计归纳分析，形成消费者视角的MCI品牌现状分析。综合环境分析、企业内部及消费者视角的MCI品牌当下存在的问题，从品牌定位、品牌设计、品牌传播和品牌延伸四个方面，构建MCI酸奶品牌改进策略。MCI在已有的品牌印象上做好品牌差异化创新，加大宣传力度，让品牌概念深入人心，增加产品品类，改进包装设计，不断完善品牌形象，实现品牌影响力的提升。与此同时结合企业现状提出相应的品牌策略实施保障措施。希望能为MCI酸奶品牌在以后的发展中提供一些参考，也为同行业内其他企业常温酸奶的品牌发展提供一定的借鉴意义。
英文摘要：	With China's rapidly developing national economy, consumers have higher expectations for their quality of life. One of the implications, the dairy market has grown rapidly, with normal temperature yoghurt being the fastest-growing sub-category of dairy products, surpassing high-end milk and becoming the mainstream sub-category in the market. Among the leading brands of normal temperature yoghurt are Ilian Munch, Mengniu Chunzhen, and GM MCI. In this highly competitive market, MCI, launched by GM Dairy in 2009, was the first normal temperature yoghurt to hit the market. However, despite initially dominating the market, its market share has since declined rapidly to less than 10%. Consequently, MCI must consolidate its market position in the normal temperature yoghurt sub-category, improve its brand image, and help GM dairy industry share in the whole dairy market. This paper begins by examining the current situation of the normal temperature yoghurt market, and after that analyzes the macro environment and the market’s competitive status . It also investigates the brand status of MCI from within the GM dairy industry by analyzing 1023 MCI customer comments from JD and Taobao. Based on this analysis and taking into account the current problems of MCI brand from the perspective of environment analysis, internal enterprises, and consumers, the paper proposes a four-fold strategy for improving MCI's brand, including brand positioning, brand design, brand communication, and brand extension. The paper concludes by suggesting that MCI should differentiate itself from other brands, increase publicity, and improve packaging design, among other things, in order to improve its brand image and influence. Ultimately, this paper aims to provide a reference for the future development of MCI yogurt brand and other enterprises in the same industry.
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