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论文编号：	5802
作者编号：	2120112707
上传时间：	2013/12/4 20:53:21
中文题目：	康师傅饮品品牌管理研究
英文题目：	Research on Master Kong drinks Brand Management
指导老师：	韩德昌
中文关键字：	康师傅饮品,品牌战略,品牌定位,品牌资产
英文关键字：	Master Kong drinks,Brand Strategy,Brand Positioning,Brand Equity
中文摘要：	21世纪，随着市场竞争的加剧，一场没有硝烟的品牌战争愈演愈烈。厂商们煞费心思来争夺消费者的心智。越来越多的企业开始认识到，最有价值的公司资产之一就是品牌。准确的品牌定位，使企业在顾客心目中占据独特的位置。正确的品牌战略，使企业获益匪浅。强有力的品牌形象，使企业赢得最终的购买行为。康师傅作为中国饮品市场中的领导者，于1995年在天津成立天津顶津食品有限公司，从而正式进入饮品行业。经过十八年的发展，康师傅饮品由90年代的起步阶段，发展成为了年销售额45.1亿美金。根据AC尼尔森2013年7月的调查结果显示，康师傅茶饮品在即饮茶市场的销售量占有率为54.9%，位居市场第一位；康师傅矿物质水在瓶装水市场的销售量占有率为23%，居于市场第一位。康师傅品牌下的果汁总体，在稀释果汁市场的销售量占有率为24.3 %，居市场第二位。康师傅饮品可以说是伴随着中国饮品行业的发展成长起来的。从起步期到成长期再到稳定期，每个不同的发展阶段都与时俱进，有着不同的做法和经验，值得我们去回顾、总结、分析和研究。本文围绕品牌的重要性，品牌战略的模式，品牌定位的方法，品牌资产的创建的理论加以说明。同时结合康师傅饮品品牌管理的案例分析，首先对康师傅控股有限公司、康师傅饮品的发展情况做了回顾，其次对康师傅饮品的发展环境从外部和内部两个方面进行阐述，接着主要介绍了康师傅饮品品牌管理的重点，并就其在起步期、成长期和稳定期三个不同阶段的品牌管理策略和经验加以说明。对国内企业品牌管理的现状进行分析，提出存在问题，总结康师傅饮品在不同发展阶段，对国内企业的启示与借鉴。
英文摘要：	In the 21st century, with the intensification of market competition, a no-gunpowder-smoke brand war intensified. Manufacturers concentrated to occupy for the consumer's mind. More and more enterprises began to realize that one of the most valuable assets is the brand. The accurate brand positioning, makes the enterprise occupies a unique position in the customer's heart. The proper brand strategy brings the benefit to enterprise. A strong brand image, makes the enterprise wins the final purchase behavior. As the leader in China beverage market, Master Kong founded the TingHsin food co., LTD. in Tianjin in 1995, and formally entered the beverage industry. After 18 years development, Master Kong drinks from initial state in 90’s, developed into a company with annual amount of sales $4.51 billion. According to AC Nielsen survey in July 2013, Master Kong’s tea drinks market share is 54.9%, the top 1 in this market; Master Kong mineral water occupied 23% share in bottled water market, the top 1 in this market. Overall, Master Kong fruit juice drinks of around 24.3% share in diluted fruit juice drinks market, the top 2 in this market. Master Kong drinks has grown up accompanied with the development of China's beverage industry, from the starting to the growing and then the stability period. Each different stage all keeps pace with the times, have different practices and experience, which must be valuable for us to review, sum up, analyze and research. This article will describe around the importance of brand, the brand strategy model, the brand positioning method and theory of brand equity creation. And combined with the cases analysis from Master Kong drinks brand management, firstly reviews the development progress of Master Kong shareholdings Co., LTD., and the Master Kong Drinks, secondly introduces the development of Master Kong Drinks from external and internal environments, and then describes the key point of Master Kong Drinks brand management, introduces the different strategies for starting, growing and stability stages of brand management. This article will analyze the current situation of the domestic enterprise brand management, put forward the existed problems, and then summarizes the revelation and reference for domestic enterprises from the different development stage of Master Kong Dinks.
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