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论文编号：	8716
作者编号：	2120142797
上传时间：	2016/12/7 17:06:21
中文题目：	青岛啤酒高端品牌管理改进研究
英文题目：	Research on the improvement of Tsingtao Brewery high-end brand management
指导老师：	周建
中文关键字：	奢侈高端品牌，大众品牌，象征价值，品牌管理，青岛啤酒
英文关键字：	Luxury Brand, Common Brands, Brand Symbolic Value, Brand Management??Tsingtao Beer
中文摘要：	品牌在中国啤酒企业管理中的重要性似乎永远逊于“资本”和“终端”两个因素。随着啤酒行业停止了高速增长，行业的竞争模式发生变化，品牌能力能帮助企业避开同质化和价格战，将为企业带来更大的竞争优势。从行业的动态和走势上看，高端品牌和精酿品牌的争夺正在逐渐升温，而这个领域本土的啤酒品牌在与国际品牌竞争上劣势明显。虽然竞争格局趋于稳定后，本土的啤酒巨头们也开始将品牌向上延伸，但受限于经营理念，体制束缚，创造力不足等等因素，直至现在成功的高端啤酒品牌依然凤毛麟角。 本文试图跳出大众品牌的品牌管理视角，借鉴奢侈高端商品的品牌管理理论和经验去改进本土啤酒企业高端品牌管理的方法。文中首先对高端啤酒竞争环境进行分析，又审视了青岛啤酒高端品牌的管理现状和目前存在的管理问题，并针对存在问题提出了改进建议。因为企业经营受限于众多因素，本文在剖析中仅从品牌管理的部分视角展开，这样有助于将这部分的结症进行放大研究，并突出本文提出的重点思想。 文章没有从常规的市场操作方式去展开，没有罗列详细的工作计划，更偏重方向和策略，因为行业内的公司并不缺乏用经营大众商品的思维去争夺市场的团队，工具和经验。但要打造奢侈品牌需要一种不同的思路，它的管理可能不是市场指标优先，它更需要有光鲜的艺术外衣，活跃的创造力，历史文化的内涵气质，和代表社会更高阶级的象征意义。从这个角度思考并去创造产品并坚持产品风格，才具备高端品牌成长的土壤，而这样的观点在崇尚市场规模的本土啤酒企业中并不受欢迎，行业内类似的研究也寥寥可数。希望本文的粗鄙见解能得到更多真正的业界专家的关注，为青岛啤酒提升品牌竞争力起到抛砖引玉的作用。
英文摘要：	In traditional management modes of China brewery companies, brand management always seems to be less important than capital raise and sales terminal developments. However, as the brewery industry has already ended the high growth period, the competition landscape has changed. In this context, brand management, with no double, plays a key role to help brewery companies avoid product similarities and price wars, winning more bargain power and competitive advantages. It can be seen from the market trend that the competition between the high-end brands and the crafted beer brands is more and more fierce and the local brands have the inferior position in this area. Although a lot efforts have been made, especially after market has been stabilised, there are still few local beer brands succeeding in high-end brand building due to the limit of operation philosophy, the constrain of regime and the lack of creativity. This article, inspired by the brand management mode of luxury high-end businesses, tries to develop an innovative method to improve the high-end brand management mode of local brewery companies. This article has analysed the competition environment of high-end brewery business, dissected the current management status and issues of Tsingtao Brewery Ltd., and put forward the corresponding improvement suggestions. As the business operations are limited by many other factors, this article will not cover all elements of brand management but only several parts of it, in order to focus on the main problems existed and the key points of the article. Furthermore, this article does not specify the common marketing execution plans as the market does actually not lack the conventional thinking to guide their experienced teams; instead, this article has more focus on the strategy of brewery companies, because they definitely need the innovative thinking to build their luxury high-end beer brands, which should not be forced by regular sales performance, but should be injected by more high-class elements of arts, creativity, history and culture. However, these kinds of marketing ideas have not been paid enough attentions by the mainstream brewery companies as they still highly rely on the control of market shares. As a result, the relevant studies are very few. I hope that the perspectives of this article can raise more attentions to industry experts and be helpful for Tsingtao-beer’s high-end brand.
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