六安瓜片品牌策略研究

本科学生毕业论文（设计）

题目六安瓜片品牌策略研究

学院

专业市场营销

学生姓名

学号

指导教师职称教授

论文字数11242

完成日期 2017 年 4 月 2 日

六安瓜片品牌策略研究

摘要

一个商品的品牌战略是影响商品销售的关键。是否能卖的好，卖的多的关键因素之一就是商品的品牌战略分析。所以品牌战略分析也是影响中国十大名茶之一的六安瓜片销售的关键。因此，六安瓜片是否能占据市场前提是要该品牌战略分析得当，不能随便乱投放市场。要结合六安瓜片的文化特点，区域文化，进行品牌战略分析。只有这样六安瓜片才能站住市场脚步，实现效益第一，经久不衰打破国际市场。六安瓜片的发展离不开品牌分析，只有把六安瓜片这个牌子推广出去才行。“酒香不怕巷子深”已经不适合现在的市场环境了。只有把品牌做大,打响才是一个商品的出路。

关键词：六安瓜片；品牌；品牌策略研究；营销

The analysis of Lu'an Guapian brand strategy

Abstract

Low level of urbanization and the unreasonable employment structure are two main problems in Anhui province economic development. However, the adjustment of employment structure and the urbanization development have something to do with each other. In the process of urbanization, with the growth of urban population, the proportion of primary industry employment gradually reduces. The second and third industry, especially the tertiary industry employment proportion enhances gradually. Proper employment structure plays positive effect on promoting the development of urbanization. This article elaborates the urbanization and the development of employment structure in Anhui province at first. At the same time, this article will make further empirical analysis about the interaction of urbanization and the employment structure in Anhui province by co-integration analysis and Series stationarity test. Finally, this paper will put forward some suggestions to promote the coordinated development of urbanization and the employment structure in Anhui province.The development of Lu’an Guapian cannot do without the brand analysis,Only the Lu’an Guapian this brand promotion out.Do not shot wine deep alley,is not suitable for current market environment.Only the brand bigger,started the way out of a commodity.

Keywords:Lu’an guapian ;Brand;Brand Analysis of brand strategy;Marketing

目录

引言 (4)

第一章六安瓜片的概况 (5)

1.1六安瓜片的简介 (5)

1.2研究的目的及意义 (5)

1.3研究方法 (6)

第二章六安瓜片品牌战略分析 (6)

2.1六安瓜片的swot分析 (6)

2.1.1优势分析 (6)

2.1.2劣势分析 (6)

2.1.3机遇分析 (7)

2.1.4威胁分析 (8)

2.2STP战略 (8)

2.2.1市场细分 (8)

2.2.2目标市场 (8)

2.2.3市场定位 (8)

第三章营销组合策略 (8)

3.1产品策略 (8)

3.2价格策略 (8)

3.2.1差别定价法 (9)

3.2.2折扣定价法 (9)

3.3渠道策略 (9)

3.3.1网上渠道 (9)

3.3.2实体销售 (9)

3.3.3直接渠道 (9)

3.3.4间接渠道 (9)

3.4促销策略 (9)

3.4.1前期 (9)

3.4.2中期 (10)

3.4.3后期 (10)

第四章品牌战略 (10)

4.1品牌战略理论 (10)

4.2 品牌延伸 (10)

4.3多品牌战略 (11)

第五章结论 (12)

致谢 (13)

参考文献 (14)

附录A (15)