【作者】 叶剑；

【导师】 卢凤君；

【作者基本信息】 中国农业大学 ， 管理科学与工程， 2004， 硕士

【摘要】 随着北京市猪肉消费结构的变化和北京市食品市场准入制度的实施，北京市猪肉市场供应商之间的竞争日益加剧，竞争的焦点也逐渐从价格转移到了品牌。因此，如何有效地实施品牌行为成为猪肉供应商面临的重要问题。 论文在大量查阅分析国内外相关文献、走访有关专家和实地调研的基础上，以战略管理和供应链管理思想的思想为指导，运用了产业组织SCP分析框架、系统动力学反馈原理和系统分析、对比分析、因果分析、层次分析等方法，对北京市中高端猪肉市场供应商的品牌行为进行了系统地研究。论文在准确把握北京市猪肉市场现状的基础上，分析并归结出消费需求、产品供给和产品流通对品牌的影响，预测了北京市猪肉市场品牌的发展变化趋势；剖析了北京市中高端猪肉市场供应商品牌行为的效应及其形成机理；分析了北京市中高端猪肉市场供应商的品牌行为构成，并对品牌行为的影响因素进行了深层挖掘；运用层次分析法和专家打分法，构建了北京市中高端猪肉市场供应商品牌行为的评价体系；在评价的基础上，从战略定位、强化利益驱动和提高行为保障因素的水平等三个方面，为以北京市为目标市场的猪肉供应商提出了品牌行为改善的策略。 论文研究成果是国家自然科学基金项目《大城市郊区生猪产业组织创新》的重要组成部分，对于处在产业发展新阶段的猪肉供应商系统地认识品牌、有效实施品牌行为具有一定的借鉴意义；对于品牌研究者也具有一定的参考价值。更多还原

【Abstract】 With the change of consumption composing of pork and the implementation of provisions of food market admittance in Beijing, the competition among pork providers is becoming increasingly severe. And the focus of competition is gradually transferred from price to brand. Therefore, how to carry out brand behavior effectively is turning into an important problem that pork providers is faced up with.Based on referring and analyzing lots of related literatures at home and abroad, interviewing experts and investigating on the spot, directed by stratagem management and supply chain management theories, mis paper gives an system research to the brand behavior of pork providers in the high and mid grade pork market in Beijing. The SCP theory of industry organization, the feedback theory of system dynamics, and the methods of systems analysis, contrasting analysis, cause and effect analysis and arrangement analysis are applied in the paper. Grasping status of pork market exactly, the influence on brands of consumption demand, production providing and circulation are analyzed. The development and trend of pork brand in Beijing’s market are forecasted. The effects and forming mechanism of brand behavior composing of pork providers in the high and mid grade pork market in Beijing are anatomized, factors influencing brand behavior are investigated deeply. Applying method of arrangement analysis and experts marking, evaluation system of providers’ brand behavior of high and mid grade pork market in Beijing is constructed. According to the evaluation, from points of view of positioning stratagem, intensifying profit inspiring and enhancing behavior guarantee, strategies improving brand behavior are put forward for pork providers.This paper is the important part of the study on the organization innovation of live pig industry in suburbs. For pork providers in the industry’s new developing period, the results of this paper can serve as a reference to understand systemically brand and carry out brand behavior. Also the paper has its consulting value for brand researchers.更多还原