【作者】 赵慧；

【导师】 张文松；

【作者基本信息】 北京交通大学 ， 企业管理， 2010， 硕士

【摘要】 随着人民收入和生活水平的提高,饮料消费品市场空前繁荣。如今的饮料市场可谓是群雄割据,烽火狼烟。随着中国加入WTO,我国饮料市场以其广阔的地域分布、众多的人口以及经济快速发展形成的巨大需求成为众多国外大型快速消费品集团企业梦中的大蛋糕。在内外夹击的严峻形势下,国内中小饮料企业面临一个紧迫而又意义深远的课题即采取什么样的品牌策略去应付挑战以谋求生存和发展?本文依据品牌价值提升理论,在对我国中小饮料企业品牌营销环境及现状进行系统分析的基础上,运用实证分析法提出了我国中小饮料企业品牌提升路径及策略。首先,本文对品牌提升的相关理论进行了综述,为下一步品牌提升路径和策略的研究打好理论基础；其次,本文对我国中小饮料企业的营销环境进行了系统分析,接着分析了我国中小饮料企业品牌营销现状,并运用SWOT分析法对我国中小饮料企业的优势和劣势及面临的机遇和挑战进行了分析；最后,构建了品牌价值分析三角模型,并在此基础上提出了我国中小饮料企业品牌升级路径及策略。本文研究的内容对饮料行业的持续发展和中小饮料企业的品牌提升具有一定的参考价值和指导意义。更多还原

【Abstract】 With the improvement of people’s income and living standards, beverage consumer market has become unprecedentedly prosperous. Today, rivalry among beverage enterprises is very intense, and can be said to be filled with war smoke. With China’s accession to WTO, beverage consumer market attracts a large number of foreign large-scale fast-moving consumer goods groups, by its wide geographical distribution and the huge demand by the rapid economic development. Under the severe situation of internal and external attacks, domestic small and medium-sized beverage enterprises are confronted with an urgent and significant issue what kind of brand strategy should be adopted to meet the challenge for the survival and development?Based on the theory of brand value promotion, and analyzing the brand-marketing environment and the status of the small and medium-sized beverage enterprises in China, it proposes the brand promotion path and strategy for the small and medium-sized beverage enterprises by the empirical analysis. Firstly, it briefly introduces the related theory of the brand promotion to lay the theoretical foundation. Secondly, it analyzes the marketing environment and presents situation of our country’s small and medium-sized beverage enterprises in brand marketing, and then conducts a systematic SWOT analysis for the advantages and disadvantages、opportunities and challenges that small and medium-sized beverage enterprises in China are faced with. Finally, it builds the triangular model of brand value, and puts forward the brand promotion path and strategy for the small and medium-sized beverage enterprises.The research results of this study can be considered as the reference values and the guiding principles for the sustainable development of the beverage industry and brand promotion for the small and medium-sized beverage enterprises in China.更多还原