【作者】 高超；

【导师】 杨智；

【作者基本信息】 湖南大学 ， 工商管理， 2013， 硕士

【摘要】 本文以国家“十二五”产业政策的出台和后经济危机时代；加多宝集团有限公司在失去第一凉茶品牌——红罐“王老吉”后的发展现状及未来愿景的需要；绿色经济以及企业可持续发展的要求。三大背景为基础，进行加多宝公司重塑凉茶饮料行业市场领导品牌的策略研究。本文参考了大量有关品牌和管理方面的书籍，如：《战略品牌管理》、《定位》等，这些书籍以及每位作者为品牌管理的理论和实践都奠定了坚实的基础。首先运用PEST分析法对加多宝公司的宏观环境进行分析；运用波特五力模型对加多宝公司的行业竞争环境进行分析；运用核心竞争力方法以及价值链分析法对公司的内部环境进行分析。再通过SWOT分析工具的运用，综合分析公司内外部现状。并借助李飞钻石模型为依托，通过找位、选位得出加多宝凉茶品牌的定位。在品牌定位的基础上，通过创新和以服务为主导的整合营销策略，实现加多宝凉茶品牌的塑造。最后从组织架构、人力资源和质量管控等方面系统论述了加多宝公司对于品牌策略实施的有效保障。本文对品牌策略在企业管理中的地位和作用进行了系统阐述和分析，并依据品牌实践经验进行了有针对性的研究。通过对加多宝公司品牌重构的粗浅探讨，以品牌定位研究为主题，结合行业和企业现状，对品牌管理理论的深入挖掘和梳理，为加多宝公司设计出适合本企业持续发展需要、可操作性强的品牌重构方案，并提出操作性建议，具有一定的现实意义。希望不但能使加多宝公司更快的从危机中站立起来，重塑辉煌，更是为其他企业树立信心，提供品牌危机管理方面的借鉴。更多还原

【Abstract】 In this paper, the status and role of brand strategy in the enterprise managementsystem described and analyzed, and targeted research based on the brand of practicalexperience.The brand is a continuous process of accumulation of the papers to theintroduction of the national "five" industrial policy, and after the era of economiccrisis; JDB Co., Ltd. lost "Wong Lo Kat" brand development situation and futurevision; green economy and enterprisesrequirements of sustainable development. Thethree background is the basis of to JDB remodeling herbal tea beverage industrymarket brand strategy research.This reference to the wealth of information about the brand and managementbooks, such as:"Strategic Brand Management","positioning" and so on, each ofthese books as well as brand management theory and practice have laid a solidfoundation. In this paper, PEST analysis on JDB’s macro environment analysis; usingPorter’s five forces model JDB company’s industry competitive environment analysis;methods, and the use of the core competitiveness of the value chain analysis of thecompany’s internal environment analysis. SWOT analysis tools through the use of acomprehensive analysis of internal and external situation. And with the Li Feidiamond model as the basis, by finding bits select bits come JDB herbal tea brandpositioning. On the basis of the brand positioning, through innovation andservice-oriented integrated marketing strategies to achieve a brand JDB herbal tea.Finally, from the organizational structure, human resources and quality control andother aspects of the system discussed JDB brand strategy for the effectiveimplementation of safeguards.In this paper, brand strategy in the enterprise management status and role of thesystem described and analyzed, and based on practical experience of the brand targetedresearch. Through the company’s brand remodeling JDB superficial discussion, inorder to brand positioning research theme, combined with industry and enterprisestatus, the brand management theory and grooming dig for JDB designed for thebusiness needs of sustainable development, operability brands reconstruction programand make operational recommendations, has certain practical significance. I hope notonly make JDB faster from the crisis stood up, remodeling brilliant, but also for othercompanies to establish confidence, providing brand crisis management reference.更多还原