【作者】 周莉；

【导师】 赵智宏；

【作者基本信息】 宁夏大学 ， 农业经济管理， 2014， 硕士

【摘要】 如今,企业之间的竞争已不只局限于产品竞争、价格竞争、广告竞争、服务的竞争,更进一步上升为品牌的竞争。如大部分产业一样,农产品产业正面临着产品、渠道、促销、营销甚至创新等诸多方面同质化的局面,这种状况在弱化了企业的营销创新的同时也降低了企业的利润。因此,农产品品牌也不仅仅是一种识别产品的战术性工具,更应该作为企业战略性的资源,成为管理的核心。作为宁夏回族自治区的特色优势产业之一的宁夏构杞,近年来不仅面临着来自区内各企业之间的竞争,也承受着来自其他枸杞产区的竞争压力。在此状况下,制定基于提升企业核心竞争力、体现公司文化内涵的品牌战略,用于指导企业发展将是宁夏枸杞企业应对品牌竞争、获取市场持续竞争优势的最有利武器。百瑞源枸杞产业发展有限公司依托宁夏枸杞的资源优势,通过一系列品牌战略的实施,在市场上获得了较强的竞争优势。然而,由于研究及实践的缺乏,以及对公司所处宏观环境、行业环境以及自身现实情况缺乏系统性的认识,百瑞源在品牌战略的实施中存在薄弱环节。因此,本文在对企业所处的内部和外部战略环境综合分析的基础上,研究分析了百瑞源公司品牌战略现状及实施过程中存在的问题,并提出了相应的改善对策及实施保障措施,对百瑞源枸杞产业发展有限公司打造强势品牌、走出宁夏、走向世界具有重要的实践价值和指导意义。同时,由于实施品牌战略已经是大势所趋,它对宁夏枸杞行业甚至是整个农产品行业的发展都有很大的助力作用,所以对于同行业及其他同类企业进行品牌研究也具有一定的参考价值。更多还原

【Abstract】 Nowadays, the competition between enterprises has not only confined to the product competition, price competition, advertisement competition, service competition, and further to rise to the brand competition. Like most of the industry, agricultural industry is facing the situation of homogeneous in many aspects, such as product, channel, promotion, marketing and even innovation, this condition weakens the marketing innovation of enterprise, and also reduces the profits of the enterprise. Therefore agricultural products brand is not merely a tactical tool to identified products,but should be the core of management as the strategic resources of agricultural enterprise. Ningxia Wolfberry, which as one of the special advantage industries in Ningxia Hui autonomous Region, not only faces the competition from the various enterprises, but also under the pressure of competition from other Chinese wolfberry wine in recent years. In this state, improve the core competitiveness of company continuously, put the cultural connotation into products, build brand strategy belongs to the company own, and uses these to guide the enterprise will be the best weapons for the Ningxia company to deal with the brand competition and gain competitive advantage of market.The Beryl Wolfberry industry development co., LTD relying on the resource advantage of Ningxia wolfberry, won a strong competitive advantage in the market through a series of the implementation of brand strategy. However, due to the lack of research and practice, as well as the lack of systematic understanding to the macro environment, industry environment of company and the reality of themselves, The Beryl Wolfberry industry development co., LTD exists the weak links in the implementation of brand strategy. Therefore, this research analysis of the current brand strategies of Beryl company based on the comprehensive analysis of internal and external environment of company, and put forward the corresponding optimization and safeguard measures, which has important practical value and guiding significance for The Beryl Wolfberry industry development co., LTD to build a strong brand, out of Ningxia and towards the world. At the same time, for is the trend to carry out brand strategy, sand it is related to the Ningxia wolfberry industry and even the whole brand development of agricultural industry, so for the similar enterprises, the brand research also has certain reference value.更多还原