【作者】 王丹；

【导师】 赵春雷；

【作者基本信息】 吉林农业大学 ， 农村与区域发展（专业学位）， 2014， 硕士

【摘要】 乳业在欧洲以及一些世界发达国家是一个历史悠久的行业，与西方发达国家不同的是，我国乳制品行业还处于发展起步阶段。随着我国经济的发展乳制品受到宏观环境的正向影响，加之乳制品企业的坚持和努力，使得乳制品行业在中国这片沃土上从曾经的“弱质产业”成为了现今被公认的“朝阳产业”，2011年乳制品业被列入《当前国家重点鼓励发展的行业、产品和技术目录》。在以品牌建设、经营与管理为主导的现今市场经济大环境下，越来越多的企业发现了品牌带来的巨大的战略空间和效益，使得品牌价值得到广大认识，乳制品业也不例外。以蒙牛为例，从建立伊始的名不见经传到后来稳坐乳制品行业第二把交椅，以至于后来受到“三聚氰胺”事件的波及能够迅速调整恢复，品牌的影响力发挥了不可忽视的作用。本文有针对性的对国内外有关文献进行研究，并从中发现，企业经营品牌的目的便是为企业带来各种溢价，品牌及其所带来的价值是其核心竞争力的体现。本文从品牌市场定位的视角出发，对乳制品行业的现状、乳制品品牌价值的影响因素进行了简要的分析，通过品牌市场定位提出乳制品品牌价值提升的方法和途径，并与知名乳企品牌的成功定位相结合进行对比分析，最终得出基于市场定位视角创造乳制品品牌价值的过程。更多还原

【Abstract】 In Europe and some developed countries dairy product industry is an industry with a longhistory. Instead of a long history, the dairy product industry of China is still an early stage. It isworth mentioning that it has become the most development potential of the food industry, fromweaknesses to growth, with the beneficial macro environment and the enterprises’ ownunremitting efforts. The dairy product industry was listed in the catalogue which the currentnational focus on encouraging the development of the industry, products and technologies in2011. Nowadays the market economy has dominated by brand construction and management.More and more companies found huge strategic space and benefits of the brand and brand valueis known to all. Monmilk, for example, is not a well-known figure in the dairy product industryat the beginning. With the brand influence, it becomes the industry leader and successfully getsrid of the influence of the “melamine” incident.The study on domestic and overseas show that as a kind of intangible assets of enterprises,Brand is aimed to bring profits for enterprises and realizes brand value. So “how to create value”it is a question. The article indicates the method and way to improve brand value with the studyon the present situation of the dairy industry, the influence factors of dairy products brand valueand the creation of dairy products brand value based on the market positioning. Finally it isconcluded that the process of creating dairy brand value.更多还原