天津大桥道食品有限公司品牌发展研究

天津大桥道食品有限公司品牌发展研究摘要：当今社会，随着商品经济的飞速发展，食物的需求也在急剧上升，越来越多的食物公司将重点放在了产品的开发和产品的更新上，并且更加重视对自己的品牌的宣传，通过提供更好的产品和更好的服务，提升自己在行业中的竞争能力。此外，与一些老字号企业不同，越来越多的新型食品企业更加重视品牌发展所能产生的经济效益，通过标准化管理和品牌管理等多个方面，来提高自己的品牌价值，从而在目标市场中迅速获得了普遍的认可，并逐渐扩大了企业的生产规模和市场范围。与此形成鲜明对比的是，很多从上个世纪存活到现在的食品企业，他们必须要根据当前的市场情况，对自己的品牌进行重点的发展。论文选取了天津大桥道食品有限公司作为实证，通过对有关“老字号”品牌发展及经营的理论与理论进行梳理与总结，阐述了“天津大桥道”品牌经营及经营的状况，发现了“天津大桥道”品牌经营理念、品牌定位、品牌传播及战略运用等问题。根据市场的发展需求，从品牌观念创新，市场定位，多种渠道的宣传等方面，为天津大桥道食品有限公司做好品牌经营，使其达到一个更高的层次。关键词：天津大桥道食品有限公司：品牌管理：品牌定位Research on Brand Development of Tian Jin DaQiao Dao Food Co.,LtdAbstract:In today's society,with the rapid development of commodity economy,thedemand for food is also rising sharply.More and more food companies focus on productdevelopment and product update,and pay more attention to their own brand publicity.Byproviding better products and better services,they can enhance their competitiveness in theindustry.In addition,different from some time-honored enterprises,more and more new-typefood enterprises pay more attention to the economic benefits produced by brand development,improve their brand value through standardized management and brand management and otheraspects,so as to quickly gain widespread recognition in the target market,and graduallyexpand the production scale and market scope of the enterprise.In sharp contrast,many foodcompanies that have survived from the last century have had to focus on the development oftheir brands according to current market conditions.In this paper,Tianjin Daqiao Road Food Co.,Ltd.is selected as an example.By combingand summarizing the theories and theories about the development and management of"time-honored brand",this paper expounds the management and management status of "TianjinDaqiao Road"brand,and finds out the problems of "Tianjin Dagiao Road"brand managementconcept,brand positioning,brand communication and strategic application.According to themarket development needs,from the brand concept innovation,market positioning,a variety ofchannels of publicity and other aspects,Tianjin Daqiao Road Food Co.,Ltd.to do a good job inbrand management,so that it can reach a higher level.Keywords:Tianjin Dagiao Dao Food Co.,Ltd;Brand management;brand positioning目录第一章绪论1.1研究背景及意义4444441.2研究内容与方法1.3文献综述第二章相关基本理论概述42.1品牌发展的含义.42.2品牌发展的要素….42.2.1建立信誉42.2.2争取支持42.2.3建立关系.42.2.4增加机会.42.3品牌管理的内容.52.3.1制定品牌发展战略.…44442.3.2明确品牌发展定位.….52.3.3进行理性的品牌延伸.524相关理论.….52.4.1品牌定位理论2.4.2品牌形象理论5第三章天津大桥道食品有限公司概况及品牌发展现状..·..73.1天津大桥道食品有限公司概况.73.2天津大桥道食品有限公司品牌管理现状73.2.1品牌发展的战略方向.73.2.2品牌市场定位方向….73.2.3品牌延伸与发展策略.8第四章天津大桥道食品有限公司品牌发展中存在的问题..·104.1品牌经营理念过于传统…104.1.1品牌文化发展过于保守.…10