乐事品牌营销策略研究

乐事薯片品牌营销策略研究目录摘要ABSTRACT1绪论...21.1研究背景与目的21.2国内外研究现状32品牌与品牌营销的相关理论概述42.1品牌管理的概念42.2品牌资产....2.2.1定义......2.2.2品牌资产的构成.....….52.3品牌营销72.3.1品牌营销理论的发展阶段72.3.2品牌营销的概念......72.3.3品牌营销与传统营销的区别72.4品牌战略......83乐事品牌的基本情况....93.1乐事品牌的发展情况....93.1.1乐事的品牌历史故事..103.1.2乐事的品牌风格.....103.1.3乐事品牌的战略选择..103.2乐事品牌的市场地位...104乐事品牌的市场环境分析(SW0T)104.1乐事品牌发展具有的自身优势和劣势..…104.1.1优势104.1.2劣势....114.2乐事品牌所面临的外部机遇与威胁.…114.2.1机会因素(opportunities).l14.2.2威胁因素(threats).................115制约乐事品牌营销效果的因素及存在的问题.…115.1制约乐事品牌营销的因素...........115.2乐事品牌营销存在的问题..............125.2.1品牌定位重复......125.2.2多品牌的扩大而削弱了自己的竞争优势品牌营销...125.2.3营销模式简单.........136乐事品牌营销的应对措施.....·136.1引导顾客对企业品牌的忠诚.......136.2提高员工品牌认同感及企业内部满意度.....136.3优化营销组合策略.··13致谢.……13参考文献..14乐事薯片品牌营销策略研究摘要：众所知周，随着全球贸易的拓张和我国市场经济的飞速发展，中国快消食品市场因为人口而格外庞大的消费基数以及不可估量的市场潜力为更多的国内外食品企业创建了有利的发展机遇。与此同时，我国快消食品行业经历了若干年的市场演绎己经进入到了一个在种类、包装、促销、口味等多方面略为同质化的阶段，因此想在如此激烈的市场竞争中达到领先，就必须进一步强化品牌意识。面对挑战和机遇并存的食品市场，怎样迎合食品发展的要求，通过利用优秀品牌来达到竞争中的优势，脱颗而出，从而获得更多的市场份额，加强品牌的影响力，是当前国内众多食品企业所面临的客观问题。本文以乐事品牌为例，在宏观研究目前品牌营销理论的基础之上，对乐事薯片的品牌营销策略展开进一步深层次的探究。首先从品牌营销的相关定义与基础理论知识入手，分析了乐事薯片品牌的发展历史、发展前景以及当前品牌营销存在的一些问题，与此同时针对这些问题提出了相应的解决方案和可实行措施，具体加强品牌意识，强化品牌管理，提高品牌的竞争力。关键词：品牌营销、策略、营销TAbstract:Public knowledge for weeks,with the extension piece and the our country market economythe rapid development of Global trade,Chinese FMCG food market because the population isexceptionally large consumer base and immeasurable market potential for more food enterprises athome and abroad to create a favorable development opportunity.At the same time,our countryFMCG food industry has experienced several years of market interpretation has been in to a intype,packaging,promotion,taste,etc.slightly homogenization stage.Therefore,we want to insuch a fierce competition in the market has reached the lead,it is necessary to further strengthenthe awareness of the brand.In the face of the challenges and opportunities coexist in the foodmarket,how to meet the requirements of the development of food,by taking advantage of theexcellent brand to achieve competitive advantage,stand to gain more market share,enhance thebrand's influence,is currently,many food enterprises are facing the objective problem.This paper to LAY'S as an example,based on macro research on the theory of brandmarketing based,the brand marketing strategy of LAY'S potato chips launched further deepresearch.First,analysis the LAY'S potato chip brand development history,development prospectsand current brand marketing have some problems starting from the brand marketing of the第1页共14页definition and basic theoretical knowledge.At the same time to solve these problems proposedcorresponding solutions and measures can be implemented,with body and strengthen brandawareness,strengthen the management of the brand,the brand has played a competitive.Keywords:brand marketing,strategy,marketing一、绪论薯片是一种由马铃薯也就是土豆精心烹饪而成的大众零食。制作方法也是众所周知就是是把土豆切为薄片，然后油炸或着烤至脆口并加以调味即可食用。除了最简单的以盐来调味外，市面上买到不同口味的薯片亦会使用味精抑或是不同食品添加剂调味。薯片是这个世界上很多国家零食市场比较重要的一部份。近年来，薯片等快消食品貌似逐渐成为了许多人的消费新宠