秦池酒业品牌忠诚度研究

工商管理论文编号:GS338  论文字数:16363,页数:22

 目  录
 1.绪论……………………………………………………………………………1
   1.1 研究背景…………………………………………………………………1
   1.2 研究意义…………………………………………………………………2
 2.品牌忠诚度的理论概述…………………………………… ………………4
   2.1 品牌及品牌忠诚度含义……………………………………… ………4
   2.2 品牌忠诚度管理内容及重要性…………………………………………6
 2.3品牌忠诚度理论概述……………………………………………………7
 3.秦池酒业品牌忠诚度现状分析…………………………………………… 8
  3.1 秦池酒业品牌忠诚度现状………………………………………………8
  3.2 秦池酒业品牌忠诚度现状原因分析……………………………………12
 4.对秦池酒业品牌忠诚度塑造的建议…………………………………………15
   4.1 明确品牌忠诚度的市场定位……………………………………………15
   4.2 保证品牌的优质和商品的优质…………………………………………15
   4.3 不断创新产品的形象……………………………………………………15
   4.4 认识品牌公关的重要性以及正确处理危机……………………………16
   4.5 塑造深入人心的品牌……………………………………………………16
 5 结论……………………………………………………………………………18
 参考文献…………………………………………………………………………19
 致谢………………………………………………………………………………20

 摘   要
 随着我国经济的快速发展和社会的全面进步，人民的生活水平得到了很大程度的提高，人民的消费观念开始改变。对消费品的要求从追求实用到追求知名度、社会声誉等方面转变，品牌效应愈发明显。    本文从品牌忠诚度的理论入手，通过对秦池酒业集团品牌忠诚度现状的分析，总结了其中存在的问题：品牌定位缺乏稳定性；失去对市场的关注；没有将品牌知名度转换为品牌资产；没有认识到品牌公关的重要性；品牌塑造没有深入人心。进而对秦池酒业品牌忠诚度塑造提出了的建议：明确品牌忠诚度的市场定位；保证品牌的优质和商品的优质；不断创新产品的形象；认识品牌公关的重要性以及正确处理危机；塑造深入人心的品牌。
 关键词：品牌忠诚度 消费方式 营销策略 营销目的 秦池酒业
 

 Abstract
 With China's rapid economic development and social progress, people's living standards have a large degree of improvement began to change people's consumption concept. Demand for consumer goods from the pursuit of utility to the pursuit of fame, such as changes in social reputation, brand becoming increasingly apparent.     Starting from the theory of this brand loyalty, the Qin pool Wine Group by brand loyalty on the analysis, which summarized the problems: the lack of stability of brand positioning; loss of market focus; not to brand awareness into brand equity ; not realize the importance of brand public relations; brand building does not enjoys popular support. Qin pool wine brand loyalty and then shape the recommendations put forward: a clear market positioning of brand loyalty; to ensure brand quality and product quality; the image of innovative products; understanding of the importance of brand public relations and properly handle the crisis; shape enjoys popular brands.
 Key words: degree of fidelity on a specific commodity,consumptive type,strategies on selling,aims on selling