ld食品集团品牌策略研究正文.docVIP

摘 要 随着世界经济繁荣发展，物质财富的规模正以前所未有的速度扩张，人们的生活方式和条件也相应得到了改善和提高，然而经济增长所带来的负面效应却充斥着人们的生活，如环境问题和食品安全问题等，严重危及了人类的身体健康。对这些负面效应的警觉和排斥心理便激发出了消费者对食品质量的强烈需求。越来越多的企业争先打造自己的食品品牌，抢占市场，提高企业核心竞争力，食品品牌建设已经成为食品生产加工企业不可忽视的重要课题。 DL集团是我国较大的现代农业企业集团，拥有较大规模的食品生产基地，其食品己经形成了具有一定知名度和美誉度的DL等品牌，但其在品牌建设中依然存在诸多问题，所以针对DL集团食品品牌建设进行研究，对于提高集团食品品牌的竞争力，促进食品产业的发展具有重要意义。论文以DL集团食品品牌建设为研究对象，在国内外研究现状综述和相关理论分析的基础上，依据DL集团食品产业发展背景，通过对品牌建设现状的分析，提炼出品牌形象有待提升、品牌价值整合存在失误、品牌建设水平不均衡等品牌建设方面存在的问题，针对这些问题挖掘出品牌形象内涵不深刻、品牌之间缺乏联动性、食品产业化程度不足等障碍因素。然后以此为依据，从加强市场定位、深化市场推广、高度重视市场规划等方面提出了适合DL集团特点的食品品牌建设的对策建议。 关键词：DL集团，食品，品牌 Abstract With the world economic prosperity and development, the scale of material wealth is the rapid expansion at an unprecedented rate, peoples lifestyles and living conditions have improved, and accordingly increased. But at the same time, economic growth is filled with the negative effects of peoples lives, such as environmental issues and food safety issues and so on, which serious threat to human health. Therefore, exclusion of mental alertness which is from these negative effects will inspire consumers to own the strong demand for the green, and green good is gradually replacing the traditional food, as a new product form recognized by the market. Many companies rushed to build their own brand, in order to gain the first status of Market share and improve competitiveness. So brand construction of good has become an indispensable key issue of the food enterprises. As Chinas largest modern agriculture enterprise group，DL Group has the most production bases of food in Shandong Province, and has formed DL etc which own a certain visibility and reputation. But it still exist questions of some aspects, so building the brand construction of good in DL group is important to improve groups competitiveness and Promote the development of food industry. This thesis mainly studies the brand construction of good in DL Group. On the basis of the research of the brand construction of good at home and abroad，this paper Ex