金华火腿的品牌创新策略研究.doc

PAGE 金华火腿的品牌创新策略研究 摘 要:品牌是企业的无形资产，是企业形象和经营管理能力的集中体现。品牌的生命力决定了企业的生命力。随着生活水平的提高，人们对产品的追求已不局限于产品功能本身，企业应通过品牌建设提高产品的附加价值以吸引更多的消费者。本文在品牌管理与品牌创新的理论基础上分析金华火腿的品牌经营管理模式，探讨分析金华火腿品牌管理与品牌创新上的优势与不足，从品牌营销策略，品牌核心价值建设等方面提出改进措施，并以此给其他企业提供借鉴。 关键字:金华火腿；品牌管理；品牌创新 Innovative Strategies brand Jinhua ham Abstract: This brand is an intangible asset, is a concentrated expression of corporate image and management capabilities. Determines the vitality of the brand vitality of enterprises. As living standards improve, peoples pursuit of the product is no longer limited to product functionality itself, enterprises should increase the added value of products by brand-building in order to attract more consumers. In this paper, brand management and brand innovation on the basis of theoretical analysis of Jinhua Ham brand management model, comparative study with foreign food chain brand management strategy, discuss the advantages and disadvantages of analysis ham on brand management and brand innovation from the brand propose measures to improve the marketing strategy, brand building, core values, and thus provide a reference to other companies. Keywords: Jinhua Ham brand management brand innovation 目 录TOC \o 1-3 \h \u HYPERLINK \l _Toc8710 一、引 言 PAGEREF _Toc8710 1 HYPERLINK \l _Toc28148 二、金华火腿营销现状分析 PAGEREF _Toc28148 1 HYPERLINK \l _Toc8375 （一）金华当前经济发展现状 PAGEREF _Toc8375 1 HYPERLINK \l _Toc5670 （二）金华火腿品牌建设现状 PAGEREF _Toc5670 3 HYPERLINK \l _Toc8005 (三)金华火腿市场环境的SWOT分析 PAGEREF _Toc8005 4 HYPERLINK \l _Toc15483 二、品牌营销的相关理论 PAGEREF _Toc15483 6 HYPERLINK \l _Toc6934 （一）品牌概念与作用 PAGEREF _Toc6934 6 HYPERLINK \l _Toc13644 （二）品牌老化与创新 PAGEREF _Toc13644 7 HYPERLINK \l _Toc4524 三、金华火腿存在问题分析 PAGEREF _Toc4524 9 HYPERLINK \l _Toc18892 （一）品牌认知的老化 PAGEREF _Toc18892 9 HYPERLINK \l _Toc21300 （二）品牌文化的老化 PAGEREF _Toc21300 9 HYPERLINK \l _Toc21461 （三）品牌经营方式的老化 PAGEREF _Toc21461 10 HYPERLINK \l _Toc9424 四、金华火腿品牌创新的营销策略 PAGEREF _Toc9424 11 HYPERLINK \l _Toc31993 （一）制定核心品牌长远发展战略 PAGEREF