多元化集團的品牌戰略研究——基于中糧集團的案例

文化產業管理論文編號:WHCY116 論文字數:14463,頁數:18 附任務書,開題報告,外文翻譯,文獻綜述

目  錄
1 緒論 1
1.1 選題背景與意義 1
1.2相關理論 1
1.2.1 品牌 1
1.2.2 品牌資產 1
1.2.3 品牌戰略 2
1.2.4 多元化集團的品牌戰略 2
2 中糧集團品牌現狀介紹 4
2.1 中糧集團的多元化特征 4
2.2 中糧集團母品牌現狀介紹 5
2.2.1 品牌形式 5
2.2.2 品牌內涵 7
2.3 中糧集團典型子品牌介紹：1、福臨門 2、我買網 7
2.4 中糧集團品牌戰略實施 8
3 困局：解析“中糧”的社會認知與子母品牌協同 9
3.1 母品牌認知度低，聯想割裂 9
3.2 品牌管理未能協同整合，子母品牌聯系脫節 10
3.3 行業跨度大，品牌缺乏協同 10
4 破冰：中糧集團品牌戰略的重整與創新 10
4.1 提高母品牌認知度，搭建品牌聯想 11
4.2 找準子母品牌協同點，構建內在聯系 12
4.3 有效實施品牌戰略——借鑒寶潔的品牌管理經驗 13
致謝 15
參考文獻 16

 摘要：文章結合品牌資產、品牌戰略，特別是多元化集團的品牌戰略等相關理論，從戰略性品牌管理的角度，較為深入地對國內典型的多元化集團——中糧集團進行了分析和探索。首先，文章對中糧集團的品牌現狀進行了全面的介紹，包括集團特有的多元化特征，母品牌的品牌形式和品牌內涵，以及“福臨門”、“我買網”兩個典型的子品牌的現狀概述；在此基礎上，文章總結并指出了中糧集團以品牌社會認知度低、子母品牌協同不足為主的品牌困惑；最后，針對這一典型而又特殊的多元化集團現存的品牌問題，作者對其品牌戰略調整進行了探索，擬定了讓這個多元化集團走出品牌困局的解決方案，試找出了適合中糧的子母品牌協同點，并借鑒寶潔成功的品牌管理經驗，為中糧集團有效實施品牌戰略提出了方法和建議。
 關鍵詞：多元化集團；品牌戰略；中糧集團

STUDY ON BRAND STRATEGY OG DIVERSIFIED FROUP—— BASED ON THE CASE OF COFCO
 ABSTRACT: In this paper, the brand strategy of diversified groups was analyzed thoroughly based on the case of COFCO. First, theories concerning brand, like brand asset, brand strategy, especially the brand strategy for diversified groups are introduced comprehensively. Second, the author fully analyzes the brand situation of COFCO, including its unique diversified feather, the corporate brand’s performance and connotation, as well as two typical product brands, ‘FU LIN MEN’ and ‘WO MAI.com’. On this basis, this article summaries and indicates COFCO’s brand confusion, such as low social popularity and the poor collaboration between the corporate brand and its production brands. Finally, the writer tries to find several feasible solutions for COFCO’s brand problems. Not only some relevant countermeasures are proposed, but also the connection point around this diversified group’s brands is found. What’s more, benefiting from the successful experiences of ‘P&G’, methods and advices are presented for those brand strategies being practiced effectively.
 Key words: diversified group; brand strategy; COFCO