淺析菊樂(lè)牛奶品牌營(yíng)銷策畢業(yè)論文(已修改)
2025-06-18 01:35 本頁(yè)面
【正文】 成都信息工程學(xué)院銀杏酒店管理學(xué)院 本科畢業(yè)論文 I 淺析菊樂(lè)牛奶品牌營(yíng)銷策略 摘要 ： 2021 年我國(guó) GDP 已成功跨入世界第二的行列。隨著經(jīng)濟(jì)的發(fā)展和人民生活水平的不斷提高“奶制品業(yè)”如雨后春筍般蓬勃地發(fā)展起來(lái)民生活水平的不斷提高以及對(duì)物質(zhì)需求的不斷增長(zhǎng)，牛奶行業(yè)保持著告訴的發(fā)展速度。 目前，市場(chǎng)上同類的乳制品日益增多，而“菊樂(lè)”與其同類產(chǎn)品如“蒙牛”、“伊利”相比較而言還是一個(gè)地方性的企業(yè)。想要成為一個(gè)在全國(guó)范圍內(nèi)具有一定知名度的企業(yè)，就需要打響自己的品牌，如今，品牌已成為企業(yè)占領(lǐng)市場(chǎng)的重要工具，所以，品牌競(jìng)爭(zhēng)已經(jīng)成為現(xiàn)代企業(yè)競(jìng)爭(zhēng)的一個(gè)主題，但國(guó)內(nèi)許多企業(yè)都在 品牌建設(shè)和推廣上存在許多問(wèn)題，本文研究的重點(diǎn)就是菊樂(lè)牛奶運(yùn)用了哪些品牌營(yíng)銷策略，還有哪些需要改進(jìn)的地方。 關(guān)鍵詞 ：品牌戰(zhàn)略 環(huán)境 SWOT 分析 建議 成都信息工程學(xué)院銀杏酒店管理學(xué)院 本科畢業(yè)論文 II On Ju Le milk brand marketing strategy Abstract: China39。s GDP in 2021 has successfully entered the ranks of the world39。s second. With economic development and people39。s living standard continues to improve, dairy industry mushrooming to develop the continuous improvement of people39。s living standards and growing demand for substance, the milk industry to maintain the pace of development told. Currently, similar dairy products on the market growing, and Ju Music with similar products such as Mengniu, Queen parison or a local pany. Want to be a wellknown across the country with a certain business, you need to started their own brand, and now, the brand has bee an important tool for panies dominate the market, so brand petition has bee a modern enterprise petition theme, but many domestic enterprises in brand building and promotion on many problems, the focus of this study is the use of milk which daisy music brand marketing strategy, what needs improvement. Keywords: Brand strategy SWOT analysis Environmental Proposal 成都信息工程學(xué)院銀杏酒店管理學(xué)院 本科畢業(yè)論文 III 目錄 1引言 ............................................................... 1 ...................................................... 1 ........................................................ 1 ........................................................ 1 2關(guān)于品牌的一些認(rèn)識(shí) .................................................. 1 ............................................................ 2 ............................................................ 2 ............................................................ 2 3 我國(guó)牛奶行業(yè)背景及現(xiàn)狀分析 .......................................... 2 我國(guó)牛奶行業(yè)背景分析 ................................................ 2 我國(guó)牛奶行業(yè)現(xiàn)狀分析 ................................................ 3 ........................................................ 3 5 菊樂(lè)牛奶的 SWOT 分析 ................................................ 4 菊樂(lè)牛奶企業(yè)簡(jiǎn)介 .................................................... 4 菊樂(lè)牛奶的優(yōu)勢(shì) ....................................................... 4 ............................................................ 5 ........................................................ 5 ........................................................ 5 6 菊樂(lè)牛奶現(xiàn)有的品牌營(yíng)銷策略 .......................................... 5 提供優(yōu)質(zhì)的產(chǎn)品 ...................................................... 5 媒體公關(guān)活動(dòng) ......................................................... 6 產(chǎn)品創(chuàng)新 ............................................................ 6 娛樂(lè)營(yíng)銷 ............................................................. 7 7 菊樂(lè)牛奶品牌營(yíng)銷策略的 改進(jìn) .......................................... 8 加強(qiáng)廣告的宣傳力度 .................................................. 8 建立“顧客回聲系統(tǒng)” (ECHO) ......................................... 9 創(chuàng)造顧客價(jià)值和滿意 .................................................. 9 市場(chǎng)細(xì)分 ............................................................ 10 進(jìn)行品牌聯(lián)盟 ........................................................ 10
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