青島啤酒品牌發(fā)展戰(zhàn)略研究論-展示頁
2025-01-17 11:42本頁面
【正文】 品牌發(fā)展戰(zhàn) 略有著密切的聯(lián)系，所以研究青島啤酒的品牌發(fā)展戰(zhàn)略對國內其他企業(yè)在未來的發(fā)展方向有著重要的借鑒意義。 現(xiàn)在國內企業(yè)已經逐漸認識到品牌的重要性，開始發(fā)展新的品牌或提升原有品牌的影響力，但是在如何進行品牌管理以及提升品牌自身價值等方面尚未成熟，面臨著許多的問題。因為我國經濟的發(fā)展大多依靠的是制造業(yè)，所以在國際上知名的品牌屈指可數(shù)，一直未能躋身為品牌大國。s enterprises must face the issue. Beer industry also is in such circumstances, in the face of the current China liquor industry, large size, slow growth, profitability is low, who can better survive, profit ability plays a key role. Profitability includes panies owned by the channel profitability and brand premium ability etc.. Several major domestic beer enterprises survival way is different, Tsingtao Brewery is now Chinese beer industry both at home and abroad the most valuable beer enterprises, and its success lies in its brand development strategy of keeping pace with the times. Based on brand strategy management theory as the instruction, its background of domestic beer industry development present situation, tsingtao beer brand development as the research object, analyses the tsingtao beer brand in the domestic and international problems and challenges, and Suggestions are put the development strategy of Qingdao beer insist on the implementation of innovative brand for its vigorous vitality and opportunities, thus providing some ideas for reference for other enterprises. Keywords:Tsingtao Beer； brand； brand developing strategy 目 錄 引言 ................................................................. 1 一、國內啤酒行業(yè)品牌發(fā)展概況 ......................................... 1 （一） 國內啤酒行業(yè)品牌發(fā)展現(xiàn)狀 ................................... 1 （二）國內啤酒行業(yè)品牌發(fā)展趨勢 ................................... 2 二、 青島啤酒品牌國內發(fā)展戰(zhàn)略分析 .................................... 3 （一）品牌發(fā)展方式 ............................................... 3 （二）品牌發(fā)展使命 ............................................... 4 （三）品牌發(fā)展模式 ............................................... 4 （四）品牌發(fā)展目標 ............................................... 5 （五）品牌發(fā)展面臨的挑戰(zhàn) ......................................... 5 （六）品牌發(fā)展建議 ............................................... 6 三、 青島啤酒品牌國際化發(fā)展戰(zhàn)略分析 .................................. 7 （一）品牌國際化發(fā)展概況 ......................................... 7 （二）品牌國際化發(fā)展策略 ......................................... 7 .................................................... 7 .................................................... 8 .................................................... 8 .................................................... 8 （三）品牌國際化發(fā)展建議 ......................................... 9 ............................................ 9 .............
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