浅析菊乐牛奶品牌营销策.doc

PAGE 浅析菊乐牛奶品牌营销策略 摘要：2011年我国GDP已成功跨入世界第二的行列。随着经济的发展和人民生活水平的不断提高“奶制品业”如雨后春笋般蓬勃地发展起来民生活水平的不断提高以及对物质需求的不断增长，牛奶行业保持着告诉的发展速度。目前，市场上同类的乳制品日益增多，而“菊乐”与其同类产品如“蒙牛”、“伊利”相比较而言还是一个地方性的企业。想要成为一个在全国范围内具有一定知名度的企业，就需要打响自己的品牌，如今，品牌已成为企业占领市场的重要工具，所以，品牌竞争已经成为现代企业竞争的一个主题，但国内许多企业都在品牌建设和推广上存在许多问题，本文研究的重点就是菊乐牛奶运用了哪些品牌营销策略，还有哪些需要改进的地方。 关键词：品牌战略 环境 SWOT分析 建议 On Ju Le milk brand marketing strategy Abstract: Chinas GDP in 2011 has successfully entered the ranks of the worlds second. With economic development and peoples living standard continues to improve, dairy industry mushrooming to develop the continuous improvement of peoples 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 comparison or a local company. Want to be a well-known across the country with a certain business, you need to started their own brand, and now, the brand has become an important tool for companies dominate the market, so brand competition has become a modern enterprise competition 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 目录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc313955938 1引言 PAGEREF _Toc313955938 \h 1 HYPERLINK \l _Toc313955939 1.1研究的背景及意义 PAGEREF _Toc313955939 \h 1 HYPERLINK \l _Toc313955940 1.1.1研究的背景 PAGEREF _Toc313955940 \h 1 HYPERLINK \l _Toc313955941 1.1.2研究的意义 PAGEREF _Toc313955941 \h 1 HYPERLINK \l _Toc313955942 2关于品牌的一些认识 PAGEREF _Toc313955942 \h 1 HYPERLINK \l _Toc313955943 2.1品牌的内涵 PAGEREF _Toc313955943 \h 2 HYPERLINK \l _Toc313955944 2.2品牌的价值 PAGEREF _Toc313955944 \h 2 HYPERLINK \l _Toc313955945 2.3品牌的作用 PAGEREF _Toc313955945 \h 2 HYPERLINK \l _Toc313955946 3我国牛奶行业背景及现状分析 PAGEREF _Toc3