浅析菊乐牛奶品牌营销策.docxVIP

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 1? 引言?....................................................................... 1 1.1? 研究的背景及意义?....................................................... 1 1.1.1? 研究的背景?......................................................... 1 1.1.2? 研究的意义?......................................................... 1 2? 关于品牌的一些认识?......................................................... 1 2.1? 品牌的内涵?............................................................. 2 2.2? 品牌的价值?............................................................. 2 2.3? 品牌的作用?....................................................