多元化集团的品牌战略研究——基于中粮集团的案例

论文编号:WHCY116 论文字数:14463,页数:18 附任务书,开题报告,外文翻译,文献综述

 摘要：文章结合品牌资产、品牌战略，特别是多元化集团的品牌战略等相关理论，从战略性品牌管理的角度，较为深入地对国内典型的多元化集团——中粮集团进行了分析和探索。首先，文章对中粮集团的品牌现状进行了全面的介绍，包括集团特有的多元化特征，母品牌的品牌形式和品牌内涵，以及“福临门”、“我买网”两个典型的子品牌的现状概述；在此基础上，文章总结并指出了中粮集团以品牌社会认知度低、子母品牌协同不足为主的品牌困惑；最后，针对这一典型而又特殊的多元化集团现存的品牌问题，作者对其品牌战略调整进行了探索，拟定了让这个多元化集团走出品牌困局的解决方案，试找出了适合中粮的子母品牌协同点，并借鉴宝洁成功的品牌管理经验，为中粮集团有效实施品牌战略提出了方法和建议。
 关键词：多元化集团；品牌战略；中粮集团

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

目  录
1 绪论 1
1.1 选题背景与意义 1
1.2相关理论 1
1.2.1 品牌 1
1.2.2 品牌资产 1
1.2.3 品牌战略 2
1.2.4 多元化集团的品牌战略 2
2 中粮集团品牌现状介绍 4
2.1 中粮集团的多元化特征 4
2.2 中粮集团母品牌现状介绍 5
2.2.1 品牌形式 5
2.2.2 品牌内涵 7
2.3 中粮集团典型子品牌介绍：1、福临门 2、我买网 7
2.4 中粮集团品牌战略实施 8
3 困局：解析“中粮”的社会认知与子母品牌协同 9
3.1 母品牌认知度低，联想割裂 9
3.2 品牌管理未能协同整合，子母品牌联系脱节 10
3.3 行业跨度大，品牌缺乏协同 10
4 破冰：中粮集团品牌战略的重整与创新 10
4.1 提高母品牌认知度，搭建品牌联想 11
4.2 找准子母品牌协同点，构建内在联系 12
4.3 有效实施品牌战略——借鉴宝洁的品牌管理经验 13
致谢 15
参考文献 16