论文 沙县小吃

学号: 常 州 大 学 毕业设计(论文) (2013 届) 题 学 学 目 生 院 沙县小吃品牌战略研究 经济管理学院 朱陈松 专业班级 专业技术职务 工商 091 讲师 指导教师 二〇一三年四月

常州大学学位论文原创性声明 本人郑重声明:所呈交的学位论文是本人在导师指导下独立进行的研 究工作及取得的研究成果。除文中已经注明引用的内容外,本论文不含任 何其他个人或集体已经发表或撰写过的作品成果。对本文的研究做出重要 贡献的个人和集体,均已在论文中以明确方式标明。本人已完全意识到本 声明的法律结果由本人承担。 作者签名: 签字日期: 年 月 日 学位论文版权使用授权的说明 本学位论文作者完全了解 常州大学 有关保留、使用学位论文的规 定,即:本科生在校攻读学位期间论文工作的知识产权单位属常州大学。 学校有权保留并向国家有关部门或机构送交论文的复印件和磁盘,允许论 文被查阅和借阅。学校可以公布学位论文的全部或部分内容,可以采用影 印、缩印或扫描等复制手段保存、汇编本学位论文。 保密论文注释: 本学位论文属于保密范围, 在 年解密后适用本授 权书。非保密论文注释:本学位论文不属于保密范围,适用本授权书。 学位论文作者签名: 导师签名: 签字日期: 签字日期: 年 年 月 月 日 日

沙县小吃品牌战略研究 摘 要:进入 21 世纪后,市场激烈竞争促使竞争方式已经由原来的价格竞争、质量竞 争上升到品牌层面的综合竞争,在餐饮行业发展品牌战略也已经达成共识。沙县小吃作 为国内由地方发展起来的特色小吃品牌,其品牌战略仍然不完善,没有发挥自身品牌的 独特的市场作用,唯有通过一定的品牌战略提高品牌的知名度和品牌市场占有率。本文 首先通过对国内外文献的翻阅,了解国内外研究现状。其次通过迈克尔·波特的五力模 型和 SWOT 分析对沙县小吃的品牌战略进行理论方面的研究。再通过对沙县小吃的实 地调研与问卷调查得出了沙县小吃在品牌统一管理、品牌文化、品牌定位、战略模型等 方面的不足。 最后提出了一些相应的建议措施, 如加强品牌的统一管理、 科学品牌定位、 加大品牌文化建设、特色化与差异化经营、确定适合的品牌战略模型。 关键词:沙县小吃;餐饮;品牌;品牌战略 I

Study On Brand Strategy Of ShaXian’Delicacies Abstract: the 21st century, the competition of market has increased from price competition, In quality competition up to the brand level competition. It is a consensus to develop the brand strategy in catering industry. Shaxian’ delicacies as a characteristic snack in domestic developed by the local specialty snack brand, its brand strategy is still imperfect, and did not show the importance of their unique brand in the market. Only launch a brand strategy, can we increase the brand awareness and market share. Firstly, this paper through browse the literature of domestic and foreign about brand strategy to know the research present situation. Secondly, this paper research the brand strategy of Shaxian delicacies about theoretical aspects through Michael Porter's five forces model and SWOT analysis. Thirdly, through field research about Shaxian’delicacie, this paper summarizes some shortcomings about brand management, brand culture, brand positioning, strategy model and other aspects. At last the paper puts forward some countermeasures and suggestions. For example, Strengthen the unified management of the brand, brand positioning, increase brand culture construction, features and differences in management, determine right brand strategy model. Key words:Shaxian’delicacies; dining; brand; brand strategy II

摘要···································III ·································· 目录·································· ··································III 一、绪论·································1 ································ (一)研究背景及意义···························1 ·························· (二)国内外研究综述···························2 ·························· 1.国外研究现状····························· ·····························2 2.国内研究现状····························· ·····························2 3.文献评述······························· ·······························3 (三)技术路线图·····························4 ···························· 二、品牌及品牌战略概述··························4 ························· (一)品牌的定义·····························4 ···························· (二)品牌战略的内涵及内容························5 ······················· 1.品牌战略的内涵···························· ····························5 2.品牌战略的内容···························· ····························6 三、沙县小吃品牌战略分析·························6 ························ (一)沙县小吃及行业简介·························6 ························ (二)沙县小吃品牌战略流程分析······················8 ····················· 1.品牌识别与定位···························· ····························8 2.品牌的营销策略···························· ····························9 3.品牌价值评估和诠释·························· ··························10 (三)沙县小吃品牌战略构成分析······················11 ····················· 1.差异化战略······························ ······························11 2.营销战略······························· ·······························12 3.忠诚度战略······························ ······························13 四、沙县小吃实地调研···························13 ·························· (一)沙县小吃品牌 SWOT 分析······················ ······················13 (二)调研设计······························15 ····························· (三)调研实施······························16 ····························· (四)数据获取······························17 ····························· (五)数据分析总结····························19 ··························· 1.数据分析······························· ·······························19 2.调研总结······························· ·······························19 五、沙县小吃品牌战略的建议对策······················20 ····················· (一)加强品牌统一管理··························20 ························· (二)科学品牌定位····························20 ··························· (三)加大品牌文化建设··························21 ························· (四)特色化和差异化经营·························21 ························ (五)确定合适的品牌战略模型·······················22 ······················ 六、总结·································23 ································ 参考文献································· ································ 24 致谢··································· ·································· 26 附录··································· ·································· 27 III

常州大学本科生毕业设计(论文) 一、绪论 (一)研究背景及意义 1.研究背景 近年来,我国餐饮行业得到了迅速的发展,但是作为一个拥有悠久饮食文化历史的 国度的中国,却很难形成有影响力的知名餐饮品牌,早些年的“红高粱”“荣华鸡”的 、 失败的结局留给我们很多的思考。以国内餐饮业的现状和实际为出发点,借鉴国外餐饮 业的成功经验,促进国内餐饮业的品牌发展,这对我国餐饮行业有着及其重要的意义。 而“沙县小吃”作为我们餐饮业的一颗冉冉升起的新星,它的品牌发展对其自身甚至整 个行业都有着重要的促进作用。 2.研究意义 伴随着买方市场的到来,市场激烈竞争促使竞争方式已经由原来的价格竞争、质量 竞争上升到品牌层面的综合竞争,发展品牌战略现在餐饮行业已经达成共识。自从中国 加入 WTO 后,国外品牌流向国内,对市场造成了一定的冲击。在餐饮行业,麦当劳、 肯德基、星巴克、味千拉面等国外知名餐饮品牌依靠其雄厚的品牌实力进入国内,国内 餐饮企业面对这么严重的竞争现实,只有以创造自身的品牌战略为突破口,来打这场品 牌战争。现如今是品牌餐饮的时代,对产品的要求是异质、意蕴、忠诚。异质就要求我 们的产品必须要有个性;意蕴就要求我们的产品必须要有较高的文化含量;忠诚就企业 信念永远为目标客户服务。 对于国内餐饮来说,是否能培育出自主品牌,并将之塑造为知名品牌,将决定企业 在餐饮市场上的竞争力,加强自主品牌的管理与运营已成为时代的要求。在现今的大形 势下,各地政府也出台了大量的扶持自主品牌的政策,这也从侧面显示出品牌战略对于 企业的重要性。而沙县小吃从每家 5~10 人的微型企业,到如今遍地可见的市场占有率, 品牌在其中起到了很大的作用。 当下,我国餐饮行业在品牌的战略上思路还不是很清晰,在品牌战略上还存在着不 少的误区。而且现阶段餐饮企业品牌战略的建设与实施,还没有国外品牌那么娴熟,品 牌战略管理机制还不够完善,品牌经营战略的管理与实施还存在不足。据调查,有将近 六成的被调查者在调查中认为沙县小吃的品牌宣传做的不是很好, 没有把自己的品牌战 略做好,没有很好的把沙县小吃的品牌优势发挥出来,这就说明沙县小吃的品牌战略还 有一定的不足,还没有完全发挥其品牌的价值。 如何让沙县小吃更好地实施品牌战略,有效的进行品牌管理,让沙县小吃在激烈的 市场竞争中取得胜利,帮助其提升品牌知名度,是一个极具有重要理论和现实意义的课 题。本文将通过运用 SWOT 分析、五力模型、实地调研等方法模型针对沙县小吃的品 牌战略进行研究,寻找其品牌实施战略中的优势与劣势,针对其不足提出相应的解决方 案。为沙县小吃更好的利用自身优势,抓住大环境下带给企业的机遇,提升自身的品牌 第 1 页 共 28 页

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