【作者】 郭晓莉；

【导师】 周运锦；

【作者基本信息】 赣南师范学院 ， 企业管理， 2011， 硕士

【摘要】 面对日益激烈的市场竞争环境,区域中小企业发展由营销转向品牌化运作。具有自然条件优势和产业优势的某些地区发展品牌化经营已取得良好的效果,而某些国内区域品牌发展势头良好,但是相比国际区域品牌,其品牌资产相去甚远。中国区域中小企业众多,单个企业不具备应对市场竞争的能力,将区域品牌伞化是庇护和提携中小企业的重要策略之一。2005年,赣南脐橙成为国家农业部认可的地理保护标志,藉此赣州市政府提出一系列种植、营销发展计划,明确提出将赣南脐橙建设成可以与“新奇士”想媲美的脐橙品牌。然而,由于经营时间短,对营销和品牌管理的认识不足,资金有限等原因,“赣南脐橙”这一区域品牌仍停留在品牌发展初级阶段。“赣南脐橙”要想取得长足的发展,必须解决其在品牌化之路上存在的问题,提升品牌竞争力,充分发挥区域品牌伞效应。本文以区域品牌、品牌伞理论、战略品牌管理等理论为研究基础,研究区域品牌伞的创建和管理框架,以“赣南脐橙”区域品牌伞为实例,为“赣南脐橙”制定一套区域品牌伞完善和管理策略。笔者首先借鉴区域品牌管理、公司管理方法,提出区域品牌伞形成路径、区域品牌伞创建及区域品牌伞管理模型。其次,分析了“新奇士”脐橙品牌的经营运作模式及“赣南脐橙”品牌伞现状,指出“赣南脐橙”品牌伞存在的问题。再次,针对“赣南脐橙”品牌伞存在的问题,制定品牌伞的创建和管理策略。更多还原

【Abstract】 To confront the increasingly fierce competition environment of the market, EMs of district turn the sight of marketing to branding operation. Some places of natural advantages and industrial advantages make use of branding places have already got superior effects. Many place brands are well developing, however, compare with international place brands, having much less brand equity. In China, there are lots of EMs, anyone of them can’t afford to face competition, therefore, place branding would be an important strategy to protect and improve them.In the year of 2005, Gannan Navel Orange was considered as an Protection of Original and Geographical Designation by the National Agriculture Department of China. Then, government of Ganzhou have made a set of planting and marketing plans of Gannan Navel Orange, and clearly suggest to construct Gannan Navel Orange to be a superior brand as“Sunkist”. However, as a result of short time, lack of knowledge of marketing and brand management, short of money and so on. The place brand“Gannan Navel Orange”is still at the stage of beginning of brand development process. To make long blossom,“Gannan Navel Orange”has to overcome problems in the way of branding, evaluate competition ability and express the place umbrella branding effects.The paper takes the Place Brand, Brand Umbrella and Strategic Brand Management as theory basis, to analysis the building and management of Place Brand Umbrella, take“Gannan Navel Orange”as an example to draw up consummation and management strategies of“Gannan Navel Orange”Umbrella brand. Firstly, on the basis of Place Brand Management, Corporate Brand Management, the author proposes the approaches, construction and management model of Place Brand Umbrella. Secondly, analyzing operation pattern of“Sunkist”and the current situation of“Gannan Navel Orange”Umbrella brand, and pointing out the problems. Thirdly, make the tactic plans of construction and management to deal with the problems in“Gannan Navel Orange”Umbrella branding.更多还原