分类号 编 号
华北水利水电学院
North China Institute of Water Conservancy and Hydroelectric Power
毕 业 论 文
题目：桂林全州县吉利米厂区域品牌
营销策划方案
学 院 管理与经济学院 专 业 市场营销 姓 名 ****** 学 号 2007***** 指导教师 崔 **
2011年 5 月 19 日
华北水利水电学院毕业论文
桂林全州县吉利米厂区域品牌
营销策划方案
摘要：全州县土地面积4021平方公里，人口77万，作为桂林市面积最大、人口最多的
县。目前已形成完整的金融、商业、文化等经贸体系，商业活跃、市场繁荣，是湘桂走廊上的明珠。近三年以来，随着商品经济的发展，大米加工业也是欣欣向荣之势，市场调查显示目前全州县也是大米企业众多，市场品牌杂乱，市场集中度低。而大米作为中国人的主要粮食，与人们的生活息息相关，市面上却没有一个知名品牌，大米企业也缺乏领军人物。同时很多厂家品牌观念薄弱，认为大米是微利产品，要操作一个成功品牌，成本太高，大多宁愿选择放弃。作为大米加工企业，要想发展壮大自己，走出同质化的竞争场面，必须实施品牌策划。
本文从企业自身发展的角度出发，结合全国整个大米行业及全州县具体情况，经过市场实地研究调查，查找相关资料，以及通过对市场营销相关知识系统的认识和掌握，首先对大米行业市场进行了一个整体宏观营销环境分析，对目标消费群体以及市场竞争对手进行了研究分析，并对企业自身品牌进行SWOT分析，论证了企业进行品牌营销策划的可行性，最后为企业制定了具体的品牌营销战略，并对整个品牌营销活动可能出现的问题提出具体控制方法。
关键词：品牌战略，大米，营销策划，品牌
I
华北水利水电学院毕业论文
Regional brand marketing plan JiLi rice mill
Quanzhou county in Guilin
Abstract: Quanzhou that has an area of 4021 square km, a population of 77 million, as the
largest and most populous county in Guilin，and has a complete economic system of finance、commerce and culture and so on is the pearl of Guangxi corridor whose business is active and market is Prosperous. In the past three years, along with the development of economy commodity, the rice processing industry has also been the prosperous potential, and the market survey demonstrated that Quanzhou has numerous rice enterprises, the market brand is disorderly, and the market concentration degree is low. But as Chinese's staple food that is closely linked with people's life, rice actually does not have a well-known brand, and the rice enterprise also deficient leader in the market condition. Simultaneously many factory’s brand idea is weak, think that rice is the meager profit product, the cost is too high to operate a successful brand, so most of them would rather chooses to give up. As a member of the rice processing industry, if enterprise wants to grow strong and goes out the homogenization the competition scene, it must implement the brand plan.
From enterprise own development's angle, combining the national entire rice profession and the Quanzhou special details, undergoing the market study investigation, searching correlation data, as well as through grasping marketing related knowledge system's understanding, firstly the article carries on a whole macroscopic marketing environment analysis to the rice profession market, carries on a research analysis to the goal expense community as well as the market competition match, and carries on the SWOT analysis to enterprise own brand, and proves the enterprise to carry on the brand marketing plan the feasibility, finally it makes the concrete brand marketing strategy for the enterprise, and the question which possibly appeared to the entire brand marketing activity proposes the concrete control method.
Keywords: brand strategy, rice, marketing planning, brand
II
华北水利水电学院毕业论文
目 录
摘要： ...................................................................... I Abstract ................................................................... II 1 绪论 ..................................................................... 1
1.1 选题的背景及意义 ................................................... 1
1.1.1 选题的背景 .................................................... 1 1.1.2 选题的意义 .................................................... 1 1.2 吉利米厂介绍 ....................................................... 2 2 大米行业现状与市场宏观环境分析 ........................................... 3
2.1 大米行业当前现状和发展趋势 ......................................... 3
2.1.1 全国大米市场现状分析 .......................................... 3 2.1.2 全国大米市场未来发展趋势分析 .................................. 3 2.2 大米市场宏观环境分析（PEST） ....................................... 3
2.2.1 政治与法律环境分析（Politics） ................................ 3 2.2.2 经济环境分析（Economy） ....................................... 4 2.2.3 社会文化环境分析（Society） ................................... 4 2.2.4 技术环境分析（Technology） .................................... 4
3 吉利大米厂全州市场现状分析 ............................................... 6
3.1 目标消费群体分析 ................................................... 6 3.2 企业市场竞争状况 ................................................... 7
3.2.1 直接竞争对手 .................................................. 7 3.2.2 潜在竞争对手 .................................................. 7 3.3 企业产品现状分析 ................................................... 8 4 企业全州市场SWOT分析 .................................................... 9
4.1 优势(Strengths) .................................................... 9 4.2 劣势(Weaknesses) ................................................... 9 4.3 机会(Opportunities）.. ............................................. 9 4.4 威胁(Threats）.. .................................................. 10 5 品牌营销战略 ............................................................ 11
5.1 品牌营销目标 ...................................................... 11
华北水利水电学院毕业论文
5.2 品牌规划 .......................................................... 11
5.2.1 品牌定位 ..................................................... 11 5.2.2 品牌命名 ..................................................... 11 5.2.3 价格策略 ..................................................... 11 5.2.4 产品包装策略 ................................................. 12 5.2.5 品牌保护 ..................................................... 12 5.3 品牌传播 .......................................................... 13
5.3.1 广告传播 ..................................................... 13 5.3.2 品牌广告语 ................................................... 13 5.4 渠道策略 .......................................................... 14 5.5 品牌终端宣传策略 .................................................. 15 5.6 品牌推广策略 ...................................................... 16 6 营销推广费用预算与风险控制 .............................................. 17
6.1 营销推广费用预算 .................................................. 17
6.1.1 预算费用说明 ................................................. 17 6.1.2 推广整体费用分配比例 ......................................... 17 6.2 营销方案风险控制 .................................................. 17 7 结束语 .................................................................. 19 参考文献 ................................................................... 20 附 录 ..................................................................... 21 附 录1： 调查问卷 ....................................................... 21 附 录2： 英文原文 ....................................................... 24 附 录3： 中文译文 ....................................................... 27