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分类号编号华北水利水电学院NorthChinaInstituteofWaterConservancyandHydroelectricPower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I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，品牌华北水利水电学院毕业论文IIRegionalbrandmarketingplanJiLiricemillQuanzhoucountyinGuilinAbstract:Quanzhouthathasanareaof4021squarekm,apopulationof77million,asthelargestandmostpopulouscountyinGuilin，andhasacompleteeconomicsystemoffinance、commerceandcultureandsoonisthepearlofGuangxicorridorwhosebusinessisactiveandmarketisProsperous.Inthepastthreeyears,alongwiththedevelopmentofeconomycommodity,thericeprocessingindustryhasalsobeentheprosperouspotential,andthemarketsurveydemonstratedthatQuanzhouhasnumerousriceenterprises,themarketbrandisdisorderly,andthemarketconcentrationdegreeislow.ButasChinese'sstaplefoodthatiscloselylinkedwithpeople'slife,riceactuallydoesnothaveawell-knownbrand,andthericeenterprisealsodeficientleaderinthemarketcondition.Simultaneouslymanyfactory’sbrandideaisweak,thinkthatriceisthemeagerprofitproduct,thecostistoohightooperateasuccessfulbrand,somostofthemwouldratherchoosestogiveup.Asamemberofthericeprocessingindustry,ifenterprisewantstogrowstrongandgoesoutthehomogenizationthecompetitionscene,itmustimplementthebrandplan.Fromenterpriseowndevelopment'sangle,combiningthenationalentirericeprofessionandtheQuanzhouspecialdetails,undergoingthemarketstudyinvestigation,searchingcorrelationdata,aswellasthroughgraspingmarketingrelatedknowledgesystem'sunderstanding,firstlythearticlecarriesonawholemacroscopicmarketingenvironmentanalysistothericeprofessionmarket,carriesonaresearchanalysistothegoalexpensecommunityaswellasthemarketcompetitionmatch,andcarriesontheSWOTanalysistoenterpriseownbrand,andprovestheenterprisetocarryonthebrandmarketingplanthefeasibility,finallyitmakestheconcretebrandmarketingstrategyfortheenterprise,andthequestionwhichpossiblyappearedtotheentirebrandmarketingactivityproposestheconcretecontrolmethod.Keywords:brandstrategy,rice,marketingplanning,brand华北水利水电学院毕业论文目录摘要：......................................................................IAbstract...................................................................II1绪论.....................................................................11.1选题的背景及意义...................................................11.1.1选题的背景....................................................11.1.2选题的意义....................................................11.2吉利米厂介绍.......................................................22大米行业现状与市场宏观环境分析...........................................32.1大米行业当前现状和发展趋势.........................................32.1.1全国大米市场现状分析..........................................32.1.2全国大米市场未来发展趋势分析..................................32.2大米市场宏观环境分析（PEST）.......................................32.2.1政治与法律环境分析（Politics）................................32.2.2经济环境分析（Economy）.......................................42.2.3社会文化环境分析（Society）...................................42.2.4技术环境分析（Technology）....................................43吉利大米厂全州市场现状分析...............................................63.1目标消费群体分析...................................................63.2企业市场竞争状况...................................................73.2.1直接竞争对手..................................................73.2.2潜在竞争对手..................................................73.3企业产品现状分析...................................................84企业全州市场SWOT分析....................................................94.1优势(Strengths)....................................................94.2劣势(Weaknesses)...................................................94.3机会(Opportunities）...............................................94.4威胁(Threats）....................................................105品牌营销战略............................................................115.1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..........................................................115.2.1品牌定位.....................................................115.2.2品牌命名.....................................................115.2.3价格策略.....................................................115.2.4产品包装策略.................................................125.2.5品牌保护.....................................................125.3品牌传播..........................................................135.3.1广告传播.....................................................135.3.2品牌广告语...................................................135.4渠道策略..........................................................145.5品牌终端宣