快速消费品品牌差异化战略研究

首都经济贸易大学硕士学位论文快速消费品品牌差异化战略研究——以德青源品牌为例姓名：王健申请学位级别：硕士专业：工商管理指导教师：汪秀英201003012——MBA07509201033611.11.1.12008FMCG2001400201080015%-FMCG90200876%53%20%-50%42%1%-10%-FMCG4500200818%2030%200920.412.910550.8%70%—FMCG2008102312.64——540•2005LynnB.Upshaw.BuildingBrandIdentity—AStrategyforSuccessinaHostileMarketplace.ChineseLanguageEditionPublishedbyTsinghuaUniversityPress.1999•E•2005711MichaelPerry7203202050PhilipKotler552019997202002920059•2005122.22.2.12090LV……2.2.2•BuildingStrongBrands(1998)2000Brandleadership:BuildingAssetsInTheInformationSociety1Kapfferer2.1DavidA.Aaker,“BulidingStrongBrands”,TheFreePress,1996,P68Jean-NoelKapfferer,“StrategicBrandManagement”,2ndednNewYork:FreePress1997132.1IBMIBMIBMIBM2.3112.2IBM11MerketingManagementandStrategyPeterDoyle,2006,P165CulturePersonalitySelf-imagePhysicalReflectionRelationshipBrandcoreBrandstyleBrandthemes14PhysicalPersonalityCultureRelationshipReflectionSelf-image2.3122.32346-122.41312Jean-NoelKapfferer,StrategicBrandManagement,TheFreePress1992P43132007.4,P54152.4•2.1142.1••••••—142004P6916•••••••/••••••——•——2.32.3.1USP2050RosserReeves1961——USPUSPUniqueSellingProposition——USP17USP123152.3.22060DavidOgilvyBrandImage12342.3.3207019721981POSITIONING:TheBattleforYourMind1996NEW15•——USPM1999.18POSITIONINGUSP2050USP60202.3.41993EIMCIntegratedMarketingCommunicationsE1616•E•200551933.13.1.1FastMovingConsumerGoodsFMCGDurableConsumerGoods171234517M2006.9.203.1.21233.1.3120082126200718.6%20081-820%18719802118•20092009P16021220091-510560.68331015151090%9.452223%1040%19200783%200645%200715%3.1203.120071034003.22119•RichardVaughn3.22323MerketingManagementandStrategyPeterDoyle,2006,P249243.2RichardVaughn210%20086156212008174.433.3243.32009242008615—6212552%TOP53WeinbergGottwald1982WeunJonesBeatty2003DesmetRenaudin1998254DickBasu•25PierreDesmet,Vale’rieRenaudin.EstimationofProductcategory,salesresponsivenesstoallocatedshelfspace.JournalofMarketing.1998(15).P443-P45726Jones3.4263.4Jones26Jones,MichaelAndrew.Satisfactionandrepurchaseintentionsintheserviceindustry:ThemoderatinginfluenceofswitchingbarriersD.TheUniversityofAlabama,1998273.33.3.11——206019688870193.3.21——19951995-20022002120022820021.820091203.3.31strategos50018921890100199919872E29C100HELLO-C20085—C100C1001200812C—HELLO-CCHELLO-CC100C5HELLO-C…….CHELLO-CHELLO-CC3.5C3.6Hello-C3.5C3.6HELLO-C3044.11221539227821663120018%314.21254.14.14.2.14.2.2••••••••••326-124.24.214.12727200518~19334.1234200115282001MOTOROLAMOTOMOTO……83%11%3.5%1.5%1%28200435—4.34.31966319975•515644.22929DavidA.Aaker,“BulidingStrongBrands”,TheFreePress,1996,P144364.2•SincerityzzzzExcitementzzzzCompetenceCNNIBMzzzSophisticationzzRuggednesszz374.2.314.63819632000…………3980•WillamMcGuire61234564073420002720004244525212700200019.63%34.33030——2004414.318-19423AAttention——Awareness——Action——4.7AttentionAwarenessActionAttentionAwarenessAction432A++++3A1A200518.3%3.820052005200420042004802004——12-25202005202005253444555.12000723121003A592%E190%113%41235.2465.2.115.15.12•••••••AE•••••••••••AE••••475.25.2LOGO325-405.35.35.2.2—14823AAttention——Awareness——Action——3AAttention——Awareness——ok5.45.449—Attention——Awareness——Action———5.51-2125.5505.3150516.6.16.2123526.3126.453……20604PProductPricePlacePromotion19904CConsumerCostConvenienceCommunication4P4CPromotionCommunication541•M2005.2•M2006.3•M2004.4••M2002.5••M2002.6•—M2004.7M20058E21M2002.9•E•M2004.10•2009D2009.11J2002.3.12M2005.13M2006.914J2003.9.15J2007.5.16M2007.8.17AC——ACJ2006.1.18J2005.8.19D2006.20D2008.21D552008.22D2009.\23D2009.24D2006.25D2008.26D2009.27VMID2009.28D2008.29D2008.30D2007.31D2009.32D2007.33D2008.34D2008.35D2007.36DavidA.Aaker,“ManagingBrandEquity:CapitalizingontheValueofaBrandName”TheFreePress,1991.37DavidA.Aaker,“BuildingStrongBrands”,theFreePress,1996.38DavidA.Aaker,“BrandPortfolioStrategy:Creatingrelevance,differentiations,energy,leverage,andclarity”,TheFreePress,2004.39Jones,MichaelAndrew.Satisfactionandrepurchaseintentionsintheservice56industry:ThemoderatinginfluenceofswitchingbarriersD.TheUniversityofAlabama,1998.40Jean-NoelKapfferer,“StrategicBrandManagement”,2ndednNewYork:FreePress.41RichardVaughn,HowAdvertisingworksaplanningmodel,JournalofAdvertisingResearch,October1980,P,30.CopyrightbyAdvertisingResearchFoundation42MarketingManagementandStrategyPeterDoyle,2006,43JonesThomas,SasserW.Earl.WhysatisfiedcustomersdefectJ.HarvardBusinessReview,1995(73)44FrederickFReichheld,RobertGMarkeyJr,ChristopherHopton.Theloyaltyeffect-therelationshipbetweenloyaltyandprofitJ.EuropeanBusinessJournal,London:2000,12(3)快速消费品品牌差异化战略研究——以德青源品牌为例作者：王健学位授予单位：首都经济贸易大学本文链接：