越南中原咖啡品牌维护策略探讨Research on the maintenance strategy of coffee brand in the Central Plains of Vietnam 摘要:（摘要内容经过系统自动伪原创处理以避免复制，下载原文正常，内容请直接查看目录。） 作为来自越南的在华留先生，笔者论文中所指国际均指越南，国外则均指越南以外的国度，也包含中国。论文考核的对象“华夏咖啡”也是越北国内的有名咖啡品牌。作为世界三年夜饮料作物之首，咖啡是世界商业总量最年夜出口农产物之一。越南咖啡栽种家当已有百多年成长汗青，咖啡出口总额占国际农业临盆总值的10%，成为国度重要出口农产物，咖啡家当成长对越北国家经济成长进献伟大。今朝，越南已成为仅次于巴西的世界第二年夜咖啡出口国。越南咖啡出口量已占世界咖啡出口总量的30%，越南语论文，但其出口口额只占世界咖啡出口总额的10%，重要缘由在于90%的越南咖啡是没有品牌的生咖啡豆。现代市场竞争中，市场竞争曾经步入“品牌竞争”阶段，“打造品牌”，实行“品牌计谋”成为公司在国际市场独有鳘头的宝贝。但是，当面对史无前例竞争压力的同时，品牌更须要的是保护与颐养。品牌保护是品牌计谋实行中的一项主要的任务。作为越南第一咖啡品牌，越语论文，华夏咖啡的成长年夜力带动了全部咖啡家当成长。就华夏咖啡品牌保护停止研究有益于华夏咖啡保护国际市场份额、稳步驯服海内市场，对越南咖啡家当可连续成长有严重意义，对越南其他公司创立品牌有所启发。本文保持实际与理论相联合，综合运用了文献研究、数据梳理、案例剖析及SWOT剖析法。本文起首回想品牌及咖啡品牌相干研究文献，在第二章内容提出品牌保护计谋的相干概念和星巴克案例剖析，为实证剖析供给实际基本与经历自创；本文第三章经由过程数据梳理就越南咖啡市场及越南华夏咖啡品牌保护战略停止实证剖析，重要侧重华夏咖啡品牌市场定位、产物计谋、订价计谋、分销渠道、整合营销流传渠道设计等方面停止商量。再经由过程SWOT模子剖析，本文对华夏咖啡品牌保护战略提出SO、WO、ST、WT计谋建议。个中，SO战略，华夏停止细分市场，将市场细分红分歧花费群体，从而充足开辟国际市场、驯服海内市场；WO战略，改良分段价钱的缺乏并采用同一价钱、增强治理分销渠道成员、增强人力资本治理；ST战略，停止产物差别化、多样化品牌流传渠道、采用Showroom营销情势；WT战略，增强企业与咖啡栽种者之间的关系、有用地扩展批发分销渠道。 Abstract: As Vietnamese students studying in China, referring to international that Vietnam is the writer of this thesis, which refers to the foreign country outside Vietnam, including Chinese. "The assessment object is the North China coffee" domestic famous brand of coffee. As the world's three largest beverage crops. Coffee is one of the world's total exports of agricultural products is the biggest business. Vietnamese coffee planting belongings have been a hundred years development history, coffee exports accounted for 10% of the gross international agriculture, become an important national export of agricultural products, coffee possessions grow on the northern countries economic growth into offer great. At present, Vietnam Brazil has become the world's second largest exporter of coffee after. Vietnam coffee exports accounted for 30% of the total exports of coffee in the world, but its exports and exports accounted for only 10% of the world's total coffee exports, an important reason is that 90% Vietnamese coffee is no brand coffee beans. In the modern market competition, market competition has entered a stage of "brand competition", "brand", the implementation of "brand strategy" to become the enterprise in the international market unique Zhongmin, head of the baby. However, when facing the pressure of competition There was no parallel in history. at the same time, the brand more need is protection and maintenance. Brand protection is one of the main tasks in the implementation of brand strategy. As the first brand of Chinese Vietnamese coffee, coffee growing big force to drive all the coffee house to grow. Is China coffee brand protection research is beneficial to the Chinese coffee protect international market share steadily and tame domestic market, to Vietnam coffee possessions can develop continuously is of great significance, some inspiration to other enterprises in Vietnam the creation of the brand. In this paper, the theory and practice of maintaining combined, comprehensive use of a literature research, data review, case analysis and SWOT analysis method. This paper first recall brand and coffee brand coherent literature research. In the second chapter put forward brand protection strategy of the relevant concepts and Starbucks case analysis, empirical analysis provides basic theory and experience for reference; in the third chapter, by combing the data coffee market in Vietnam and Vietnam China coffee brand protection strategy to carry on the empirical analysis important focus Chinese coffee brands market positioning, product strategy, pricing strategy, distribution channels, integrated marketing spread channel design and other aspects to discuss. Then through the process of SWOT model analysis, this paper proposes a SO, WO, ST, WT strategy suggestions on brand protection strategy of Chinese coffee. Medium, so strategy, Huaxia stop market segments, it will cost the group red market segment differences, thus sufficient to open up the international market, tame domestic market; Wo strategy, the improved segmented price the lack and the same price, enhance governance distribution channel members, to enhance the human capital management; ST strategy, product differentiation and diversification brand spread channel, the showroom marketing situation; the relationship between WT strategy, enhance company and coffee planting, effectively extended wholesale distribution channels. 目录: |
