論文編號:GS398  論文字?jǐn)?shù):9524,頁數(shù):16

淺談今麥郎品牌戰(zhàn)略
 摘要：隨著中國快速消費品市場的快速增長，我國現(xiàn)已成為世界方便面產(chǎn)銷第一大國，方便面市場連續(xù)多年，都表現(xiàn)出良好的增長態(tài)勢�！翱祹煾怠薄敖y(tǒng)一”牢牢占據(jù)著城市市場，“華龍”也穩(wěn)居農(nóng)村市場的老大，然而“康師傅”、“統(tǒng)一”等大品牌，大有大舉滲透農(nóng)村市場的傾向。前有大鱷，后有豺狼，巨大的危機感迎面襲來，讓華龍感到由衷地不安。如何鞏固華龍在方便面市場前幾名的地位？如何甩開競爭對手，拉近與品牌大鱷的距離？華龍到了二次創(chuàng)業(yè)的關(guān)頭，急需完成戰(zhàn)略轉(zhuǎn)型和品牌升級。
 關(guān)鍵詞： 競爭對手； 二次創(chuàng)業(yè)； 戰(zhàn)略轉(zhuǎn)型;  品牌升級
Brand Strategy of Jinmailang
 Abstract: With the rapid growth of fast moving consumer goods market, China has become a world superpower production and marketing of instant noodles, instant noodle market for many years, have shown good growth. "Master Kong" and "unification" firmly occupied the urban market, "Hua" is also retaining its position as boss of rural markets, but the "Master Kong" and "reunification" and other big brands, a great tendency to aggressively penetrate the rural market. Predators before and after a wolf, a huge sense of crisis head-on hit, so Hualong am sincerely disturbed. Hualong in the instant noodle market to consolidate the status of the top few? How to throw off rivals, the distance between them and the brand predators? Hualong to the second pioneering moment, the urgent need to complete the strategic transformation and upgrade the brand.
 Key words: competitors; second venture; strategic transformation; brand upgrade
 
目錄
摘要 1
Abstract 1
一、今麥郎概況 3
二、方便面行業(yè)的市場環(huán)境分析 4
（一）方便面行業(yè)發(fā)展現(xiàn)狀 4
1、市場集中度高，競爭格局已經(jīng)形成 5
2、市場趨于飽和，發(fā)展空間有限。 5
3、產(chǎn)品向上走，渠道向下移 5
4、提升產(chǎn)品力與品牌升級是未來行業(yè)走向 6
5、整合營銷將成為下一輪方便面市場競爭的主要武器 6
6、市場細(xì)分與產(chǎn)品細(xì)分越來越明顯 6
7、油炸面仍將是主流 7
（二） 方便面行業(yè)未來之路 7
1、技術(shù)和產(chǎn)品創(chuàng)新仍然是主題和核心 7
2、人才是企業(yè)的重要資本 8
3、利潤和銷量、做大和做強的選擇：做強勢有利潤的企業(yè) 8
（三）康師傅介紹 9
（四）統(tǒng)一介紹 9
三、今麥郎的品牌戰(zhàn)略 10
（一）今麥郎的由來 10
（二）今麥郎的定位 11
（三）今麥郎的包裝和宣傳 12
（四）今麥郎的多元化發(fā)展 14
1、今麥郎餐飲 14
2、今麥郎飲品 15
四、結(jié)語 15
參考文獻(xiàn) ： 16