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The Research on Brand Strategy of Biological Dairy for XueDun Company
Author: SunZhenXing
Tutor: LiShaoHui
School: Lanzhou University
Course: Business Administration
Keywords: XueDun dairy brand shaping brand promotion brand management
CLC: F426.82
Type: Master's thesis
Year: 2011
Downloads: 113
Quote: 0
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Abstract
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With the development of economy and unceasing enhancement of people’s living condition, the consumer to have a higher demand to diet nutrition and structure, China dairy industry’s development space and market foreground is very wide. Facing enormous market potential, domestic and international dairy enterprises have been waging fierce market competition through various marketing methods. Lanzhou XueDun’s biological dairy industry limited corporation, as local dairy brand, set a certain brand effect after 10 years development, but obviously its brand image has deficiencies, and competitive is obviously not strong. This paper fully analyzes and studies the brand situation of lanzhou XueDun dairy company, aims to provides a feasible reference for "XueDun" brand development.This paper focuses on the improvement of brand image and competitive, according to "what is":"XueDun" brand image is not outstanding; "Why":give diagnosis analysis to XueDun meal company brand situation and problem; "How to do":integrated branding construction and promotion scientific brand management, as general research. This article altogether states from five most specific parts. The first part, introduces the paper’s research background and significance, thoughts and methods. The second part introduces the basic situation of lanzhou XueDun’s biological dairy company, and the external and internal marketing environment, analyses the brand’s market competition. In the third part, giving a specific diagnosis of lanzhou XueDun meal company’s brand situation and problems. The fourth part, focus on brand shaping, brand promotion, brand maintenance and management these three aspects, proposed to solve the "XueDun" brand of problems. The fifth part proposed security measures of company implement brand strategy. This article, through the analysis of the specific research of lanzhou XueDun dairy company’s brand problem, in order to provide beneficial practice reference for XueDun dairy companies and other regional brands’ construction,promotion, the enhancement of competition ability and the exploration of market rules.
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CLC: > Economic > Industrial economy > China Industrial Economy > Industrial sector economy
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