中国中小型食品企业的品牌策略研究

“品牌”如今已被认为是增加商业价值的重要手段之一。然而,时下国内的中小型食品企业似乎尚未在品牌管理和策略方面给予足够的重视。近年来,品牌的科学衡量和管理激发了不少市场研究者的兴趣。前人的研究大多是把品牌管理和策略作为一个整体或者强调不同品牌的价值及其特点;在此基础上,笔者通过对收集数据的分析,为中小型食品企业提出了一个假设的品牌模型(“六星”模型),希望该模型能够给予目标企业相应的指导并对该领域未来的研究做些铺垫。

Brand Study on Middle-and-small Food Businesses of China

Brands today are generally considered as a key asset for creating value for business.Any "enterprise",in a wider sense of it,either profit,non-profit,small,medium-sized or large,even a country can develop a brand image.However,it seems the Chinese SMEs of food industry do not pay enough emphasis on their branding management and strategy until present.The measurement and management of brand has become a major issue for marketers and marketing researchers over the last several years.Whereas previous studies are either emphasis brand management and strategy as a whole or focus on the value and characteristics of different brands.In this study,based on detailed interviews feedback and gathered information,we then outline specific strategies an raise a hypothesis model named Six-Star Model to act as a guideline for Chinese SMEs(food industry)to create their own brand image.We hope this field of study will be highlighted in the future research.