现代蛋品企业品牌定位模型探讨——以正大蛋品为例

Discussion on the Brand Positioning Model of Modern Egg Enterprises Case Study of Chia Tai Eggs

从全产业链的视角出发,阐述了现代蛋品企业的内涵,在总结现有品牌定位相关理论研究成果的基础上,结合现代蛋品企业目前的品牌定位和面临的挑战,提出了现代蛋品企业的品牌定位模型,并借助该模型探讨了现代蛋品企业未来的品牌定位策略,即调整营销战略,树立长期品牌定位计划;细分消费者心智,满足消费者更高层次的需要;建立动态的竞争参考集合,合理扩大竞争性共同点;结合全产业链和体验营销扩大传播力度,增强品牌联想;升华品牌精粹,规范员工行为,指引企业发展方向。

This article elaborates the meaning of the modern egg enterprises from the perspective of the whole industrial chain.Based on the existing theories of brand positioning at home and abroad and combined with the current modern egg enterprises ＇ brand positioning and challenges,we come up with the modern egg enterprises ＇ brand positioning model,and then with it discuss the brand positioning strategies of the modern egg enterprises in future,that is,adjusting the marketing strategies and establishing a long-term brand positioning program;subdividing the minds of consumers and satisfying a higher level of consumers ＇ needs;establishing a dynamic competition reference set and expanding the common points of competition in a reasonable way;expanding communication and enhancing brand association with the help of combining the whole industry chain and experience marketing;deepening the brand essence,regulating employees ＇ behavior and guiding the direction of enterprises ＇ development.