国产乳制品行业的品牌联想研究——基于品牌概念地图视角

Research on Brand Association of Domestic Dairy Industry:Based on Perspective of Brand Concept Map

国内乳制品行业的品牌中,蒙牛、伊利是年轻一代广泛了解和接触的品牌,三聚氰胺事件发生以后,国内乳制品行业受到重大冲击。探究消费者对于蒙牛、伊利的品牌感知,对于企业的重要程度毋庸置疑。文章通过对72名对象进行两次实验研究,绘制出国内乳制品行业两大品牌"蒙牛"、"伊利"的品牌概念地图,找出了蒙牛、伊利品牌的一级联想、二级联想以及联想词之间的关系与强度。在蒙牛、伊利品牌概念地图的基础上进行子品牌(或子产品)、品牌宣传推广效果、竞争对手、负面事件分析,剖析消费者心目中蒙牛、伊利品牌的特点。最后,通过蒙牛、伊利品牌概念地图的对比分析,总结出两个品牌在子产品、品牌宣传、竞争、负面事件方面的相对优势、劣势,在此基础上,给出蒙牛、伊利品牌今后重点发展方向。

Among domestic brands in the dairy industry,Mengniu and Yili are the brands which are extensively understood and contacted by ayounger generation.The melamine incident made a huge impact on the domestic dairy industry.It is important for enterprises to explore consumersbrand awareness of Mengniu and Yili.In this paper,authors did experimental study on 72 objects twice,and then drawn brand concept map of ＂ Mengniu＂ and ＂ Yili＂.The maps show out relationship and intensity among the primary association,secondary association and association words of ＂ Mengniu＂ and ＂ Yili＂.Besides,subbrands（or sub-products）of Mengniu and Yili,brand promotion effect,competitors,adverse event are analyzed in this paper to investigate the brand features of ＂ Mengniu＂ and ＂ Yili＂ in the mind of consumers.Last but not least,through comparing concept maps of Mengniu and Yili,this paper summarizes their comparative advantages and disadvantages in subbrands,brand promotion,competition and adverse event.On this basis,this paper goves the key development direction of Mengniu and Yili.