中国井矿盐
中國井礦鹽
중국정광염
CHINA WELL AND ROCK SALT
2012年
1期
40-43
,共4页
盐业%营销%品牌战略%品牌结构
鹽業%營銷%品牌戰略%品牌結構
염업%영소%품패전략%품패결구
salt industry%marketing%brand strategy%brand structure
制盐企业在消费品市场的营销处于起步阶段,存在品牌资产偏弱,产品线混乱,以及公司品牌与产品品牌无法互相支撑的问题。本文以久大盐业为案例,探讨了以食用盐为旗舰产品,进化其品牌战略;围绕＂盐＂主题建设日化用品品牌,整理产品结构;以及公司品牌和产品品牌之间的结构关系。
製鹽企業在消費品市場的營銷處于起步階段,存在品牌資產偏弱,產品線混亂,以及公司品牌與產品品牌無法互相支撐的問題。本文以久大鹽業為案例,探討瞭以食用鹽為旂艦產品,進化其品牌戰略;圍繞＂鹽＂主題建設日化用品品牌,整理產品結構;以及公司品牌和產品品牌之間的結構關繫。
제염기업재소비품시장적영소처우기보계단,존재품패자산편약,산품선혼란,이급공사품패여산품품패무법호상지탱적문제。본문이구대염업위안례,탐토료이식용염위기함산품,진화기품패전략;위요＂염＂주제건설일화용품품패,정리산품결구;이급공사품패화산품품패지간적결구관계。
The marketing in consumer markets of salt manufacturers is at the initial stage.The brand equity of salt corporation is weak,product lines are orderless,and the corporate brand and product brand cannot support each other.This paper analyses the case of 9D Salt Corporation,which proposes that edible salt should be developed as a flag-ship product and the brand blueprint be evolved.Cosmetic product brand by taking salt as the center should be constructed,the product structure and the structure relation between corporation brand and product brand be rearranged.
