久大盐业在消费品市场的品牌构建战略研究初探  

The Strategy of Building Strong Brand in Consumer Market for 9D Salt Corporation

作　　者：许娟娟[1] 朱辉煌[2] 

机构地区：[1]河海大学商学院,江苏南京211100 [2]中山大学管理学院,广东广州510275

出　　处：《中国井矿盐》2012年第1期40-43,共4页China Well and Rock Salt

摘　　要：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。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.

关 键 词：盐业 营销 品牌战略 品牌结构 

分 类 号：TS3[轻工技术与工程]