北京乳业品牌发展建设分析与展望  

Analysis and Prospect of Dairy Brand Building in Beijing

作　　者：成旭冬 刘芳 刁艺帅 Cheng Xudong;Liu Fang;Diao Yishuai(Economics & Management School,Beijing University of Agriculture,Research Base of Beijing New Rural Construction,Beijing 102206)

机构地区：[1]北京农学院经济管理学院/北京新农村建设研究基地

出　　处：《农业展望》2019年第5期45-51,共7页Agricultural Outlook

基　　金：奶牛产业技术体系北京市创新团队项目;北京市属高等学校高层次人才引进与培养计划项目(CIT&TCD2017 0310)

摘　　要：品牌建设对乳业发展具有非常重要的意义。采用文献分析法、实地调查法以及比较分析法等对北京乳业品牌建设开展研究,重点调查了北京乳业的企业品牌、产品品牌以及区域公用品牌建设现状,分析了消费者对北京乳品品牌的认可度和好感度,指出了北京乳业品牌建设中存在的企业规模受限、品牌宣传不足以及公用品牌建设单薄等问题。最后,从提升企业规模化、加强品牌宣传、提升公用品牌建设以及培育消费群体等方面,提出了提升北京乳业品牌建设水平的政策建议。Brand building is of great significance to the development of dairy industry.Using the literature analysis,field investigation and comparative analysis,the authors studied the brand building of Beijing's dairy industry,emphatically investigated the status quo of brand building for the dairy enterprise,product and regional public,and analyzed consumers'recognition and favorable impression for the dairy brands in Beijing,and pointed out the problems of the limited enterprise scale,insufficient brand publicity and weak public brand building.Finally,the policy recommendations for promoting the brand building level of Beijing's dairy industry were proposed from enhancing enterprise scale,strengthening brand publicity,enhancing public brand construction and cultivating consumer groups and so on.

关 键 词：乳业品牌 消费偏好 品牌建设 北京 

分 类 号：F426.82[经济管理—产业经济]