电商环境下饲料企业品牌管理问题及应对机制研究  

Research on brand management problems and copingmechanism of feed enterprises in e-commerce environment

作　　者：吕华[1] LV Hua(Department of Economics and Management,Jiaozuo University,Jiaozuo,Henan Province 454003,China)

机构地区：[1]焦作大学经济管理学院,河南焦作454003

出　　处：《中国饲料》2021年第7期106-109,共4页China Feed

摘　　要：电子商务在多种行业和领域发展中的重要性不断提升,企业如何适应电子商务环境并且充分利用其优势成为了企业管理者高度关注的热点话题。在电商环境下,企业的品牌管理重要性也日渐凸显,不仅关乎着企业的形象、价值,也关乎消费者对产品的粘性和偏好,这些因素将极大影响企业未来的发展。我国饲料企业也不例外,不少企业主动转型,将企业发展战略、产品营销推广与电子商务深度融合,取得了较好的效果。但仍有不少饲料企业对品牌管理重视度不足,产品定位不准确,加上推广的方式存在偏差,影响了饲料企业的发展,也有企业虽加强了品牌管理,但持续度、建设内容仍有不完善之处。因此,本文基于电商环境下饲料企业品牌管理存在的问题开展研究,并针对性地提出解决措施,以期为饲料企业电商转型提供理论参考。With the increasing importance of e-commerce in the development of various industries and fields,how to adapt to the e-commerce environment and make full use of the advantages of e-commerce has become a hot topic of high concern to enterprise managers.In the e-commerce environment,the importance of enterprise brand management has become increasingly prominent,which is not only related to the image and value of the enterprise,but also related to consumers'stickiness and preference for products.These factors will greatly affect the future development of the enterprise.China's feed enterprises are no exception,many enterprises take the initiative to transform,the enterprise development strategy,product marketing and promotion and e-commerce in-depth integration,has achieved good results.But there are still a lot of feed enterprises on the brand management attention is insufficient,product positioning is not accurate,plus the way to promote the deviation,affecting the development of feed enterprises,there are also enterprises to strengthen the brand management,but the sustainability,construction content is still not perfect.Therefore,based on the problems existing in the brand management of feed enterprises in the e-commerce environment,this paper carried out research and put forward targeted solutions,in order to provide theoretical reference for the e-commerce transformation of feed enterprises.

关 键 词：电商 饲料企业 品牌管理 问题 应对 

分 类 号：F27[经济管理—企业管理]