新疆乳业品牌竞争力提升研究  

Research on Enhancing the Brand Competitiveness of Xinjiang Dairy Industry

作　　者：王惠[1] 杨志[1] 薛晓波[1] 阿玛古丽·朱马汉 冯东河 WANG Hui;YANG Zhi;XUE Xiaobo;AMAGULI·Zhumahan;FENG Donghe(Institute of Animal Husbandry Economy and Information,Xinjiang Academy of Animal Science,Urumqi Xinjiang 830011;Xinjiang Academy of Animal Science,Urumqi Xinjiang 830011)

机构地区：[1]新疆畜牧科学院畜牧业经济与信息研究所,新疆乌鲁木齐830011 [2]新疆畜牧科学院,新疆乌鲁木齐830011

出　　处：《中国乳业》2023年第6期7-12,共6页China Dairy

基　　金：新疆维吾尔自治区重大科技专项(2020A01001-4-3-2)。

摘　　要：本文通过对新疆乳业品牌发展和竞争力情况的调研,从品牌意识、品牌规模、品牌定位、品牌传播方式等分析新疆乳业品牌发展存在的问题,提出规划自治区奶产业集群、合理布局乳品企业、组织实施品牌整合战略、明确品牌定位、整合传播策略、制定人力资源管理策略等提升新疆乳业品牌竞争力的对策建议。This paper analyzed the problems in the development of Xinjiang dairy brands through research on their development and competitiveness,including brand awareness,brand scale,brand positioning,and brand communication methods.It proposed to plan the dairy industry cluster in the autonomous region,reasonably lay out dairy processing enterprises,organize and implement brand integration strategies,clarify brand positioning,integrate communication strategies,develop strategies for human resource management and other strategies to enhance the brand competitive power of Xinjiang dairy enterprises.

关 键 词：新疆 乳业品牌 竞争力 

分 类 号：F426.82[经济管理—产业经济] F271