口碑营销在乳制品企业品牌战略中的作用  

The Role of Word-of-Mouth Marketing in the Brand Strategy of Dairy Enterprises

作　　者：张娅[1] 韦佳[2] ZHANG Ya;WEI Jia(Guangdong Vocational Institute of Sports,Guangzhou 510663;Guizhou Minzu University,Guiyang 550025)

机构地区：[1]广东体育职业技术学院,广州510663 [2]贵州民族大学,贵阳550025

出　　处：《食品工业》2023年第10期161-164,共4页The Food Industry

基　　金：广东省教育厅青年项目课题(3002019009)。

摘　　要：由于受到消费者消费水平和收入的影响,乳制品企业品牌价值有所下降,为提高乳制品企业品牌的市场份额,研究体育明星代言在乳制品企业品牌战略中的作用。分析乳制品企业在2014—2019年的品牌状况,发现乳制品企业存在品牌正处于衰退期、乳制品企业品牌营销力度不足、组织架构有待优化及人力资源管理能力有待提高等问题。为有效解决这一问题,将体育明星代言应用于乳制品企业品牌战略中,以期发挥体育明星代言在乳制品企业品牌战略中的培育品牌文化、改善品牌营销手段、加强战略管理委员会与财务审计委员会的建设及创新品牌建设方式等方面的作用,从而提高乳制品企业品牌的市场份额。Due to the influence of consumer consumption level and income,the brand value of dairy enterprises has declined.In order to improve the market share of dairy enterprises,the role of sports star endorsement in the brand strategy of dairy enterprises is studied.By analyzing the brand situation of dairy enterprises from 2014 to 2019,it is found that dairy enterprises have some problems,for example,brand is in decline,brand marketing is insufficient,the organizational structure needs to be optimized,and human resource management ability needs to be improved.In order to effectively solve those problems,sports star endorsement is applied to the brand strategy of dairy enterprises,in order to play the role of sports star endorsement in cultivating brand culture,improving brand marketing means,strengthening the construction of strategic management committee and financial audit committee,and innovating brand construction methods,so as to improve the quality of dairy enterprises market share of industrial brands.

关 键 词：体育明星代言 乳制品企业 品牌战略 市场份额 

分 类 号：F426.82[经济管理—产业经济] F274F273.2F272