宣威火腿品牌经营的现状分析及品牌战略研究.doc

摘要:在市场经济快速发展和市场竞争日趋激烈的今天,品牌正变得越来越重要，逐渐成为一个企业占领市场的重要工具。随着人们物质生活的提高，宣威火腿这一老字号品牌也越来越备受亲睐，但宣威火腿在品牌经营方面仍面临着许多的问题，其品牌效益有待于提高。品牌策略是企业竞争取胜的重要手段,企业只有创造具有持久性的优势品牌,打造丰富的宣威火腿文化，合理的利用品牌策略才能使之立于不败之地。而宣威火腿作为食品产业的一部分，与人类的物质生活需要密切相关,因此,在这个品牌相互竞争的时代,宣威火腿企业更应该注重食品安全和品牌策略的研究。从宣威火腿品牌经营的现状分析，通过与政府的相关支持和建立信息支持等策略的研究，充分发挥政府的指导、服务及扶持职能，提高宣威火腿的品牌战略意识，逐渐实现宣威火腿的品牌市场的推广和广告宣传，最终实现其产品销售的目的。

关键词：宣威火腿；品牌经营；现状；品牌战

ABSTRACT:In the rapid development of market economy and the increasingly fierce market competition today, brand is becoming more and more important, has gradually become an important tool for a company to occupy the market. As people the improvement of material life, xuanwei ham is a time-honored brand is becoming more and more widely, but the xuanwei ham is still facing many problems in terms of brand, the brand benefit remains to be improved. Brand strategy is the enterprise important means of competition, enterprises only create a lasting advantage brand, build rich xuanwei ham culture, reasonable use of brand strategy can make is in an impregnable position. The xuanwei ham as part of the food industry, is closely related to human material life needs, therefore, in this era of brand competition, xuanwei ham companies more should pay attention to food safety and brand strategy research. Analysis from the present situation of xuanwei ham brand management, through the establishment of information related to government support and support and strategy research, give full play to the guidance of the government, service and support functions, raise awareness of the brand strategy of xuanwei ham, the progressive realization of xuanwei ham brand market promotion and advertising, and ultimately achieve the purpose of its product sales. 

Keywords: Xuanwei ham；brand management；current situation；The brand strategy

　　　企业品牌是企业竞争力的综合体现，是企业人格化的象征。宣威火腿已具300多年的历史，其品牌知名度和美誉度已成不争的事实，然而，在上世纪九十年代，很多商人被宣威火腿的商业价值所吸引，他们把大量的资金投入到宣威火腿的加工和销售行业，由于市场监管的不力和生产加工技术的落后，使得宣威火腿这一老字号品牌的发展遭受重创，进而导致1995年后宣威火腿整个市场的萧条与被动。宣威火腿要获得更好更快的发展，就必须保持和提高其品牌的知名度，塑造良好的品牌形象，做到以品牌宣传带动产品认知，建立消费者对宣威火腿品牌的认知及忠诚度，提高宣威火腿的品牌知名度和美誉度，从而实现更好的销售。