中小食品添加剂企业品牌提升研究
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摘要
随着人民生活水平的提高，人们在饮食上已不满足于食品数量的增加，而是希望食品更加安全卫生、营养保健和方便快捷；食物消费行为将呈个性化、多样化趋势，对优质品牌的消费意识将普遍增强。而食品添加剂是品种最多的为食品配套的工业，涉及食品工业二十多个门类，发挥着重要的作用，所以可以说，没有现代化的食品添加剂，也就没有现代化的食品工业。食品添加剂产业的快速发展推动着食品工业的高速增长。我国加入WTO以后以及市场经济体制的不断完善，激烈的市场竞争和强大的技术变革使越来越多的食品添加剂生产企业意识到品牌的重要性，并将品牌建设提升到企业竞争战略的高度。然而对于绝大多数的中小食品添加剂企业来说，对品牌的管理仍然停留于比较肤浅的阶段，没有根据行业和企业自身的实际情况进行分析。因此，食品添加剂行业发展趋势如何，中小生产企业如何制定适合自身发展的品牌提升战略以实现品牌的增值等都是急需解决的问题。
本文围绕“中小食品添加剂企业如何提升品牌”这一主题，主要通过分析中小食品添加剂企业在管理原有品牌过程中存在的一系列问题，并借鉴国内外中小食品添加剂企业的一些成功的经验，结合当前对于品牌经营、品牌管理的有关理论，联系我国食品添加剂行业发展趋势的基础上，就中小食品添加剂企业如何提升品牌，提出一系列的看法和应对措施。
文章共分为七个部分。第一章为绪论，对论文的研究背景及研究意义做了阐述。第二章介绍了食品添加剂行业品牌管理的现状，包括行业简况和发展趋势分析，旨在为下文的研究提供基础认识。文章的后面部分为本文的核心，第三章对目前我国中小食品添加剂企业品牌管理过程中存在的问题，包括国家政策法规引导方面、企业自身实施情况进行分析。第四章比较介绍分析了国外部分中小食品添加剂企业的发展战略、品牌管理成功经验。在前面论述的基础上，第五章提出了怎样营造中小食品添加剂企业品牌提升的基础环境，包括政府方面的政策支持、如何实现企业内部的技术创新、提高企业的专业化程度和对外
~—一一—一——一亡东工洲口定岩置理矍亚址匕篷位论二二——-一-___
协作能力、企业的制度创新等。第六章则从市场细分、市场定位、品牌传播途
径、品牌使用策略、网络几方面介绍了品牌提升的策略和途径。最后一章讲述
了品牌经营保护、法律保护和反侵权保护。
With the development of people's life, people do not content to the increase of diet amount only ,but expect foods safer and more healthy, more nutritive and healthy care, more convenient and rapidly. The consumption of foods tends to be individuation and diversification, and the aware of high grade brands will generally strengthen. Food additives elaborate great effects on food industry because their involved scores of subjects of food industry, are the most variety qualified of it. So ,We may say that if there is no modernization of food additives, there is no modernization of food industry. The rapid growth of food additive industry will push the development of food industry. Since China enter into WTO, the intense market competition and powerful technical innovation make the brand become more and more important. More and more enterprises which manufacture food additive just promote the brand construction to a strategic level. But to most food additive(FA) enterprises which are in small and medium-sized (
hereinafter referred to SMEs), brand management is taken a superficial way without the analysis of reality condition of food additive vocation and enterprises themselves. So it is urgent to solve the problems what is the developing tendency, and how the SMEs set down the brand value promotion stratagem which agree with the evolution themselves to achieve the brand's appreciation.
The article surrounds the topic of: "how the SMEs of FA promote their brand value", and gives a series of countermeasures about brand value promotion of our country's SMEs based on the analysis of the influence factors which exist in the course of brand management, and at the same time use the successful experience of enterprises national inside and outside for reference, combine with the relevant theories of brand management and the developing tendency of our country's SMEs.
The paper divides into seven section. Chapter 1 Introduction, including the research on intention and background. Chapter 2 presents the present situation of
brand management of SMEs of our country, consists of the analysis of food additive industry condition and developing trend. The following is the key part of the article. Chapter 3 analyzes the original issue including the national policy or the enterprise's system itself during the managing process. Chapter 4 introduces the successful experience on brand value promotion of domestic and international SMEs . Chapter 5 raises creation of environments of brand value promotion of our country's SMEs of FAI ,covers support of the government's principles, inside innovation, enhancing specialization and ability of cooperation, innovations of enterprises system etc.. Chapter 6 recommends the ways of brand value promotion though how the enterprise site itself, how to follow the principle of marking subdivision, the propagating way, the brand strategy and INTERNET. The last chapter tells about the brand's safeguard.
本文围绕“中小食品添加剂企业如何提升品牌”这一主题，主要通过分析中小食品添加剂企业在管理原有品牌过程中存在的一系列问题，并借鉴国内外中小食品添加剂企业的一些成功的经验，结合当前对于品牌经营、品牌管理的有关理论，联系我国食品添加剂行业发展趋势的基础上，就中小食品添加剂企业如何提升品牌，提出一系列的看法和应对措施。
文章共分为七个部分。第一章为绪论，对论文的研究背景及研究意义做了阐述。第二章介绍了食品添加剂行业品牌管理的现状，包括行业简况和发展趋势分析，旨在为下文的研究提供基础认识。文章的后面部分为本文的核心，第三章对目前我国中小食品添加剂企业品牌管理过程中存在的问题，包括国家政策法规引导方面、企业自身实施情况进行分析。第四章比较介绍分析了国外部分中小食品添加剂企业的发展战略、品牌管理成功经验。在前面论述的基础上，第五章提出了怎样营造中小食品添加剂企业品牌提升的基础环境，包括政府方面的政策支持、如何实现企业内部的技术创新、提高企业的专业化程度和对外
~—一一—一——一亡东工洲口定岩置理矍亚址匕篷位论二二——-一-___
协作能力、企业的制度创新等。第六章则从市场细分、市场定位、品牌传播途
径、品牌使用策略、网络几方面介绍了品牌提升的策略和途径。最后一章讲述
了品牌经营保护、法律保护和反侵权保护。
With the development of people's life, people do not content to the increase of diet amount only ,but expect foods safer and more healthy, more nutritive and healthy care, more convenient and rapidly. The consumption of foods tends to be individuation and diversification, and the aware of high grade brands will generally strengthen. Food additives elaborate great effects on food industry because their involved scores of subjects of food industry, are the most variety qualified of it. So ,We may say that if there is no modernization of food additives, there is no modernization of food industry. The rapid growth of food additive industry will push the development of food industry. Since China enter into WTO, the intense market competition and powerful technical innovation make the brand become more and more important. More and more enterprises which manufacture food additive just promote the brand construction to a strategic level. But to most food additive(FA) enterprises which are in small and medium-sized (
hereinafter referred to SMEs), brand management is taken a superficial way without the analysis of reality condition of food additive vocation and enterprises themselves. So it is urgent to solve the problems what is the developing tendency, and how the SMEs set down the brand value promotion stratagem which agree with the evolution themselves to achieve the brand's appreciation.
The article surrounds the topic of: "how the SMEs of FA promote their brand value", and gives a series of countermeasures about brand value promotion of our country's SMEs based on the analysis of the influence factors which exist in the course of brand management, and at the same time use the successful experience of enterprises national inside and outside for reference, combine with the relevant theories of brand management and the developing tendency of our country's SMEs.
The paper divides into seven section. Chapter 1 Introduction, including the research on intention and background. Chapter 2 presents the present situation of
brand management of SMEs of our country, consists of the analysis of food additive industry condition and developing trend. The following is the key part of the article. Chapter 3 analyzes the original issue including the national policy or the enterprise's system itself during the managing process. Chapter 4 introduces the successful experience on brand value promotion of domestic and international SMEs . Chapter 5 raises creation of environments of brand value promotion of our country's SMEs of FAI ,covers support of the government's principles, inside innovation, enhancing specialization and ability of cooperation, innovations of enterprises system etc.. Chapter 6 recommends the ways of brand value promotion though how the enterprise site itself, how to follow the principle of marking subdivision, the propagating way, the brand strategy and INTERNET. The last chapter tells about the brand's safeguard.
引文
[1] 中国中小企业网
[2] [美]菲利普·科特勒．市场营销原理．中国人民大学出版社，1997
[3] 大卫·艾克等．品牌领导．新华出版社，2001
[4] 刘凤军．品牌运营论．经济科学出版社，2001
[5] 何佳讯．战略性经营．复旦大学出版社，2000
[6] 陈放．品牌学．时事出版社，2002
[7] 安德雷斯·布霍尔茨．营造品牌的21种模式．中信出版社，1999
[8] 凌关庭等．食品添加剂手册．轻工业出版社，2002
[9] 中国中小企业网
[10] 何佳讯．品牌形象策划．复旦大学出版社，2000
[11] 邓荣霖．中小企业制度与市场经济．中国人民大学出版社，1999
[12] 苏勇，陈小平．品牌通鉴．上海人民日报出版社，2003
[13] 陈晓红，关键．我国中小企业经营模式及政策扶持．经济理论与经济管理，2001．10：23-24
[14] 王积俭．管理学原理．华南理工大学出版社，1999
[15] 吕国胜．中小企业研究．上海财经大学出版社，2000
[16] 丁德章．中小企业经营管理．经济管理出版社，1998
[17] 蒋伏心．小企业问题：定义、借鉴与对策．江海学刊，1999．6：37-39
[18] 李云毅．品牌资产检视．销售与市场，1999．7：3-6
[19] 季克良．品牌价值与地狱价值．销售与市场，2000．5：20-21
[20] 许建业．家族企业管理模式探析．经济师，2002．12：11-14
[21] 营销传播网
[22] 中国食品报
[23] 贺爱忠．互联网上名牌的创立．经济管理，2000．12：
[24] 我国网民数量跃居全球第二．光明日报，2003．1．23
[25] 林三卓．通路创新：企业竞争的新课题．销售与市场，2001．2
[26] 陈清泰．加快中小企业改革的步伐．中国经济出版社，1998
[27] C·Barrow, The Essence of Small Business, Published by Prentice Hall International(U.K.)Ltd.1993.
[28] Lawrence J·Gitman,Carl Mcdaniel. The World of Business. South-West College, 1995.daniel,The World of Business,Published by South-West College,1995.
[29] Kumar, Nirmlya. The Power of Trust in Management——Retailer Relationship. Havard Bussiness Review, 1996
[30] Kumar, Nirmlya. The Power of Trust in Manafacture-Retailer Relationship. Harvard Business Review, Nov. 1996
[31] Barn, Joe S. Barriers to New Competition. Cambridge:Harvaed University Press
[32] Zeff, Robbin&Bradley Aronson. Advertising on the Internet. John Wiley&Sons,1997
[33] Bert Rosenbloom. Marketing Functions and the Wholesaler. Distribution Research and Education Function, 1987
[34] David A Aker&Alexader L. biel. Brand Equity& Advertising: Advertising's Role in Building Strong Brands. Lawrence Erlbaum Associates, 1995
[2] [美]菲利普·科特勒．市场营销原理．中国人民大学出版社，1997
[3] 大卫·艾克等．品牌领导．新华出版社，2001
[4] 刘凤军．品牌运营论．经济科学出版社，2001
[5] 何佳讯．战略性经营．复旦大学出版社，2000
[6] 陈放．品牌学．时事出版社，2002
[7] 安德雷斯·布霍尔茨．营造品牌的21种模式．中信出版社，1999
[8] 凌关庭等．食品添加剂手册．轻工业出版社，2002
[9] 中国中小企业网
[10] 何佳讯．品牌形象策划．复旦大学出版社，2000
[11] 邓荣霖．中小企业制度与市场经济．中国人民大学出版社，1999
[12] 苏勇，陈小平．品牌通鉴．上海人民日报出版社，2003
[13] 陈晓红，关键．我国中小企业经营模式及政策扶持．经济理论与经济管理，2001．10：23-24
[14] 王积俭．管理学原理．华南理工大学出版社，1999
[15] 吕国胜．中小企业研究．上海财经大学出版社，2000
[16] 丁德章．中小企业经营管理．经济管理出版社，1998
[17] 蒋伏心．小企业问题：定义、借鉴与对策．江海学刊，1999．6：37-39
[18] 李云毅．品牌资产检视．销售与市场，1999．7：3-6
[19] 季克良．品牌价值与地狱价值．销售与市场，2000．5：20-21
[20] 许建业．家族企业管理模式探析．经济师，2002．12：11-14
[21] 营销传播网
[22] 中国食品报
[23] 贺爱忠．互联网上名牌的创立．经济管理，2000．12：
[24] 我国网民数量跃居全球第二．光明日报，2003．1．23
[25] 林三卓．通路创新：企业竞争的新课题．销售与市场，2001．2
[26] 陈清泰．加快中小企业改革的步伐．中国经济出版社，1998
[27] C·Barrow, The Essence of Small Business, Published by Prentice Hall International(U.K.)Ltd.1993.
[28] Lawrence J·Gitman,Carl Mcdaniel. The World of Business. South-West College, 1995.daniel,The World of Business,Published by South-West College,1995.
[29] Kumar, Nirmlya. The Power of Trust in Management——Retailer Relationship. Havard Bussiness Review, 1996
[30] Kumar, Nirmlya. The Power of Trust in Manafacture-Retailer Relationship. Harvard Business Review, Nov. 1996
[31] Barn, Joe S. Barriers to New Competition. Cambridge:Harvaed University Press
[32] Zeff, Robbin&Bradley Aronson. Advertising on the Internet. John Wiley&Sons,1997
[33] Bert Rosenbloom. Marketing Functions and the Wholesaler. Distribution Research and Education Function, 1987
[34] David A Aker&Alexader L. biel. Brand Equity& Advertising: Advertising's Role in Building Strong Brands. Lawrence Erlbaum Associates, 1995