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PAGE PAGE 1 浅析亚华乳业南山奶粉的品牌经营 作者姓名：杨雅娟 专业班级：2003080201 指导老师：肖建春 摘 要 在激烈的市场竞争中，奶粉产品日益同质化，品牌经营成为行业内各企业谋求发展的重要手段，而促销是奶粉生产企业在市场活动中使用最频繁的手段，但是如何使促销与品牌经营形成一个良性互动关系呢？国内奶粉业在这方面存在着许多困惑和问题。本文主要论述了亚华乳业南山奶粉的品牌经营活动及品牌打造过程，把南山品牌的经营策略与同行业优势品牌的经验策略进行对比分析，肯定了南山品牌经营的成功经验，也找到了南山品牌经营存在的不足和潜在的问题，从而提出了建立促销与品牌的良性互动关系的具体思路和建议。 关键词：南山奶粉；品牌经营；市场营销  Brand Management of Nan Shan Milk Powder of YaHua Dairy Abstract: The milk powder homogenization day by day in the market which is intensely compete. So, seeking the brand manage becomes a general trend. But promotion is the most frequent method in the marketing of milk powder enterprise. But how we make the promotion and the brand management to a beneficial cycle is still has many puzzles and problems in this aspect for the domestic milk powder enterprise. This article mainly elaborated the brand management and the brand making process of Nan Shan Milk Powder of YaHua Dairy. It carried on the contrast analysis between the brand management strategy of Nan Shan and the experience strategy of superiority brand for the same profession, Affirmed of the success experiences of Nan Shan brand management, and also found the insufficiency places and some questions of Nan Shan brand management. At last, it proposed some concrete mentality and the suggestions about establishment benign interaction relates between promotion and brand. Key words: Nan Shan Milk Powder; Brand Management; Marketing 目 录 TOC \o 1-3 \h \z 第1章 前言 1 1.1 论文选题背景和意义 1 1.2 国内外研究现状及研究存在的不足 1 1.3 论文研究的主要内容 2 第2章 中国奶粉行业概述 3 2.1 奶粉行业现状 3 2.2行业前景分析 4 第3章 品牌概述 5 3.1 品牌及品牌经营 5 3.1.1 品牌及品牌经营的定义 5 3.1.2 品牌在奶粉行业的特定涵义 5 3.2 南山品牌的发展历程 6 第4章 南山奶粉的品牌经营分析 7 4.1 南山奶粉的品牌经营现状 7 4.1.1 品牌的定位 7 4.1.2 品牌的诉求点 8 4.1.3 品牌的视觉表现 8 4.1.4 品牌的传播 9 4.2 南山奶粉的品牌竞争策略 10 4.2.1 品牌差异化策略 10 4.2.2 品牌提升策略 11 4.2.3 副品牌的打造 12 4.3 品牌经营中的成功与不足 13 4.3.1 成功之处 13 4.3.2 存在的不足 14 第5章 改善现状的新营销策略 16 5.1 文化营销 16 5.2 品牌与促销互动 16 5.3 赞助活动强化品牌形象