良品铺子品牌定位策略研究.pdf

Research on Brand Positioning Strategy of BESTORE Abstract The market scale of leisure food in our country is expanding constantly, which has huge market potential and faces new challenges at the same time. With the increasing concentration of major leisure food brand industries, the market competition is more intense. Brand positioning has become the key to improve the core competitiveness of enterprises. In this paper, one of the representatives of leisure food BESTORE as an example of in-depth brand positioning strategy research. First of all, it summarizes the development of BESTORE and brands, then analyzes the development status of leisure snack industry and the same type of brands. Finally, based on the diamond map positioning theory, it systematically analyzes the brand positioning strategy of BESTORE and finds out the existing problems in the brand positioning strategy of BESTORE In view of these problems, this paper puts forward some suggestions to improve brand recognition by sticking to quality and taste, increase R D efforts, enhance core competitiveness, optimize pricing strategies, enhance service experience, accelerate the promotion of omni-channel layout, and expand regional coverage, so as to provide reference and Enlightenment for BESTORE and leisure food industry. Key words: Leisure food industry; BESTORE; brand position; Diamond positioning. II 目 录 内 容 摘 要 I AbstractII 一、绪 论 1 (一) 研究背景及意义 1 (二) 国内外研究综述1 1. 国外研究综述1 2. 国内研究综述2 (三) 研究目标与内容 3 1. 研究目标 3 2. 研究内容 3 (四) 研究方法 3 1. 文献分析法 3