泸康酒品牌诊断分析
品牌作为一种无形资产，是一个企业生存与发展的灵魂，品牌建设对一个企业的生存发展至关重要。随着社会经济水平和科技的的发展，同质化的产品越来越多，部分商品的功能价值在逐渐减弱，相反其品牌价值正在逐渐提升，品牌的竞争已经成为企业核心竞争力的关键。本文运用鱼刺模型对泸康品牌进行诊断，找出泸康品牌存在的问题，并根据鱼刺模型中支撑品牌的六要素：质量、服务、文化、管理、形象和广告与公关，从这六个方面为泸康品牌提出品牌价值提升策略。
关键词：白酒市场 品牌诊断 鱼刺模型 品牌价值
Lukang white spirit brand diagnosis analysis
Abstract:Brand ,a kind of intangible assets, is the soul for supporting a company to exist and develop well.Brand building plays an important role in a company development.With the improvement of productivity,homogenized products are so common which contributes to the function of products is gradually weakened.At the same time,brand value is raising steady.Brand competition has been become the core competition in the market.This article uses Fishbone model to diagnose Lukang white spirit and to find the problems blocking the Lukang’s development.What’s more,the article provides Lukang with some useful strategies according to quality,culture,management,image,advertisement and public relations.
Key words:white spirit market fishbone model brand value
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