品牌建设已成为企业生存和发展的生命线,也是企业获得竞争优势和主导地位的必然选择。
中国基本掌握了全球70%左右的羊绒原料资源,宁夏也已发展成为国内乃至国际重要的山羊绒原
料集散地和羊续制品加工基地,但宁夏乃至中国现在尚没有顶级羊绒品牌,品牌缺火成为屮夏羊
绒企业的致命伤,制约了宁夏羊线产业的可持续发展。因此,加强品牌建设成为宁夏羊绒企业的
当务之急。
本文在了解了国内外及宁夏羊绒行业品牌建设现状后,通过对宁夏嘉源续业内外部环境的分
析,列出了企业打造品牌的优劣势,然后运用品牌建设的相关理论知识,探讨了企业品牌建设的
方式和路径,总结分析了其在品牌建设中存在的问题,提出了相应的对策和措施:1.牢固树立品
牌意识,探寻品牌创建新模式;2.细分产品消费市场,实现品牌差异化发展;3.因企制宜调整
战略,增强企业核心竞争力;4.构建品牌维护体系,打造强势品牌新形象。
关键词:嘉源续业,品牌建设,研究
I
Abstract
Brand building has already become the lifeline of enterprise's survival and development, but also
inevitable choices in enterprise's winning competitive advantage and leading role. China mastered
basically about the 70% of the world's cashmere raw material resources, Ningxia has become an
significant cashmere raw material collecting and distributing centre and cashmere products processing
base. But in China, even now in whole China, there is no top-level brand in cashmere brand. Cashmere
brand become Ningxia cashmere enterprise's fatal defects, restricting the sustainable development of
Ningxia cashmere industry. Th^efore, to strengthen the construction of brand become the priority of
Ningxia cashmere enterprise.
Based on the comprehension of present situation of Ningxia cashmere brand construction at home
and aborad’ ttirough the analysis of Ningxia Jiayuan cashmere industry's internal and external
surroundings, this thesis lists the pros and cons of corporate branding, then discusses the mode and path
of the brand construction by utilizing brand building theory knowledge, summarizes and analyses the
existing problems and puts forward the corresponding countermeasures: 1,To establish firmly brand
consciousness and explore the brand in order to creating a new pattern; 2,To subdivide products
consuming market for achieving brand differentiation development; 3,To adjust strategies so as to
enhancing the core competitiveness of the enterprise; 4,To build a brand maintenance system with the
aim of making a new strong brand image.
Key words: Jiayuan cashmere industry, brand building, research
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