Analysis of perception of brand in the market in order to increase competitiveness of food enterprise
Jazyk: | ruština |
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Rok vydání: | 2020 |
Předmět: |
маÑкеÑÐ¸Ð½Ð³Ð¾Ð²Ð°Ñ Ð¼Ð¸ÐºÑоÑÑеда
repositioning воÑпÑиÑÑие бÑенда анализ воÑпÑиÑÑÐ¸Ñ public food market marketing macro-environment конкÑÑенÑоÑпоÑобноÑÑÑ brand image ÑÑнок обÑеÑÑвенного пиÑÐ°Ð½Ð¸Ñ positioning brand card marketing обÑаз бÑенда каÑÑа бÑенда позиÑиониоование ÑепозиÑиониÑование маÑкеÑÐ¸Ð½Ð³Ð¾Ð²Ð°Ñ Ð¼Ð°ÐºÑоÑÑеда micro-rocked monoprozen коммÑникаÑÐ¸Ð²Ð½Ð°Ñ Ð¿Ð¾Ð»Ð¸Ñика perception analysis |
DOI: | 10.18720/spbpu/3/2020/vr/vr20-3367 |
Popis: | Тема вÑпÑÑкной квалиÑикаÑионной ÑабоÑÑ: «Ðнализ воÑпÑиÑÑÐ¸Ñ Ð±Ñенда на ÑÑнке Ñ ÑелÑÑ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ ÐºÐ¾Ð½ÐºÑÑенÑоÑпоÑобноÑÑи пÑедпÑиÑÑÐ¸Ñ Ð¾Ð±ÑеÑÑвенного пиÑаниÑ». ÐÑпÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑикаÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑабоÑа поÑвÑÑена Ð°Ð½Ð°Ð»Ð¸Ð·Ñ Ð²Ð¾ÑпÑиÑÑÐ¸Ñ Ð±Ñенда на ÑÑнке обÑеÑÑвенного пиÑÐ°Ð½Ð¸Ñ Ð¸ ÑазÑабоÑке меÑопÑиÑÑий по ÑовеÑÑенÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ Ð²Ð¾ÑпÑиÑÑиÑ. ÐÐ»Ñ Ñого, ÑÑÐ¾Ð±Ñ Ð¿ÑоделаÑÑ Ð´Ð°Ð½Ð½ÑÑ ÑабоÑÑ, Ð½ÐµÐ¾Ð±Ñ Ð¾Ð´Ð¸Ð¼Ð¾ вÑполниÑÑ ÑÑд задаÑ: 1. ÐзÑÑение пÑоблемаÑики воÑпÑиÑÑÐ¸Ñ Ð±Ñендов обÑеÑÑвенного пиÑÐ°Ð½Ð¸Ñ Ð¸ Ð¸Ñ ÑÑавниÑелÑнÑй анализ; 2. анализ ÑÑÑеÑÑвÑÑÑего обÑаза бÑенда в Ð³Ð»Ð°Ð·Ð°Ñ Ð¿Ð¾ÑÑебиÑелей; 3. пÑедложение ÑекомендаÑий по ÑепозиÑиониÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð±Ñенда, а Ñакже Ð´Ð»Ñ ÑазвиÑÐ¸Ñ ÐºÐ¾Ð¼Ð¼ÑникаÑивной полиÑики внÑÑÑи бÑенда; 4. оÑенка ÑÑÑекÑивноÑÑи пÑоводимÑÑ Ð¼ÐµÑопÑиÑÑий по ÑепозиÑиониÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð±Ñенда и ÑазвиÑÐ¸Ñ ÐºÐ¾Ð¼Ð¼ÑникаÑии внÑÑÑи компании. Ð Ñ Ð¾Ð´Ðµ ÑабоÑÑ Ð±Ñл пÑоведен ÑÑд анализов Ñакие как: PEST â анализ, SWOT â анализ, анализ пÑÑи Ñил Ðайкла ÐоÑÑеÑа, показÑваÑÑÐ¸Ñ ÐºÐ°ÐºÐ¾Ðµ меÑÑо бÑенд Ð·Ð°Ð½Ð¸Ð¼Ð°ÐµÑ Ð½Ð° ÑекÑÑем ÑÑнке. Ð ÑезÑлÑÑаÑе бÑл пÑоведен анализ ÑекÑÑÐ¸Ñ Ð¿Ñоблем, коÑоÑÑе меÑаÑÑ Ð¿ÑавилÑÐ½Ð¾Ð¼Ñ Ð¿Ð¾Ð·Ð¸ÑиониÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð±Ñенда на ÑÑнке, Ð´Ð°Ð½Ñ ÑекомендаÑии по ÑепозиÑиониÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð±Ñенда, пÑедÑÑавлено новое УТРи пÑоанализиÑована оÑенка ÑÑÑекÑивноÑÑи даннÑÑ Ð¼ÐµÑопÑиÑÑий. Theme of the final qualification work: âAnalysis of brand perception in the market with the aim of increasing the competitiveness of catering enterprisesâ. Graduation work is devoted to the analysis of brand perception in the catering market and the development of measures to improve perception. In order to do this work, it is necessary to perform a number of tasks: 1. The study of the problems of perception of catering brands and their comparative analysis; 2. analysis of the existing brand image in the eyes of consumers; 3. offering recommendations for repositioning the brand, as well as for developing a communication policy within the brand; 4. Evaluation of the effectiveness of ongoing repositioning of the brand and the development of communication within the company. In the course of the work, a number of analyzes were carried out such as: PEST - analysis, SWOT - analysis, analysis of the five forces of Michael Porter, showing what place the brand occupies in the current market. As a result, an analysis was made of current problems that impede the proper positioning of the brand on the market, recommendations are made for repositioning the brand, a new UTP is presented, and an assessment of the effectiveness of these measures is analyzed. |
Databáze: | OpenAIRE |
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