摘 要随着我国市场经济的不断发展和世界经济全球化进程的持续加速，我国食用油行业愈发激烈的市场竞争更多的表现为品牌的竞争。在这个充满机遇与挑战的市场中，如何顺应行业发展的切实要求，通过建立强势品牌来保持在日益激烈的市场竞争中的优势，以此来获得更高的市场份额和更大的品牌影响力，是目前很多企业所面临的现实问题。本文以鲁花集团品牌食用油为例，在系统性的研究了目前国内外品牌建设相关理论的基础上，综合运用文献分析法、对比分析法、定量分析法和实地调研法对鲁花集团食用油的品牌建设路径进行了探究。借助对鲁花食用油品牌建设提出的构想和尝试，力求在品牌建设的研究道路上有所突破，并希望本文的研究能为食用油生产企业的品牌建设提供一定的参考和借鉴作用。关键词:食用油；品牌；建设路径 AbstractWith the continuous development of China's market economy and the continuous acceleration of the process of world economic globalization, the increasingly fierce market competition in China's edible oil industry is more manifested in brand competition. In this market full of opportunities and challenges, how to comply with the practical requirements of the industry development, through the establishment of a strong brand to maintain the advantage in the increasingly fierce market competition, in order to obtain a higher market share and greater brand influence, is a practical problem faced by many enterprises. Taking thebrand edible oil of luhua group as an example, this paper systematically studied the relevant theories of brand construction at home and abroad, and comprehensively explored the brand construction path of edible oil of luhua group by means of literature analysis, comparative analysis, quantitative analysis and field investigation. With the help of the conception and attempt of luhua edible oil brand construction, the author tries to make a breakthrough in the research of brand construction, and hopes that the study of t...
