I浅析亚华乳业南山奶粉的品牌经营作者姓名：杨雅娟专业班级：2003080201指导老师：肖建春摘要在激烈的市场竞争中，奶粉产品日益同质化，品牌经营成为行业内各企业谋求发展的重要手段，而促销是奶粉生产企业在市场活动中使用最频繁的手段，但是如何使促销与品牌经营形成一个良性互动关系呢？国内奶粉业在这方面存在着许多困惑和问题。本文主要论述了亚华乳业南山奶粉的品牌经营活动及品牌打造过程，把南山品牌的经营策略与同行业优势品牌的经验策略进行对比分析，肯定了南山品牌经营的成功经验，也找到了南山品牌经营存在的不足和潜在的问题，从而提出了建立促销与品牌的良性互动关系的具体思路和建议。关键词：南山奶粉；品牌经营；市场营销IIBrandManagementofNanShanMilkPowderofYaHuaDairyAbstract:Themilkpowderhomogenizationdaybydayinthemarketwhichisintenselycompete.So,seekingthebrandmanagebecomesageneraltrend.Butpromotionisthemostfrequentmethodinthemarketingofmilkpowderenterprise.Buthowwemakethepromotionandthebrandmanagementtoabeneficialcycleisstillhasmanypuzzlesandproblemsinthisaspectforthedomesticmilkpowderenterprise.ThisarticlemainlyelaboratedthebrandmanagementandthebrandmakingprocessofNanShanMilkPowderofYaHuaDairy.ItcarriedonthecontrastanalysisbetweenthebrandmanagementstrategyofNanShanandtheexperiencestrategyofsuperioritybrandforthesameprofession,AffirmedofthesuccessexperiencesofNanShanbrandmanagement,andalsofoundtheinsufficiencyplacesandsomequestionsofNanShanbrandmanagement.Atlast,itproposedsomeconcretementalityandthesuggestionsaboutestablishmentbenigninteractionrelatesbetweenpromotionandbrand.Keywords:NanShanMilkPowder;BrandManagement;MarketingIII目录第1章前言...........................................................................................................11.1论文选题背景和意义......................................................................................11.2国内外研究现状及研究存在的不足...............................................................11.3论文研究的主要内容......................................................................................2第2章中国奶粉行业概述....................................................................................32.1奶粉行业现状..................................................................................................32.2行业前景分析...............................................................