文档介绍：基于4R理论企业品牌形象塑造分析
——以蒙牛企业为例
【摘要】本文首先对品牌在现代世界经济体系中发挥突出作用、成功世界大企业对品牌认识和中国民族企业对品牌关键性认可度和中国大、中、小企业在塑造品牌上存在问题进行叙述。其次对品牌内涵、关键性进行叙述，并对企业为何重视品牌形象、怎样进行品牌形象塑造、品牌塑造关键要素及管理价值法则进行了总结。然后关键经过对蒙牛品牌打造现实状况、经营渠道推广、品牌内涵竞争力等三个方面分析，指出了蒙牛集团品牌形象塑造制约原因和存在相关问题。最终针对这些存在问题和制约原因，经过4R理论分析，理论联络实际，结合蒙牛企业经营理念、管理目标和企业文化打造，分析蒙牛集团现阶段在企业管理中成功之处和未来在打造民族企业、塑造民族品牌时对应管理策略调整和品牌战略关键利用。
【关键词】蒙牛品牌 品牌形象塑造 4R管理理念
[Abstract] this article first brand in the modern world economic system plays the prominent role, the success of world big enterprises brand awareness and national enterprises on the importance of brand recognition, and domestic large, small enterprises in shaping the brand on problems. Secondly, the brand connotation, importance of, and why enterprises focus on brand image, how to mold the brand image, brand shaping the key elements and management of law of value undertook summing up. And then focuses on the MENGNIU brand status, sales channels, brand connotation to promote competitiveness of three aspects of the analysis, pointed out the MENGNIU Group in shaping the brand image of restricted factors and related problems. Finally, aiming at the existing problems and constraints, 4R through theoretical analysis, linking theory with practice, combined with corporate business philosophy, management objectives and corporate culture building, analysis of MENGNIU Group at this stage in the management of the enterprise’s success and the future in the building of the national enterprises, the creation of national brands when the corresponding management strategies and adjustment brand strategy to focus on the use of.
[Key words] Mengzi brand brand image 4R management concept
目录
一、绪论 4
（一）研究背景 4
（二）研究意义 4
二、品牌及品牌形象塑造概述 4
（一）品牌内涵及作用 4
1、品牌内涵 4
2、品牌作用 5
（二）塑造品牌形象原因 5
1、社会市场需求改变 5
2、市场环境改变 5
3、企业本身挑战 6
（三）企业品牌形象塑造要素 6
1、品牌形象塑造要素 6
2、品牌形象管理价值法则 7
三、蒙牛集团品牌形象分析 8
（一）蒙牛品牌形象创新存在问题 8
（二）处理蒙牛集团现存问题方法及方法 9
四、4R在蒙牛集团品牌塑造中应用 10
（一）4R理论内涵及四要素 10
1、4R理论内涵