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研究生: 阮陳太平
研究生(外文): Nguyen Tran Thai Binh
論文名稱: A Study on The Process of Establishing a Local Brand - A Case Study of a Fruit Company
論文名稱(外文): A Study on The Process of Establishing a Local Brand - A Case Study of a Fruit Company
指導教授: 黃心維
學位類別: 碩士
校院名稱: 樹德科技大學
系所名稱: 金融與風險管理系碩士班
論文出版年: 2011
畢業學年度: 99
語文別: 英文
論文頁數: 80
中文關鍵詞: Brand-EstablishedFruit MarketingTechnology at Supermarkets
外文關鍵詞: Brand-Established, Fruit Marketing, Technology at Supermarkets
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Grapefruit is a delicious variety of famous Mekong Delta, especially Nam Roi grapefruit in Binh Minh district at Vinh Long province. Nam Roi grapefruit was developed from the clay soil land. According to research of Southern Fruit Institutes, Nam Roi grapefruit area in the Mekong Delta is about 10,000 hectares with an output of more than 60,000 tons per year. Nam Roi grapefruit has pear-shaped, many citrus succulent, sweet tastes without the seeds. In addition, grapefruit can reduce cholesterol and it can be eaten freshly, also used as a tea, grapefruit, and essential oil extraction for cosmetics. Grapefruit peel can also be used as vegetarian spring rolls, in a recent research by the Institute of Medicine national City, grapefruit peel can cook with water will get fat consumption, reduce obesity. Currently, tourist demand for grapefruit year Southern and Central areas very high and it also is consumed widely in the North Country. Grapefruit price average 6000 VND per fruit depend on the season.
Grapefruit is highly demanded in domestic market and to export, it is high value fruit and can help the famer earn good but there are many limitations in cultivation and development breed of this special fruit if the farmer use the same old way of cultivation. For this reason, Hoang Gia Company is set up a system to innovate, apply the new technology in cultivation and the new method of the supply chain. Hoang Gia company  is a new model of grapefruit farm for other farmer to follow and study this new model.
In 2002 Hoang Gia private enterprise was founded, this business operate mainly on the grapefruit products and perform new model of productions, from farms, breeding, training for farmers and growers to work for planting grapefruit with high technology .... Although Hoang Gia Company is a new model of planting grapefruit and the value chain systematically, there is no avoidance of the problems. In this thesis, I mainly focus on the researching and finding out the problems in order to give the solutions to innovate and improve the system. Making it become more efficiency.


Grapefruit is a delicious variety of famous Mekong Delta, especially Nam Roi grapefruit in Binh Minh district at Vinh Long province. Nam Roi grapefruit was developed from the clay soil land. According to research of Southern Fruit Institutes, Nam Roi grapefruit area in the Mekong Delta is about 10,000 hectares with an output of more than 60,000 tons per year. Nam Roi grapefruit has pear-shaped, many citrus succulent, sweet tastes without the seeds. In addition, grapefruit can reduce cholesterol and it can be eaten freshly, also used as a tea, grapefruit, and essential oil extraction for cosmetics. Grapefruit peel can also be used as vegetarian spring rolls, in a recent research by the Institute of Medicine national City, grapefruit peel can cook with water will get fat consumption, reduce obesity. Currently, tourist demand for grapefruit year Southern and Central areas very high and it also is consumed widely in the North Country. Grapefruit price average 6000 VND per fruit depend on the season.
Grapefruit is highly demanded in domestic market and to export, it is high value fruit and can help the famer earn good but there are many limitations in cultivation and development breed of this special fruit if the farmer use the same old way of cultivation. For this reason, Hoang Gia Company is set up a system to innovate, apply the new technology in cultivation and the new method of the supply chain. Hoang Gia company  is a new model of grapefruit farm for other farmer to follow and study this new model.
In 2002 Hoang Gia private enterprise was founded, this business operate mainly on the grapefruit products and perform new model of productions, from farms, breeding, training for farmers and growers to work for planting grapefruit with high technology .... Although Hoang Gia Company is a new model of planting grapefruit and the value chain systematically, there is no avoidance of the problems. In this thesis, I mainly focus on the researching and finding out the problems in order to give the solutions to innovate and improve the system. Making it become more efficiency.


ABSTRACT  i
ACKNOWLEDGEMENT  iii
TABLE OF CONTENT  iv
LIST OF TABLES  vi
LIST OF FIGURES  vii
CHAPTER I : INTRODUCTION  1
1.1 Research background  1
1.1.1 Hoang gia profile  1
1.1.2 The present situation of the world’s grapefruit  1
1.2 The purposes of study  5
1.3 Research method  5
1.4 Research process  6
CHAPTER II : LITERATURE REVIEW  7
2.1 The theoretical basis of brand and local product brands  7
2.1.1 Brands perception and local products brands  7
2.1.2 Function and role of brandname  11
2.2 Analyzing the real situation of vinh long grapfruit and  hoang gia’s
supply chain  15
2.2.1 The introduction of vinh long grapefruit  15
2.2.2 General information about vinh long province and vinh long grapefruit  16
2.2.3 Analyzing the value chain of hoang gia grapefruit  27
2.2.4 The evaluation of current hoang gia value chain:  38
CHAPTER 3 : RESEARCH METHODOLOGY  40
3.1 The method of analysis of current vinh long grapefruit  40
3.1.1 The method of analysis  40
3.1.2 Some factors affecting to Hoang Gia brand  40
3.2 Customers’ information  41
3.2.1 Consumption orientation  41
3.2.2 The motivation of purchasing  41
3.2.3 Hoang Gia grapefruit market  42
3.3 Hoang Gia brand identity  46
3.3.1 Identification by products  46
3.3.2 Identification by the human image  48
3.4 The challenges for building the brand value  50
3.4.1 Competitive pressure  50
3.4.2 Dispersion in the market and media activities  50
3.4.3 The complexity of the brand strategy  51
3.4.4 The trend runs counter to innovation  51
3.4.5 Pressure of investment in other markets  51
3.4.6 The pressure on short-term business  51
CHAPTER 4 : DATA ANALYSIS AND EXPLAINATION  52
4.1 Developing hoang gia grapefruit value chain  52
4.1.1 The recommendation to change the value chain  52
4.1.2 Evaluating the information system  55
4.1.3 Promoting Hoang Gia brand  57
4.1.4 The result of evaluating factors affecting to Hoang Gia grapefruit  58
4.2 Building the vision and objectives for brand  59
4.2.1Brand vision  59
4.2.2 Brand objectives  59
4.3 Strategic branding  60
4.4 The solutions to build hoang gia brand  62
4.4.1 Solutions to build brand identity system  62
4.4.2 Seed  62
4.4.3 Production technology  63
4.4.4 Harvesting technology  63
4.5 The solutions to design the famous brand for hoang gia  64
4.5.1 Brand name  64
4.5.2 Logo  64
4.5.3 Music theme  65
4.5.6 Slogan  65
4.6 Some suggestions to improve the brand  65
4.6.1 Trademark registration solutions  65
4.6.2 Building information systems  66
4.6.3 Building the distribution system  67
4.6.4 Advertising Hoang Gia brand  69
4.7 Some recommendations  70
4.7.1 For government  70
4.7.2 For local government  70
CHAPTER 5 : CONCLUSION  72
REFERENCES  73
APPENDICES  74


LIST OF TABLES
Table 1  : The ratio of economic industries of vinh long and gdp from 2008 to 2010  17
Table 2  : The comparison between nam roi and da xanh grapefruit  19
Table 3  : Grapefruit classification at the wholesale prices  31
Table 4  : The difference between two types of contracts  33
Table 5  : Two main ways of grapefruit classification:  35
Table 6  : The classification of grapefruit and price for wholesalers.  37
Table 7  : The evaluation of hoang gia grapefruit distribution system  39
Table 8  : The factors affect to the hoang gia brand  40
Table 9  : The capacity and value of hoang gia grapefruit export  44
Table 10  : The comparison between hoang gia export and the whole nation exports  45
Table 11  : Evaluating the importance of the factors affecting to grapefruit quality  47
Table 12  : The evaluation of human factors affect to the grapefruit quality  48
Table 13  : The evaluation of information hoang gia grapefruit  56
Table 14  : Evaluating the marketing activities contribute to the development of hoang gia grapefruit brand  57
Table 15  : Evaluating of affecting factors to hoang gia grapefruit  58
Table 16  : Swot matrix  61



LIST OF FIGURES
Figure 1  : Grapefruit price at farm gate in Vinh Long  4
Figure 2  : Research process  6
Figure 3  : Value of Agricultural production of Vinh Long from 2006 to 2010  18
Figure 4  : The rate of grapefruit varieties in Ving Long  21
Figure 5  : Area for gathering planting grapefruit in Vinh Long (2009)  22
Figure 6  : Area for dispersing planting grapefruit in Vinh Long (2009)  22
Figure 7: The market share of Vinh Long grapefruit production
in the plan board of 2010  24
Figure 8  : Value chain of Hoang Gia grapefruit  27
Figure 9  : Farmers and direct relationships  28
Figure 10  : Traders/enterprises and the direct relationship  34
Figure 12  : Retailers and direct relationship  37
Figure 14  : The ration of grapefruit consumption  43
Figure 15  : Recommendation for the new value chain Grapefruit is consumed in fresh form. There are 5 selling channels which I design to maximize the profits:  53
Figure 16  : The information system of Hoang Gia grapefruit  56


[1].Vietnam agriculture and rural news, 15/January/2011
[2].Mitra S.K. and Baldwin E.A. 1997. Citrus. In: Mitra S.K.(ed), Postharvest Physiology and Storage of Tropical and Subtropical Fruits, CAB international, UK
[3].Food Science and technology information HCMC, http://www.cesti.gov.vn/left/stinfo/tiep_thi_khcn/2005/092005/b1
[4].Website of social and economy of Vinh Long province www.vinhlong.gov.vn
[5].America marketing association, marketing power, http://www.marketingpower.com/_layouts/dictionary.aspx?dLetter=B
[6].Vinh Long Department of Statistic. Vinh Long Statistic year book 2010.
[7].Import and consumption of pomelo in Russia. GAIN report-RS 5319, 29-12-2005
[8].Philip Kotler (2006), “B2B Brand Management”, Springer Berlin, p.168-284
[9].Production and export citrus in South Africa. GAIN report-SF 5039, on November 13, 2005, extract from market infor page, Vietnam grapefruit journal, January 20-26, 2006
[10].David Aaker(1996), “Measuring Brand Equity across Products and Markets”, California Management Review, pp.102-120.
[11].MBA Duong Huu Hanh (2005), Quan tri tai san thuong hieu cuoc chien gianh vi tri trong tam tri khach hang, NXB Thong ke. P16-50
[12].Ph.d Pham Xuan Lan (2005), Quan tri chien luoc, Economy University, HCMC
[13].Ph. D Vu The Phu, Quan tri marketing
[14].Duong Minh Anh. King of pomelo kings. Sai Gon Giai Phong daily News on June 21, 2009
[15].Anh Minh. Places which produce famous pomelo varieties. http://www1.mot/Ven/
[16].Hoang Gia, “financial statement year”, 2008-2010.


 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
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