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    中国食品行业的企业品牌建设及其价值评价

    摘要

    此次上榜品牌中,中粮集团有限公司的品牌价值约为1118。98亿元,在食品行业排名第1位,排名第100位的烟台枫林食品股份有限公司的品牌价值约为0。11亿元,100强的平均品牌价值约为79。67亿元。在100个上榜品牌中,品牌价值超过100亿元的企业有17家,品牌价值为10亿~100亿元的企业有45家。榜单上前10强品牌的总价值占100强品牌总价值的57。65%,前20强品牌的总价值占100强品牌总价值的75。95%,这说明中国食品行业的品牌发展处于相对健康的状态,虽然排名靠前的企业品牌价值较高,但整个行业的品牌策略偏于保守,导致榜单的品牌价值较低。因此,大部分企业的品牌价值有待提升。然而,现阶段食品行业品牌的发展形势依然不容乐观。“雷同”的品牌策略导致食品行业品牌缺乏独特性,差异化的品牌竞争将是食品行业未来的主流策略。安全与信任问题是制约中国食品行业品牌发展的一个重要问题,这在某种程度上也为国外食品品牌占有一定的市场份额提供了条件。分析榜单可以发现,食品行业品牌发展并不均衡,排名靠前的品牌几乎垄断了食品行业,行业内大量中低端品牌竞争激烈。

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    Abstract

    Among the brands on the list,COFCO Group Co.,Ltd. ranked first in the ranking,with a brand value of approximately 111.88 billion RMB Yuan. The brand value of the 100th Yantai Fenglin Food Co.,Ltd. was approximately 11 million RMB Yuan,and the average brand value was approximately 7.967 billion Yuan. There are 17 companies with a brand value of more than 10 billion Yuan,and 45 companies with a brand value between 1 billion Yuan and 10 billion Yuan. The total value of the top 10 brands in the list accounted for 57.65% of the total value of the top 100 brands. At the same time,the total value of the top 20 brands accounted for 75.95% of the total value of the list brands,it meant that the brand development of the Chinese food industry is relatively healthy. But,because the brand strategy of the entire industry is conservative,the brand value of the list is lower. Therefore,the brand value of most companies needs to be improved. However,the development of the food industry brand at this stage is still not optimistic. The “similar” brand strategy has led to the lack of brand uniqueness in the existing food industry.Differentiated brand competition will be the mainstream strategy for the food industry in the future.The issue of safety and trust is an important issue that constrains the development of China's food industry brand.This also provides a condition for foreign food brands to occupy a certain market share.Meanwhile that the food industry brand development is not balanced,the top ranked brands almost monopolize the food industry.

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    作者简介
    张聪明:张聪明,博士,中国社会科学院俄罗斯东欧中亚研究所研究员,研究方向为转轨经济、企业制度、企业文化等。
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