CN116645152A - Wine industry brand management system and management value evaluation method - Google Patents
Wine industry brand management system and management value evaluation method Download PDFInfo
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- 238000011156 evaluation Methods 0.000 title claims abstract description 147
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- 239000000203 mixture Substances 0.000 claims description 3
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Abstract
The invention discloses a wine industry brand management system and a management value evaluation method. According to the invention, the collected information is processed by integrating the pushing unit and the screening unit and then pushed to the advertisement putting unit and the product promotion unit for propaganda, so that the propaganda efficiency of enterprises is effectively improved, and the construction efficiency of brands of the enterprises is improved; evaluating products produced by enterprises through the enterprise self-evaluation unit, the public evaluation unit, the expert evaluation unit and the experimental unit and generating an evaluation summary report; the evaluation summary report is fed back to the quality management unit and the order management unit, the quality and order information are fed back to the quality safety supervision unit through the information acquisition unit, the product quality of the product is improved, and finally the brand value is improved.
Description
Technical Field
The invention relates to the technical field of brand management, in particular to a wine industry brand management system and a management value evaluation method.
Background
Each successful enterprise has its own brand, so that it can be said that the brand strategy is an important means for improving the enterprise image, and the brand value is the most central part of the brand management elements, and is also an important sign that the brand is different from the competing brand of the same class. The enterprise brands are communicated with the business idea, the enterprise culture, the enterprise value idea, the attitudes to consumers and the like of the enterprise, the barriers among regions can be effectively broken through, the cross-region business activities are carried out, unified promises are achieved, the association among different products is formed, the resources of the product brands are integrated, and an excellent brand can be achieved as an advantageous enterprise.
For wine enterprises, the brand strategy is particularly important, and the height of the brand strategy determines the height of an enterprise. Today, the high degree of homogenization of white spirit products forces us to be unable to make articles on the products, and the competition for white spirit is completely shifted from the products themselves to the competition for brands. National white spirit brand management in China can step by step go to a healthy development road and obtain international recognition, so that white spirit enterprises in China can obtain higher value and benefit by using brand assets in the international and domestic markets, but the existing white spirit enterprises are not directly connected with a value evaluation system in the construction process, lack of management data of evaluated brands, cannot fully reflect the health condition of the brands and cannot reflect the management value of the brands, and evaluation data conclusion in later evaluation is not representative. Therefore, the wine industry brand management system and the management value evaluation method are provided, the whole brand management process of the white wine enterprises can be supervised and improved, the enterprise management value is improved through achievement display, the evaluation of all social communities is absorbed for analysis, and the brand management quality of the enterprises is improved.
Disclosure of Invention
The invention aims to provide a wine industry brand management system and a management value evaluation method, so as to solve the problems in the background technology.
In order to achieve the above purpose, the present invention provides the following technical solutions:
the wine industry brand management system comprises a brand construction module, a brand promotion module and a brand information analysis module, wherein the brand construction module, the brand promotion module and the brand information analysis module are respectively connected with a central processing unit; the brand information analysis module comprises a brand promotion sub-module, a brand propaganda sub-module, a brand evaluation sub-module and a brand feedback sub-module, wherein the brand promotion sub-module, the brand propaganda sub-module, the brand evaluation sub-module and the brand feedback sub-module are respectively connected with the central processing unit; the brand construction module comprises a brand information acquisition unit, a competition analysis unit, a development scheme making unit, an enterprise honor construction unit and an enterprise image construction unit; the brand information acquisition unit is used for collecting brand information of competitors in the same industry; the competition analysis unit is used for analyzing the information collected by the brand information collection unit and generating an analysis report; the development scheme making unit makes an enterprise brand development scheme according to the result of the competition analysis unit; the enterprise honor construction unit is used for obtaining relevant rewards for enterprises; the enterprise image construction unit is used for making a scheme for personnel in the enterprise to participate in public welfare activities, charitable activities or outdoor activities, so that the enterprise image is improved; the brand lifting module comprises a new product development unit, an order management unit, a quality management unit, a product tracing and inquiring unit, an information acquisition unit and an investment unit; the new product development unit is used for reasonably developing the types of the wine products according to the information fed back by the brand construction module and improving the cognition of the new products by promoting the new products; the order management unit is used for counting retail wholesale sales of new products, wherein the order management unit is connected with the brand evaluation submodule, and the brand evaluation submodule is used for auditing distributors in the order management unit to eliminate low-quality distributors; the quality management unit is used for managing and improving the quality of the wine fed back by the brand feedback sub-module; the product tracing inquiry unit is used for reversely tracing specific information of the wine product; the investment unit is used for improving the influence of the product through supporting funds.
Preferably, the brand promotion sub-module comprises an integrated pushing unit, a screening unit, an advertisement putting unit and a product promotion unit, wherein the integrated pushing unit is used for pushing and showing the query results of the active advertisement information and maintenance result report in the enterprise; the screening unit is used for screening the information collected in the integrated pushing unit; the advertisement putting unit is used for advertising products of enterprises or cultures of the enterprises; the product promotion unit is used for pushing new products of enterprises to the outside and driving the new products into markets.
Preferably, the brand propaganda sub-module comprises a sponsorship cooperation unit and a user experience unit, wherein the sponsorship cooperation unit further comprises a public welfare cooperation component and a hotel cooperation component, the public welfare cooperation component is used for sponsoring some public welfare activities, the hotel cooperation component is used for providing wine for a hotel, and the hotel is used for propaganda for guests through free or discounted wine; the user experience unit comprises a free tasting component and a factory entering component, wherein the free tasting component is used for consumers to taste all wine at free and collect taste information of corresponding wine; the factory entering visit component is used for consumers to visit the wine production site in the field and provide propaganda materials for the brand propaganda sub-module.
Preferably, the brand evaluation submodule comprises a public evaluation unit, an expert evaluation unit, an enterprise self-evaluation unit, an experiment unit and an evaluation result unit; the public evaluation unit is used for filling in a consumer evaluation report generated by questionnaire after consumers taste all varieties of white spirit freely; the expert evaluation unit is used for performing professional evaluation on all white spirits of enterprises by well-known experts in the industry; the enterprise self-evaluation unit is used for generating an evaluation report of the advantages and disadvantages of the enterprise; the experimental unit comprises an enterprise internal experimental component and an external experimental component, wherein the enterprise internal experimental component is used for detecting a white spirit sample in an enterprise, and the external experimental component is used for detecting white spirit by a related white spirit detection unit; the evaluation result unit is used for generating an evaluation summary report according to the evaluation results in the enterprise self-evaluation unit, the public evaluation unit, the expert evaluation unit and the experimental unit.
Preferably, the brand feedback sub-module comprises a quality safety supervision unit, a packaging monitoring unit, a feedback unit, an improvement unit and an improvement result reporting unit; the quality safety supervision unit is used for carrying out safety supervision work including raw materials, ingredients and packaging on the produced products in enterprises; the packaging monitoring unit is used for carrying out a test experiment on the packaging tightness of products produced by enterprises in the transportation process and the influence of packaging bags on the containing amount of the packaging boxes; the feedback unit is used for feeding information in the brand evaluation submodule back to the brand construction module and feeding information in the quality safety supervision unit back to the improvement unit; the improvement unit is used for improving the operation of the enterprise products which are not in line with the food safety management method in the production, storage and transportation processes; the improved result report unit is used for generating a result report according to the information in the improved unit and is stored in the computer terminal through the central processing unit.
Preferably, the brand information acquisition unit comprises a search brand sample library, a search brand keyword and a search brand image; the brand searching sample library is used for searching brand information and comparing the brand information with stored brand information of the sample library, and judging whether similar columns exist or not; the brand keyword search is used for screening the brand itself and judging whether the brand exists in the brand sample library or not; the brand searching image is used for deeply searching brand information, comparing the brand searching image with the sample library data and judging whether the brand itself has violations or not.
Preferably, the advertisement putting unit comprises a front-stage putting component, a middle-stage putting component and a rear-stage putting component; the early-stage delivery component is used for delivering advertisements in the early stage of enterprise construction so as to improve the cognition of products; the middle-stage delivery component is used for delivering advertisements in the middle-stage development process of the enterprise to occupy market share; the later-stage delivery component is used for delivering advertisements in the later stage of enterprise construction so as to promote strategic development of enterprises.
Preferably, the enterprise honor construction unit comprises an honor statistics classification component, a white spirit evaluation prize management component and an autonomous patent management component; the honor statistical classification component is used for statistically classifying the rewards obtained by the enterprise products and transmitting the statistical results to the brand popularization sub-module; the white spirit selecting and rewarding management component is used for managing rewards in the aspect of the relevant quality of enterprise white spirit; the autonomous patent management component is used for managing patents applied by enterprises for manufacturing process methods, raw material formulas and equipment used in the process of producing white spirit.
Preferably, the investment unit includes a stock component, a training component, an after-market component, and an insurance component; the stock component is used for bringing a certain influence and propaganda effect to the enterprise through stock rising value after the enterprise is on the market; the training component is used for training enterprise personnel, realizing production management and product quality improvement, and indirectly improving brand value; the after-sales component is used for establishing an after-sales place; the insurance component is used for carrying out certain insurance delivery on products produced by enterprises.
A wine industry brand management value evaluation method comprises the following steps:
step S10: in the process of brand construction of enterprises, brand information of competitors in the same industry is collected through a brand information collecting unit, and then an enterprise brand development scheme is formulated through a competition analysis unit and a development scheme formulation unit;
step S20: the brand propaganda sub-module carries out sponsorship on public welfare activities through the public welfare cooperation component while the enterprise brands in the step S10 are constructed; the hotel cooperation assembly promotes the guests by free or discounted wine; the factory entering visit component is used for consumers to visit the wine production site in the field and provide propaganda materials for enterprise brand propaganda;
step S30: in the step S20, when enterprises are promoted by the brand promotion submodule, an evaluation result unit generates an evaluation summary report according to the evaluation results in the enterprise self-evaluation unit, the public evaluation unit, the expert evaluation unit and the experiment unit, the evaluation result is utilized to generate the evaluation summary report to provide information supplement for the brand promotion submodule and the brand promotion module, and the brand promotion module is utilized to develop corresponding new white spirit; the information of the new white spirit is obtained through the information acquisition unit and the product tracing and inquiring unit;
step S40: and (3) feeding the information of the new white spirit obtained in the step (S30) back to a brand feedback sub-module, supervising the new white spirit produced by enterprises through a quality safety supervision unit, improving the quality of white spirit and the problems existing in the production of enterprises through a feedback unit and an improvement unit, improving the quality of the new white spirit, generating an improvement result report of the new white spirit of the enterprises through an improvement result report unit, inquiring the behavior record of the enterprises in the industry through a central processing unit, and improving the brand management value evaluation value of the enterprises through integrating a pushing unit and a screening unit.
Preferably, the step S10 of developing the brand development scheme of the enterprise includes an enterprise honor construction unit and an enterprise image construction unit, wherein the enterprise honor construction unit obtains relevant rewards for the enterprise, and the enterprise image construction unit is used for participating in public welfare, charitable or outdoor activities for personnel in the enterprise to develop the scheme.
Compared with the prior art, the invention has the beneficial effects that: according to the invention, the collected information is processed by integrating the pushing unit and the screening unit and then pushed to the advertisement putting unit and the product promotion unit for propaganda, so that enterprises and products can be propagated in a layered manner aiming at people in different layers, the propaganda efficiency of the enterprises is effectively improved, and the construction efficiency of brands of the enterprises is improved; evaluating products produced by enterprises through the enterprise self-evaluation unit, the public evaluation unit, the expert evaluation unit and the experimental unit and generating an evaluation summary report; on one hand, the evaluation summary report is processed by the integration pushing unit and the screening unit and then is disclosed by the advertisement putting unit, so that the working efficiency of the brand evaluation submodule is improved, on the other hand, the evaluation summary report is fed back to the quality management unit and the order management unit, and the quality and order information are fed back to the quality safety supervision unit through the information acquisition unit, so that preferred selection is realized, the quality of products is improved, and finally, the brand value is improved.
Drawings
FIG. 1 is a block diagram of a wine industry brand management system of the present invention;
FIG. 2 is a block diagram of a brand information collection unit of the present invention;
FIG. 3 is a block diagram of the structure of the advertising unit of the present invention;
FIG. 4 is a block diagram of the enterprise honor construction unit of the present invention;
FIG. 5 is a block diagram of the structure of the investment unit of the present invention;
FIG. 6 is a block diagram of the experimental unit of the invention;
FIG. 7 is a flow chart of a method for evaluating brand management value in the wine industry according to the present invention.
Wherein: 1. a brand construction module; 101. a brand information acquisition unit; 102. a competition analysis unit; 103. a development scheme making unit; 104. an enterprise honor construction unit; 105. an enterprise image construction unit; 2. a lifting module; 201. a new product development unit; 202. an order management unit; 203. a quality management unit; 204. the product tracing inquiry unit; 205. an information acquisition unit; 206. an investment unit; 3. a brand information analysis module; 301. a brand promotion sub-module; 3011. integrating the pushing unit; 3012. a screening unit; 3013. an advertisement putting unit; 3014. a product promotion unit; 302. a brand promotion sub-module; 3021. sponsoring the collaboration unit; 3022. a user experience unit; 303. a brand evaluation sub-module; 3031. a social public evaluating unit; 3032. an expert evaluation unit; 3033. an enterprise self-evaluation unit; 3034. an experiment unit; 3035. an evaluation result unit; 304. a brand feedback sub-module; 3041. a quality safety supervision unit; 3042. a packaging monitoring unit; 3043. a feedback unit; 3044. an improvement unit; 3045. an improved result reporting unit; 4. and a central processing unit.
Detailed Description
The invention is described in further detail below with reference to the accompanying drawings.
Referring to fig. 1 to 6 in combination, a wine industry brand management system includes a brand construction module 1, a brand promotion module 2, and a brand information analysis module 3, wherein the brand construction module 1, the brand promotion module 2, and the brand information analysis module 3 are respectively connected with a central processing unit 4; the brand information analysis module 3 comprises a brand promotion sub-module 301, a brand propaganda sub-module 302, a brand evaluation sub-module 303 and a brand feedback sub-module 304, wherein the brand promotion sub-module 301, the brand propaganda sub-module 302, the brand evaluation sub-module 303 and the brand feedback sub-module 304 are respectively connected with the central processor 4; the brand construction module 1 comprises a brand information acquisition unit 101, a competition analysis unit 102, a development scheme making unit 103, an enterprise honor construction unit 104 and an enterprise image construction unit 105; the brand information acquisition unit 101 is used for collecting brand information of competitors in the same industry; the competition analysis unit 102 is used for analyzing the information collected by the brand information collection unit 101 and generating an analysis report; the development scheme making unit 103 makes an enterprise brand development scheme according to the result of the competition analysis unit 102; the enterprise honor construction unit 104 is configured to obtain relevant awards for an enterprise; the enterprise image construction unit 105 is used for making a scheme for personnel in the enterprise to participate in public welfare activities, charitable activities or outdoor activities, thereby improving the enterprise image.
The brand promotion module 2 comprises a new product development unit 201, an order management unit 202, a quality management unit 203, a product traceability query unit 204, an information acquisition unit 205 and an investment unit 206; the new product development unit 201 is configured to reasonably develop types of wine according to information fed back by the brand construction module 1, and promote new products to improve cognition of the new products; the order management unit 202 is configured to count sales of retail wholesale of new products, where the order management unit 202 is connected to the brand evaluation sub-module 303, and the brand evaluation sub-module 303 is configured to audit the distributors in the order management unit 202, and eliminate low-quality distributors; the quality management unit 203 is used for managing and improving the quality of the wine fed back by the brand feedback sub-module 304; the product traceability query unit 204 is used for reversely tracking specific information of the wine from production, transportation to sales; the investment unit 206 is used to boost the impact of the product by supporting funds.
Referring to fig. 1, as an embodiment of the present invention, the brand promotion sub-module 301 includes an integrated pushing unit 3011, a screening unit 3012, an advertisement putting unit 3013, and a product promotion unit 3014, where the integrated pushing unit 3011 is configured to push and publicize query results of active advertisement information and maintenance result reports in an enterprise; the screening unit 3012 is used for screening information collected in the integrated pushing unit 3011; the advertisement putting unit 3013 is used for advertising products of enterprises or cultures of the enterprises; the product promotion unit 3014 is used for pushing new products of enterprises to the outside and driving the new products into markets.
In the above scheme, in the process of enterprise construction, the enterprise needs to popularize the product of itself, before promoting, integrate pushing unit 3011 to the inside positive advertising information of enterprise, then screening unit 3012 handles the information that gathers, screen out the information that can let the vast consumer know the enterprise product directly perceivedly, can provide professional evaluation's specific data in order to evaluate the product or can carry out the information of study with other enterprises of trade, then push to advertisement putting unit 3013 and product promotion unit 3014 in promoting, can carry out hierarchical propaganda to the crowd of different levels to the product of enterprise machine enterprise, effectively improve the propaganda efficiency of enterprise, improve the construction rate of enterprise.
Referring to fig. 1, as an embodiment of the present invention, the brand propaganda submodule 302 includes a sponsorship cooperation unit 3021 and a user experience unit 3022, where the sponsorship cooperation unit 3021 further includes a public welfare cooperation component and a hotel cooperation component, the public welfare cooperation component is used for sponsoring some public welfare activities, and the hotel cooperation component is used for providing wine for a hotel, and promoting free or discounted wine for guests through the hotel; the user experience unit 3022 includes a free tasting component and a factory entry component, wherein the free tasting component is used for the consumer to taste all wine at no charge, and collect taste information of the corresponding wine; the factory entry component is used for consumers to visit the wine production site in the field to provide promotional material for the branding promotion sub-module 302.
Referring to fig. 1, as an embodiment of the present invention, the brand evaluation submodule 303 includes a public evaluation unit 3031, an expert evaluation unit 3032, an enterprise self-evaluation unit 3033, an experiment unit 3034 and an evaluation result unit 3035; the public evaluation unit 3031 is used for filling in a consumer evaluation report generated by questionnaire survey after consumers taste all kinds of white spirit for free; the expert evaluation unit 3032 is used for performing professional evaluation on all white spirits produced by enterprises by well-known experts in the industry; the enterprise self-evaluation unit 3033 is used for generating an evaluation report of the advantages and disadvantages of the enterprise; the experiment unit 3034 comprises an enterprise internal experiment assembly and an external experiment assembly, wherein the enterprise internal experiment assembly is used for detecting a white spirit sample in an enterprise, and the external experiment assembly is used for detecting white spirit by a related white spirit detection unit; the evaluation result unit 3035 is configured to generate an evaluation summary report according to the evaluation results in the enterprise self-evaluation unit 3033, the public society evaluation unit 3031, the expert evaluation unit 3032 and the experiment unit 3034.
In the above-mentioned scheme, after the consumer drinks the white spirit produced by the enterprise in the process of enterprise construction, the consumer can evaluate the drunk white spirit through the public evaluation unit 3031 and propose improvement suggestions, the industry-known expert can perform professional evaluation on the white spirit produced by the enterprise through the expert evaluation unit 3032, the enterprise leader can review the evaluation results in the public evaluation unit 3031 and the expert evaluation unit 3032 through the enterprise self-evaluation unit 3033 and evaluate the enterprise itself in the enterprise self-evaluation unit 3033, and finally, the evaluation result unit 3035 is used for generating an evaluation summary report according to the evaluation results in the enterprise self-evaluation unit 3033, the public evaluation unit 3031, the expert evaluation unit 3032 and the experiment unit 3034, and the evaluation summary report is processed through the integrated pushing unit 3011 and the screening unit 3012 and then is advertised by the advertisement putting unit 3013, thereby being beneficial to the improvement of the brand management quality of the enterprise.
Referring to fig. 1, as an embodiment of the present invention, the brand feedback sub-module 304 includes a quality safety supervision unit 3041, a package monitoring unit 3042, a feedback unit 3043, an improvement unit 3044, and an improvement result reporting unit 3045; the quality safety supervision unit 3041 is used for performing safety supervision work including raw materials, ingredients and packaging on the produced products in an enterprise; the package monitoring unit 3042 is used for performing a test experiment on the package tightness of products produced by enterprises in the transportation process and the influence of the package bags on the containing amount of the package boxes; the feedback unit 3043 is configured to feed back information in the brand evaluation sub-module 303 to the brand construction module 1 and feed back information in the quality safety supervision unit 3041 to the improvement unit 3044; the improvement unit 3044 is used for improving the operation of the enterprise products which are not in line with the food safety management method in the production, storage and transportation processes; the improvement result reporting unit 3045 is used for generating a maintenance result report according to the information in the improvement unit 3044, and is stored in the computer terminal through the central processing unit 4.
Referring to fig. 2, as an embodiment of the present invention, the brand information collection unit 101 includes a search brand sample library, a search brand keyword, and a search brand image; the brand searching sample library is used for searching brand information and comparing the brand information with stored brand information of the sample library, and judging whether similar columns exist or not; the brand keyword search is used for screening the brand itself and judging whether the brand exists in the brand sample library or not; the brand searching image is used for deeply searching brand information, comparing the brand searching image with the sample library data and judging whether the brand itself has violations or not.
Referring to fig. 3, as an embodiment of the present invention, the advertisement putting unit 3013 includes a front putting component, a middle putting component, and a rear putting component; the early-stage delivery component is used for delivering advertisements in the early stage of enterprise construction so as to improve the cognition of products; the middle-stage delivery component is used for delivering advertisements in the middle-stage development process of the enterprise to occupy market share; the later-stage delivery component is used for delivering advertisements in the later stage of enterprise construction so as to promote strategic development of enterprises.
In the above-mentioned scheme, the early-stage delivery component receives the information in the development scheme making unit 103 to perform early-stage delivery of the advertisement and promote a new product, so as to improve the cognition of the product, if the early-stage delivery component can open the market, the middle-stage delivery component makes a delivery scheme under the combined action of the brand evaluation sub-module 303 and the development scheme making unit 103, so that the product produced by the enterprise is promoted to occupy the market share, and if the middle-stage delivery component can occupy the market share, the later-stage delivery component makes a later-stage delivery scheme of the advertisement of the product again through the brand evaluation sub-module 303 and the development scheme making unit 103, so that the cognition and the market share of the product of the enterprise are further improved, and the long-term development of the enterprise is facilitated.
Referring to fig. 4, as an embodiment of the present invention, the enterprise honor construction unit 104 includes an honor statistics classification component, a white spirit selecting prize management component and an autonomous patent management component; the honor statistical classification component is used for statistically classifying the rewards obtained by the enterprise products and transmitting the statistical results to the brand popularization sub-module; the white spirit selecting and rewarding management component is used for managing rewards in the aspect of the relevant quality of enterprise white spirit; the autonomous patent management component is used for managing patents applied by enterprises for manufacturing process methods, raw material formulas and equipment used in the process of producing white spirit.
Referring to FIG. 5, as an embodiment of the present invention, the investment unit 206 includes a stock component, a training component, an after-market component, and an insurance component; the stock component is used for bringing a certain influence and propaganda effect to the enterprise through stock rising value after the enterprise is on the market; the training component is used for training enterprise personnel, realizing production management and product quality improvement, and indirectly improving brand value; the after-sales component is used for establishing an after-sales place; the insurance component is used for carrying out certain insurance delivery on products produced by enterprises.
Referring to fig. 7, a method for evaluating brand management value of wine industry specifically includes the following steps:
step S10: in the process of brand construction of enterprises, brand information of competitors in the same industry is collected through a brand information collecting unit 101, and then an enterprise brand development scheme is formulated through a competition analysis unit 102 and a development scheme formulation unit 103; the establishment of the enterprise brand development scheme also comprises the establishment of the enterprise to obtain relevant rewards and the establishment of the enterprise personnel to participate in public welfare activities, charitable activities or outdoor activities;
step S20: at the same time of the enterprise brand construction of step S10, the brand propaganda sub-module 302 performs sponsorship on the public welfare activity through the public welfare cooperation component; publicity is carried out through hotel cooperation components through free or discounted wine for guests; the factory entering visit component is used for consumers to visit the wine production site in the field, so that propaganda materials are provided for enterprise brand propaganda;
step S30: in step S20, while promoting the enterprises through the brand promotion sub-module 302, generating an evaluation summary report according to the evaluation results in the enterprise self-evaluation unit 3033, the public evaluation unit 3031, the expert evaluation unit 3032 and the experiment unit 3034 through the evaluation result unit 3035, generating the evaluation summary report by using the evaluation results to provide information supplement for the brand promotion sub-module 301 and the brand promotion module 2, and developing corresponding new white spirit through the brand promotion module 2; and the information of the enterprise new white spirit is acquired through the information acquisition unit 205 and the product tracing inquiry unit 204;
step S40: the information of the new white spirit obtained in S30 is fed back to the brand feedback sub-module 304, the new white spirit produced by the enterprise is supervised through the quality safety supervision unit 3041, the quality of the white spirit and problems existing in the production of the enterprise are improved through the feedback unit 3043 and the improvement unit 3044, the quality of the new white spirit is improved, an improvement result report of the new white spirit of the enterprise is generated through the improvement result report unit 3045, the behavior record of the enterprise in the industry is queried through the central processing unit 4, the processing is carried out through the integration pushing unit 3011 and the screening unit 3012, and finally the advertising and promotion are carried out through the advertisement putting unit 3013 and the product promotion unit 3014, so that the brand management value evaluation value of the enterprise is improved.
To sum up: the brand information acquisition unit 101, the competition analysis unit 102 and the development scheme making unit 103 are matched for use to make up the early development strategy and scheme of the enterprise; an enterprise brand image is established through the cooperation of the enterprise honor construction unit 104 and the enterprise image construction unit 105; the collected information is processed through the integration pushing unit 3011 and the screening unit 3012 and then pushed to the advertisement putting unit 3013 and the product promotion unit 3014 for propaganda, so that enterprises and products can be promoted in a layered manner aiming at people in different layers, the propaganda efficiency of the enterprises is effectively improved, and the construction efficiency of brands of the enterprises is improved; evaluating products produced by enterprises through the enterprise self-evaluation unit 3033, the public evaluation unit 3031, the expert evaluation unit 3032 and the experiment unit 3034 and generating an evaluation summary report; on one hand, the evaluation summary report is processed by the integrating pushing unit 3011 and the screening unit 3012 and then publicized by the advertisement putting unit 3013, so that the working efficiency of the brand evaluation submodule 303 is improved, on the other hand, the evaluation summary report is fed back to the quality management unit 203 and the order management unit 202, and the quality and order information are fed back to the quality safety supervision unit 3041 through the information acquisition unit 205, so that the preferred selection is realized, the quality of the product is improved, and finally the brand value is improved.
While the fundamental and principal features of the invention and advantages of the invention have been shown and described, it will be apparent to those skilled in the art that the invention is not limited to the details of the foregoing exemplary embodiments, but may be embodied in other specific forms without departing from the spirit or essential characteristics thereof. The present embodiments are, therefore, to be considered in all respects as illustrative and not restrictive, the scope of the invention being indicated by the appended claims rather than by the foregoing description, and all changes which come within the meaning and range of equivalency of the claims are therefore intended to be embraced therein. Any reference sign in a claim should not be construed as limiting the claim concerned.
Furthermore, it should be understood that although the present disclosure describes embodiments, not every embodiment is provided with a separate embodiment, and that this description is provided for clarity only, and that the disclosure is not limited to the embodiments described in detail below, and that the embodiments described in the examples may be combined as appropriate to form other embodiments that will be apparent to those skilled in the art.
Claims (10)
1. The wine industry brand management system comprises a brand construction module, a brand promotion module and a brand information analysis module, wherein the brand construction module, the brand promotion module and the brand information analysis module are respectively connected with a central processing unit; the brand information analysis module is characterized by comprising a brand promotion sub-module, a brand evaluation sub-module and a brand feedback sub-module, wherein the brand promotion sub-module, the brand evaluation sub-module and the brand feedback sub-module are respectively connected with the central processing unit; the brand construction module comprises a brand information acquisition unit, a competition analysis unit, a development scheme making unit, an enterprise honor construction unit and an enterprise image construction unit; the brand information acquisition unit is used for collecting brand information of competitors in the same industry; the competition analysis unit is used for analyzing the information collected by the brand information collection unit and generating an analysis report; the development scheme making unit makes an enterprise brand development scheme according to the result of the competition analysis unit; the enterprise honor construction unit is used for obtaining relevant rewards for enterprises; the enterprise image construction unit is used for making a scheme for personnel in the enterprise to participate in public welfare activities, charitable activities or outdoor activities, so that the enterprise image is improved; the brand lifting module comprises a new product development unit, an order management unit, a quality management unit, a product tracing and inquiring unit, an information acquisition unit and an investment unit; the new product development unit is used for reasonably developing the types of the wine products according to the information fed back by the brand construction module and improving the cognition of the new products by promoting the new products; the order management unit is used for counting retail wholesale sales of new products, wherein the order management unit is connected with the brand evaluation submodule, and the brand evaluation submodule is used for auditing distributors in the order management unit to eliminate low-quality distributors; the quality management unit is used for managing and improving the quality of the wine fed back by the brand feedback sub-module; the product tracing inquiry unit is used for reversely tracing specific information of the wine product; the investment unit is used for improving the influence of the product through supporting funds.
2. The wine industry brand management system of claim 1, wherein the brand promotion sub-module comprises an integrated pushing unit, a screening unit, an advertisement putting unit and a product promotion unit, wherein the integrated pushing unit is used for pushing and displaying query results of active advertisement information and maintenance result reports in enterprises; the screening unit is used for screening the information collected in the integrated pushing unit; the advertisement putting unit is used for advertising products of enterprises or cultures of the enterprises; the product promotion unit is used for pushing new products of enterprises to the outside and driving the new products into markets.
3. The wine industry brand management system of claim 1, wherein the brand promotion sub-module comprises a sponsorship cooperation unit and a user experience unit, the sponsorship cooperation unit further comprising a public welfare cooperation component and a hotel cooperation component, wherein the public welfare cooperation component is used for sponsoring some public welfare activities, the hotel cooperation component is used for providing wine for hotels, and the hotels are promoted for guests free or discounted wine by the hotels; the user experience unit comprises a free tasting component and a factory entering component, wherein the free tasting component is used for consumers to taste all wine at free and collect taste information of corresponding wine; the factory entering visit component is used for consumers to visit the wine production site in the field and provide propaganda materials for the brand propaganda sub-module.
4. The wine industry brand management system of claim 1, wherein the brand evaluation submodule comprises a public evaluation unit, an expert evaluation unit, an enterprise self-evaluation unit, an experiment unit and an evaluation result unit; the public evaluation unit is used for filling in a consumer evaluation report generated by questionnaire after consumers taste all varieties of white spirit freely; the expert evaluation unit is used for performing professional evaluation on all white spirits of enterprises by well-known experts in the industry; the enterprise self-evaluation unit is used for generating an evaluation report of the advantages and disadvantages of the enterprise; the experimental unit comprises an enterprise internal experimental component and an external experimental component, wherein the enterprise internal experimental component is used for detecting a white spirit sample in an enterprise, and the external experimental component is used for detecting white spirit by a related white spirit detection unit; the evaluation result unit is used for generating an evaluation summary report according to the evaluation results in the enterprise self-evaluation unit, the public evaluation unit, the expert evaluation unit and the experimental unit.
5. The wine industry brand management system of claim 1, wherein the brand feedback sub-module comprises a quality safety supervision unit, a package monitoring unit, a feedback unit, an improvement unit, and an improvement result reporting unit; the quality safety supervision unit is used for carrying out safety supervision work including raw materials, ingredients and packaging on the produced products in enterprises; the packaging monitoring unit is used for carrying out a test experiment on the packaging tightness of products produced by enterprises in the transportation process and the influence of packaging bags on the containing amount of the packaging boxes; the feedback unit is used for feeding information in the brand evaluation submodule back to the brand construction module and feeding information in the quality safety supervision unit back to the improvement unit; the improvement unit is used for improving the operation of the enterprise products which are not in line with the food safety management method in the production, storage and transportation processes; the improved result report unit is used for generating a result report according to the information in the improved unit and is stored in the computer terminal through the central processing unit.
6. The wine industry brand management system of claim 1, wherein the brand information collection unit comprises a search brand sample library, a search brand keyword, and a search brand image; the brand searching sample library is used for searching brand information and comparing the brand information with stored brand information of the sample library, and judging whether similar columns exist or not; the brand keyword search is used for screening the brand itself and judging whether the brand exists in the brand sample library or not; the brand searching image is used for deeply searching brand information, comparing the brand searching image with the sample library data and judging whether the brand itself has violations or not.
7. The wine industry brand management system of claim 1, wherein the advertisement delivery unit comprises a pre-delivery component, a mid-delivery component, and a post-delivery component; the early-stage delivery component is used for delivering advertisements in the early stage of enterprise construction so as to improve the cognition of products; the middle-stage delivery component is used for delivering advertisements in the middle-stage development process of the enterprise to occupy market share; the later-stage delivery component is used for delivering advertisements in the later stage of enterprise construction so as to promote strategic development of enterprises.
8. The wine industry brand management system of claim 1, wherein the enterprise honor construction unit comprises an honor statistics classification component, a white spirit evaluation prize management component and an autonomous patent management component; the honor statistical classification component is used for statistically classifying the rewards obtained by the enterprise products and transmitting the statistical results to the brand popularization sub-module; the white spirit selecting and rewarding management component is used for managing rewards in the aspect of the relevant quality of enterprise white spirit; the autonomous patent management component is used for managing patents applied by enterprises for manufacturing process methods, raw material formulas and equipment used in the process of producing white spirit.
9. The wine industry brand management system of claim 1, wherein the investment unit comprises a stock component, a training component, an after-market component, and an insurance component; the stock component is used for bringing a certain influence and propaganda effect to the enterprise through stock rising value after the enterprise is on the market; the training component is used for training enterprise personnel, realizing production management and product quality improvement, and indirectly improving brand value; the after-sales component is used for establishing an after-sales place; the insurance component is used for carrying out certain insurance delivery on products produced by enterprises.
10. A method of assessing the value of wine industry brand management as claimed in any one of claims 1 to 9, comprising the steps of:
step S10: in the process of brand construction of enterprises, brand information of competitors in the same industry is collected through a brand information collecting unit, and then an enterprise brand development scheme is formulated through a competition analysis unit and a development scheme formulation unit;
step S20: the brand propaganda sub-module carries out sponsorship on public welfare activities through the public welfare cooperation component while the enterprise brands in the step S10 are constructed; the hotel cooperation assembly promotes the guests by free or discounted wine; the factory entering visit component is used for consumers to visit the wine production site in the field and provide propaganda materials for enterprise brand propaganda;
step S30: in the step S20, when enterprises are promoted by the brand promotion submodule, an evaluation result unit generates an evaluation summary report according to the evaluation results in the enterprise self-evaluation unit, the public evaluation unit, the expert evaluation unit and the experiment unit, the evaluation result is utilized to generate the evaluation summary report to provide information supplement for the brand promotion submodule and the brand promotion module, and the brand promotion module is utilized to develop corresponding new white spirit; the information of the new white spirit is obtained through the information acquisition unit and the product tracing and inquiring unit;
step S40: and (3) feeding the information of the new white spirit obtained in the step (S30) back to a brand feedback sub-module, supervising the new white spirit produced by enterprises through a quality safety supervision unit, improving the quality of white spirit and the problems existing in the production of enterprises through a feedback unit and an improvement unit, improving the quality of the new white spirit, generating an improvement result report of the new white spirit of the enterprises through an improvement result report unit, inquiring the behavior record of the enterprises in the industry through a central processing unit, and improving the brand management value evaluation value of the enterprises through integrating a pushing unit and a screening unit.
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