摘要
在经历了近十年的高速增长期后，中国婴幼儿配方奶粉市场开始进入市场成熟期，
市场规模已经达到了 844 亿元人民币，预计平均年复合增长将维持在 7%左右的水平。随
着中国政府越来越开放的生育政策的出台，将帮助中国继续成为世界最大的婴幼儿配方
奶粉市场之一。然而随着中国政府监管力度的加大，中国婴幼儿配方奶粉市场面临行业
洗牌，中国市场现有的奶粉企业以及进口奶粉生产企业都将受到一定影响，预计将有约
四分之一的奶粉企业被淘汰出局

W 公司的 S26 产品品牌作为曾经市场份额第一的品牌，近几年在品牌建设方面面临
诸多挑战。一方面，外部市场竞争日趋激烈，国家监管日益严格；另一方面，其品牌资
产不清、品牌定位模糊、品牌传播乏力等问题日益凸显，导致 S26 品牌市场份额一路下
跌。本文以 S26 品牌为例，运用“品牌金字塔模型”和“MDF 模型”对 S26 产品品牌的
现状进行分析，然后运用“品牌定位理论”和“品牌传播理论”提出 S26 品牌主攻超高
端细分市场、升级品牌定位、优化产品配方，改善传播渠道等建议，并为 S26 品牌建设
方案提出了实施和保障措施

S26 品牌建设过程中面临的问题，主要可以总结为品牌定位、品牌资产和品牌传播
三类问题，这是许多中国企业都会面临的普遍问题。本文通过运用品牌建设相关的理论，
包含“品牌资产”、“品牌定位”、“品牌传播”对 S26 产品品牌的品牌现状和问题进行深
度解析，然后提出相应的品牌建设方案。这不仅对 W 公司有重要意义，同时也可以为中
国企业利用科学的品牌管理工具进行产品品牌管理起到一定的借鉴作用

关键词：品牌建设；品牌定位；品牌资产；品牌传播；
2Abstract
After nearly a decade of rapid growth, infant formula milk power market of China enters
a maturing stage, for which the size of the market has reached 84.4 billion yuan with an
expected average annual compound growth at around 7%. As the increasing openness of
fertility policy, China will continue to be one of the world&39;s largest infant formula milk
powder market. However, infant formula market is facing an industry reshuffle with the
tightening of the Chinese government regulation. Influence will affect both domestic and
import milk powder production enterprises.
In this thesis, we use of “brand equity” and “positioning” theories, to analyze the current
branding situation of S26 brand and to extract its current problems. “Brand pyramid model”
and “brand association” are firstly used to detailed analyze the current brand of the products.
Then “brand positioning theory” is used to offer for brand building scheme and
implementation to S26. A new branding proposal is offered in this thesis to forward to super
premiere high-end market segment. Advices are provided to optimize brand positioning, to
upgrade product formula and optimize brand communication. Moreover, detailed
implementation schemes are suggested.
The major problems S26 is facing can be summarized to be brand positioning and brand
equality. It is a common problems to various companies. The detailed discussion based on
S26 brand of W company, can be used to verify whether the current brand theory and tools
can be applied to the analysis of external environment and demand from customers. We hope
that the composite theory can help with enterprise to build up brand and empower its core
competiveness. It is not only applicable to W company, but also a general theory for other
companies.
Keywords：Brand Building, Brand Positioning, Brand Assets, Brand Communication, Brand
Product, Cooperate Brand
3目录
致谢....I
摘要...II
Abstract ........III
第 1 章 绪论..1
1.1 选题背景........1
1.1.1 市场增速放缓.....1
1.1.2 母乳喂养率提高.1
1.1.3 进口品牌占主导地位.....2
1.2 研究意义........2
1.2.1 理论意义.2
1.2.2 实践意义.2
1.3 国内外研究现状........3
1.3.1 品牌资产研究现状.........3
1.3.2 品牌定位研究现状.........4
1.3.3 品牌传播究现状.5
1.3.4 婴儿配方奶粉品牌研究现状.....6
1.4 研究内容和方法........6
1.4.1 研究内容.6
1.4.2 研究方法.7
1.5 创新点7
第 2 章 品牌相关理论........16
2.1 品牌资产理论..........16
2.1.1 品牌金字塔模型...........16
2.1.2 品牌 MDF 模型...........17
2.2 品牌定位理论..........18
2.2.1 品牌定位...........18
2.2.2 品牌定位模型...19
2.3 品牌传播理论..........21
42.3.1 品牌传播...........21。。。以上简介无排版格式，详细内容请下载查看