作为白酒企业，SDBDJ 以往的品牌建设策略短期不会失效，然而这种策略的影
响大多数在山东省内有效，无法在全国甚至国际上开辟出更大的市场。面对竞争越来
越激烈的白酒市场，SDBDJ 品牌受到了严重威胁，根本原因在于没有合理可行、与
当今市场需求相适应的品牌建设策略，所以，对 SDBDJ 的品牌建设策略进行调整和
完善已是当务之急。
本文以 SDBDJ 集团为研究对象，综合运用系统分析、文献研究、调查研究等方
法，提出了 SDBDJ 公司品牌建设策略。本文研究内容可分为以下四个部分：一是深
入分析了品牌及品牌建设相关理论知识，为论文研究打下理论基础。二是实地调研并
分析了 SDBDJ 品牌建设的现状和目前存在的问题。三是运用 SWOT 工具对 SDBDJ
品牌建设的宏观环境、行业环境、竞争地位进行了分析，明确了 SDBDJ 品牌建设的
内部优势和劣势，外部机遇和威胁。四是从沟通、文化、营销、品质、维护、战略等
方面给出了强化品牌建设的建议，提出组织管理、人力资源、产品创新、文化资源等
措施保障品牌建设的实施。
通过本文研究不仅可以解决 SDBDJ 现存的问题，还可以帮助其加强品牌建设，
提高企业效益，使企业品牌冲出山东省，走向全国白酒市场，引领鲁酒复兴。同时，
对其他白酒企业的品牌建设也有一定的借鉴意义。
关键词：品牌建设；品牌战略规划；品牌定位；品牌维护和提升山东理工大学硕士学位论文 ABSTRACT
II
ABSTRACT
At present, the domestic liquor market is becoming more and more competitive, but
there is a serious problem of homogenization of liquor products. For consumers, it is an
effective way to use the brand to select high-quality goods. Therefore, many liquor
companies will strengthen brand building as the key to enterprise development, through the
formation of brand assets and value to form the core competitiveness, with a view to be
able to stand out in the market.
As a liquor enterprise, SDBDJ&39;s brand building strategy will not fail in the short term.
However, most of these strategies are effective in Shandong province and can not open up
a larger market in the whole country or even in the world. In the face of increasingly fierce
competition in the liquor market, SDBDJ brand has been a serious threat, the fundamental
reason is that no reasonable and feasible, and the market to adapt to the needs of the brand
building strategy, therefore, is a pressing matter of the moment construction strategy of the
SDBDJ brand to adjust and perfect.
In this paper, SDBDJ group as the research object, comprehensive use of system
analysis, literature research, investigation and research methods, put forward the SDBDJ
company brand construction strategy. The content of this paper can be divided into the
following four parts: first, in-depth analysis of the brand and brand building related
theoretical knowledge, and lay the theoretical foundation for the study of this paper. The
two is on-the-spot investigation and analysis of the current situation and existing problems
of SDBDJ brand construction. The three is to use SWOT tools to analyze the macro
environment, industry environment and competitive position of SDBDJ brand construction,
and make clear the internal advantages and disadvantages of SDBDJ brand construction,
external opportunities and threats. Finally, from the communication, culture, marketing,
quality, maintenance, etc. given the strategy of strengthening brand construction proposals,
proposed the implementation of organizational management, human resources, product
innovation, cultural resources and other measures to ensure the construction of the brand.
Through this research can not only solve the current problems of SDBDJ, but also can
help them to strengthen brand building, improve the efficiency of the enterprise, make the
enterprise brand out of Shandong Province, to the national liquor market leading theLu
wine renaissance. At the same time, it can also be used for reference to other liquor
enterprises.山东理工大学硕士学位论文 ABSTRACT
III
Key words: liquor; brand construction; brand strategy planning; brand positioning;
brand maintenance and promotion山东理工大学硕士学位论文 目录
IV
目录
摘要.I
ABSTRACT.......II
目录..........IV
第一章 绪 论.........1
1.1 研究背景和意义....1
1.1.1 研究背景...........1
1.1.2 研究意义...........1
1.2 国内外文献综述....2
1.2.1 国外文献综述...2
1.2.2 国内文献综述...3
1.3 研究的内容和方法5
1.3.1 研究内容...........5
1.3.2 研究方法...........6
第二章 相关基础理论.8
2.1 品牌的定义和特征.......8
2.1.1 品牌的定义.......8
2.1.2 品牌的特征.......8
2.2 品牌建设的内涵和作用...........9
2.2.1 品牌建设的内涵...........9
2.2.2 品牌建设的作用...........9
2.3 品牌建设相关理论.....10
第三章 SDBDJ 品牌建设的现状及存在的问题..... 11
3.1 SDBDJ 简介.....11
3.2 SDBDJ 品牌建设的现状.........12
3.2.1 品牌战略规划....
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