党的十八大以来，“生态文明”建设日益受到政府和市场的高度关注，随着环 保理念和环保产品在社会公众心目中的广泛接受和认可，环保产业作为一项新兴 产业，正迎来自身发展的重大战略机遇期，如何把握这个稍纵即逝的战略机遇期， 迎风而起，在激烈的市场竞争中创造属于自己的辉煌，也考验着每一个管理者的 营销智慧。由于环保产业的特殊性，其除了市场属性外，还承担一部分的社会公 益属性。因此，对环保科技企业的品牌塑造化策略研究，除了企业自身发展的需 要，更是对公众环保理念的一次普及和洗礼。 本文以江西禾尔斯公司作为研究对象，作为一家初创型环保科技企业，其自 身正处于成长期，与其他同类企业相比，品牌塑造和市场推广稍显薄弱。本文以 品牌塑造和市场推广理论为基础，综合运用文献资料法、比较研究法等方法，实 地调研详细了解和掌握江西禾尔斯公司整体情况和品牌塑造现状，借由SWOT 模型分析，并通过向目标区域和消费群体发放调查问卷的方法，统计分析江西禾 尔斯公司在品牌塑造营销和市场推广中存在的问题及其原因以揭示新型环保产 品品牌建设中普遍存在的问题，并提出针对性的品牌建设优化策略。基于江西禾 尔斯公司品牌化案例分析，本研究发现，新型环保产品品牌建设中存在品牌定位 不清晰；目标群体不精准；组织架构不明确；产品覆盖不到位问题，新型环保企 业应而为化解上诉问题，针对相应提出改进建议：一是明确自身品牌定位；二是 目标市场差别化营销；三是优化调整企业架构；四是整合资源扩大市场覆盖率； 五是加强自身品牌文化建设。作为一家新兴的环保企业，江西禾尔斯公司在区域 内具有一定的品牌影响力和社会地位，进一步做好品牌建设，增强企业竞争力， 进而赢得市场,提升企业品牌知名度。 关键词：新型环保品牌；品牌建设分析；市场推广 II Abstract Sincethe18thNationalCongressoftheCommunistPartyofChina,the constructionof"ecologicalcivilization"hasbeenhighlyconcernedbythegovernment andthemarket.Withtheenvironmentalprotectionconceptandenvironmental protectionproductswidelyacceptedandrecognizedbythepublic,theenvironmental protectionindustryisanemergingindustry.Duringtheperiodofmajorstrategic opportunitiesforself-development,howtograspthisfleetingperiodofstrategic opportunities,torisetothewind,tocreatetheirowngloryinthefiercemarket competition,alsotestthemarketingwisdomofeachmanager.Duetothespecial natureoftheenvironmentalprotectionindustry,inadditiontoitsmarketattributes,it alsoassumespartofthesocialwelfareattributes.Therefore,researchonthebrand marketingstrategiesofenvironmentalprotectiontechnologycompanies,inadditionto theneedsofthecompany'sowndevelopment,isapopularizationandbaptismofthe public'senvironmentalprotectionconcept. ThisarticletakesJiangxiHeersiEcoTechnologyCo.,Ltd.asaresearchobject. Asastart-upenvironmentalprotectiontechnologyenterprise,itisinitsowngrowth periodparedwithothersimilarenterprises,brandmarketingareslightlyweak. Basedonthetheoryofbrandmarketing,thispapercomprehensivelyusesthemethods ofliteratureandcomparativeresearch,andconductsfieldresearchtounderstandand mastertheoverallsituationofHeersiEcoTechnologyandthestatusofbrand marketing,andanalyzeitthroughSWOTmodel.Thetargetareaandconsumergroups issuequestionnaires,statisticallyanalyzetheproblemsandcausesofHeersiEco Technologyinbrandmarketing，Mainly:brandpositioningisnotclear;targetgroupis notaccurate;organizationalstructureisnotclearandproductcoverageisnotinplace. Inthisway,igiveimprovementsuggestions:Firstly,cleartheirownbrandpositioning; Secondly,targetmarketDifferentiatedmarketing;Thirdly,tooptimizeandadjustthe enterprisestructure;Fourthly,tointegrateresourcestoexpandmarketcoverage;Lastly, tostrengthentheconstructionofitsownbrandculture.Asanemergingenvironmental protectioncompany,HolsEnvironmentalTechnologyhasacertainbrandinfluence andsocialstatusintheregion.Itwillfurtherdoagoodjobinbrandbuilding,enhance III thecompetitivenessoftheenterprise,andwinthemarketandenhanceitsbrand awareness. Keywords:Newenvironmentalprotectionbrand;brandbuildinganalysis;market promotion IV 目录 摘要..................................................................................................................................................I Abstract...............................................................................................................................................II 目录...........................................................................................................................................IV 1绪论...............................................................................................................................................1 1.1研究背景及意义..................................................................................................................1 1.1.1研究背景...................................................................................................................1 1.1.2研究意义...................................................................................................................1 1.2国内外研究现状..................................................................................................................2 1.2.1国外研究现状...........................................................................................................2 1.2.2国内研究现状...........................................................................................................3 1.2.3研究评述...................................................................................................................3 1.3本文主要研究内容..............................................................................................................4 1.4研究方法及创新之处..........................................................................................................5 1.4.1论文研究方法...........................................................................................................5 1.4.2论文创新之处...........................................................................................................5 1.5技术路线..............................................................................................................................6 2新型环保品牌建设相关理论概述...............................................................................................7 2.1新型环保品牌相关理论......................................................................................................7 2.1.1新型环保产品的概念...............................................................................................7 2.1.2环保品牌的特点.......................................................................................................7 2.2品牌建设相关理论..............................................................................................................7 2.2.1品牌的理论...............................................................................................................7 2.2.2波特五力模型...........................................................................................................8 2.2.2SWOT模型..............................................................................................................10 3江西禾尔斯公司品牌建设现状分析.........................................................................................11 3.1情况简介............................................................................................................................11 3.2品牌建设现状....................................................................................................................13 3.3波特五力模型分析............................................................................................................13 3.3.1供应商的议价能力.................................................................................................13 3.3.2购买者的议价能力.................................................................................................14 3.3.3潜在竞争者进入的能力.........................................................................................14 3.3.4替代品的替代能力.................................................................................................14 3.3.5行业内竞争者现在的竞争能力..............................................................