A Dissertation Submitted to Guangdong University of Technology for
the Degree of Master
（Master of Business Administration）
Research on Brand Management Strategy of
W Company
Candidate:Gong Jiaxin
Supervisor:Prof. Feng Gangping
May 2022
School of Management
Guangdong University of Technology
Guangzhou, Guangdong, P. R. China, 510520

摘要
摘要
当前，我国居民保健意识已经全面觉醒，保健品市场迎来黄金发展机遇，然而伴
随着国内外保健品公司的崛起，保健品市场竞争进入白炽化。W公司是一家致力于技
术、品牌、产品、创新平台多维度发展的现代保健品公司。随着国际保健品巨头入侵
国内市场，天狮、汤臣倍健等本土品牌的快速发展，W公司的优质客户资源正在大量
流失。基于上述背景，本文从品牌价值提升的角度对品牌管理展开研究，立足国内保
健品市场发展现状探讨中国保健品品牌如何实现自立自强，并运用 W公司品牌进行
案例示范，对于推动国内保健品市场有序发展，提升本土品牌的市场竞争力具有积极
意义。
本文选取 W公司作为研究对象，基于品牌管理策略及品牌资产要素相关理论，
运用 PEST分析法和波特五力模型分析 W公司的一般环境和竞争环境，通过顾客需求
分析总结出顾客购买保健品的主要需求为孝敬老人、关爱健康，顾客购买决策的重要
驱动因素是商家宣传、朋友推荐，安全、品牌和功能是消费者关注度最高的因素，然
后依托 SWOT分析法总结出 W公司的优势、劣势以及竞争威胁和挑战，最终选择更
具竞争性的 SO增长型战略为基础制定品牌管理策略，以发挥 W公司良好的服务优势、
品牌优势，并应当充分利用中国人口老龄化加剧和居民健康意识增强的良好机遇，补
齐能力短板，抢抓市场机遇。在环境分析的基础上，本文以线上问卷调查和内部访谈
双结合的方式展开 W公司品牌管理满意度调研，从中发现 W公司品牌管理存在的问
题，如品牌要素形象模糊、品牌传播方式落后、品牌管理组织架构不健全、品牌监测
效果不佳等，这些问题不仅对 W公司的品牌价值带来损耗，同时不利于优质品牌形
象的塑造，影响了 W公司的产品销量和经济效益。鉴于以上问题，本文从品牌要素、
品牌传播、品牌管理组织架构以及品牌监测四个维度提出有效的应对措施，结合保健
品市场环境制定 W公司品牌管理优化策略，并且从人力资源和技术两方面提出 W公
司品牌管理保障方案，以保障优化策略有效落地。
通过研究 W公司的战略发展环境，分析 W公司品牌管理问题并提出有效的应对
措施，不仅有助于 W公司调整品牌发展方向，增强 W公司品牌市场竞争力和影响力，
同时对于其他保健品公司的品牌化、专业化发展提供重要参考。
关键词：保健品；品牌管理；品牌提升
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广东工业大学硕士专业学位论文
ABSTRACT
At present, the health care consciousness of Chinese residents has been fully awakened,
and the health care products market has ushered in a golden development opportunity.
However, with the rise of health care products companies at home and abroad, the
competition in the health care products market has become incandescent. W company is a
modern health products company committed to the multi-dimensional development of
technology, brand, product and innovation platform. With the invasion of international health
products giants into the domestic market and the rapid development of local brands such as
Tiens and Thomson Beijian, W company's high-quality customer resources are losing a lot.
Based on the above background, this thesis studies brand management from the perspective
of brand value promotion, based on the development status of domestic health care products
market, discusses how Chinese health care products brands can achieve self-reliance and
self-improvement, and uses the brand of W company for case demonstration, which is of
positive significance to promote the orderly development of domestic health care products
market and enhance the market competitiveness of local brands.
This thesis selects W company as the research object. Based on the relevant theories of
brand management strategy and brand equity elements, this thesis uses PEST analysis
method and Porter's five forces model to analyze the macro environment and competitive
environment of W company. Through customer demand analysis, it is concluded that the
main motivation of customers to buy health products is filial piety to the elderly and care for
health. The important driving factors of customers' purchase decision are business publicity,
friends' recommendation, safety Brand and function are the factors that consumers pay the
most attention to. Then, relying on the SWOT analysis method, this thesis summarizes the
advantages, disadvantages, competitive threats and challenges of W company, and finally
selects a more competitive so growth strategy to give full play to the good service
advantages and brand advantages of W company. We should make full use of the good
opportunities of China's aging population and the enhancement of residents' health
awareness, make up for the short board of ability and seize the market opportunities. On the
basis of environmental analysis, this thesis conducts a survey on W company's brand
management satisfaction by combining online questionnaire survey and internal interview,
and finds out the problems existing in W company's brand management, such as vague brand
element image, backward brand communication mode, imperfect brand management
organization structure, poor brand monitoring effect, etc. these problems not only bring loss
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