Abstract
Abstract
With the continuous promotion of the "The Belt and Road Initiative" and other
important national development strategies, as the core area of the Silk Road Economic
Belt, The wine industry in Xinjiang has a strong momentum of development, and has
ushered in significant development opportunities with its unique geographical advantages
and excellent quality. With the rapid economic development, the impact of the
international market on China's wine industry continues to strengthen, imported wine with
its brand advantage to the development of Chinese wine enterprises pose a threat. For
domestic wine enterprises, if they want to further grasp the development opportunities,
they must carry out wine brand construction, improve the popularity of their own wine
brands by creating brand advantages, and seize the domestic market share.
This paper starts from the actual situation of China's domestic wine market, takes
Guanyi wine as the research object, adopts the method of literature induction,
questionnaire survey, case analysis and so on, analyzes the current situation of brand
marketing of Guanyi wine from the perspectives of brand positioning, brand recognition,
brand image building, brand communication and so on. On this basis, find out the existing
problems of Guanyi wine brand marketing: unclear brand positioning, low brand
recognition, brand image building is not profound, brand communication effect is not
ideal. Then analyze the reasons for the problems: brand positioning lack of foothold,
brand design lack of personality, brand image building divorced from corporate culture,
brand publicity is not enough. By using PEST model to study the external environment
of Guanyi wine, analyze the macro environment faced by brand marketing of Guanyi
wine from the perspectives of technology, economy, politics and society, and further
analyze the industry competition environment based on Porter's Five Forces model. STP
model was used to analyze the market positioning of Guanyi Wine Company and put
forward the corresponding strategy optimization.
This study found that brand positioning, brand recognition, brand image building
and brand communication are important contents of brand marketing of Guanyi wine, and
are also affected by the environment of the wine industry in which Guanyi wine is located.
This paper optimizes the brand marketing strategy of Guanyi wine from the above four
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Abstract
aspects, provides guidance for the implementation of brand marketing of Guanyi wine,
improves the competitiveness of Guanyi wine in the market, and guarantees the smooth
implementation of marketing strategy through technical support, personnel support and
funding support. In solving similar brand marketing problems, I hope this paper can
provide reference for other wine enterprises.
Key Words:Wine;Brand marketing;PEST model;STP model.
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目录
目录
第1章绪论 .........................................................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国内外研究综述 ................................................2
1.2.1国外文献综述 ..............................................2
1.2.2国内文献综述 ..............................................3
1.2.3新疆葡萄酒品牌营销研究 ....................................5
1.2.4文献评述 ..................................................6
1.3研究内容、方法及技术路线 ......................................6
1.3.1研究内容 ..................................................6
1.3.2研究方法 ..................................................7
1.3.3研究技术路线图 ............................................8
1.4创新与不足 ....................................................9
1.4.1可能的创新点 ..............................................9
1.4.2本文不足之处 ..............................................9
第2章相关概念界定及理论基础 ......................................10
2.1概念界定 .....................................................10
2.1.1品牌及品牌营销的概念界定 .................................10
2.1.2品牌建设及定位的概念界定 .................................10
2.2相关理论 .....................................................11
2.2.1品牌资产理论 .............................................11
2.2.2品牌认同理论 .............................................11
2.3相关分析模型 .................................................12
2.3.1 PEST模型.................................................12
2.3.2波特五力模型 .............................................13
2.3.3 STP理论模型..............................................14
第3章冠颐葡萄酒品牌营销现状分析 ..................................16
3.1冠颐葡萄酒概况 ...............................................16
IV
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