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分类号：F274
专硕硕士学位论文
论
文题目（专业学位）
FZHFZH
果酒品牌营销策略优化研究学号学号果酒品牌营销策略优化研究
FZH果酒品牌营销策略优化研究
20098519312009851931
作者姓名：袁磊
姓名袁磊指导老师张勇教授张勇教授指导老师袁磊姓名学号：2009851931
所在学院：管理学院
类别(领域)：工商管理
指导教师：张勇教授
答辩日期：2023年6月11日西安建筑科技大学专业学位硕士论文
FZH果酒品牌营销策略优化研究
专业：工商管理
硕士生：袁磊
指导教师：张勇教授级高工
摘要
随着中国“乡村振兴”战略的不断推进，加强农业产业链的转型升级和品牌化建
设已成为当前的重要发展方向。地方农产品品牌是优化产业结构、推进乡村振兴战略
的重要因素孀啪玫姆⒄梗嗣嵌允称返闹柿恳笤嚼丛礁撸虼舜刻烊弧⒙躺?
无污染的农产品开始更受市场青睐，这也给地方农产品企业带来了新一轮的机遇与挑
战。果酒作为一种绿色、天然、低度数的酒类产品，在近些年开始在市场上广受欢迎。
FZH是一家加工“海红果”生产饮品的地方农产品品牌。该品牌以其独特的地域
影响力、天然绿色的产品定位和高质量的产品深受当地消费者的喜爱欢孀攀?
场竞争日益激烈，地方品牌受到了地域资源、经济水平、企业管理等因素的限制，很
容易在市场竞争中处于劣势地位，其品牌影响力相对有限虼耍杂贔ZH品牌进行
深入研究并优化其品牌营销策略显得尤为重要。
本研究基于统计学、管理学等相关学科理论，从宏观和微观角度出发，将定量方
法与定性方法相结合，一方面通过PEST理论、波特五力膒秃蚐WOT分析三种工具
对FZH品牌的品牌营销环境进行宏观分析以发掘其整环境以及市场战略上的问题?
一方面，面向消费者开展访谈和问卷调查，从微观角度对品牌的产品、经营、渠道、
销售多方面进行细致研究，挖掘品牌经营中的细节问题詈螅攵怨破放朴?
调研实中发现的问题，基于STP策略，从品牌的产品、价格、渠道、促销、人员、有
形展示、服务过程的七个维度提出了具体的7Ps 优化策略，以期促进FZH果酒发展，
增强企业品牌营销能力，增强消费者的品牌粘性，提升品牌的市场竞争力。
本研究能为相关果酒企业品牌营销策略的制定及发展提供参考，一定程度上可以
推动地方性企业的发展，利于增加农民就业，促进地方经济发展，优化产业结构，推
动社会的全面发展。
关键词：果酒；品牌；品牌营销战略；STP战略西安建筑科技大学专业学位硕士论文
Research on the Optimization of FZHBrand Marketing Strategy
Major:Business Administration
Master student:Yuan Lei
Instructor:Professorate senior engineer Zhang Yong
Abstract
With the continuous promotion of Chinas "rural revitalization"strategy,the
transformation,upgrading,and branding construction of the agricultural industry chain have
become important development directions.Local agricultural product brands are an inevitable
choice in optimizing industrial structure and promoting rural revitalization strategy.With the
rapid development of the economy,peoples demands for the quality and health of food are
increasing day by day.Natural,green,and harmless agricultural products are beginning to be
favored by the market,and local agricultural product enterprises are facing a new round of
opportunities and challenges.As a natural and low alcohol alcoholic product,the fruit wine
market is gradually emerging.
FZHis a local agricultural product brand that processes "Haihongguo"and produces
drinks.With its unique brand culture,natural production environment,and high-quality
products,it has won the favor of consumers in the local area.Nevertheless ，with the
continuous intensification of market competition,local brands are easily disadvantaged in
market competition due to factors such as geographical resources,economic level,and
enterprise management,and their influence is relatively limited.Therefore,it is particularly
important to conduct in-depth research on the FZHbrand and optimize brand marketing
strategies.
This study is based on theories from relevant disciplines such as statistics and
management,and combines quantitative and qualitative methods from both macro and micro
perspectives.On the one hand,it uses PESTtheory,Porters Five Forces model,and SWOT
analysis tools to conduct a macro analysis of the brand marketing environment of FZHbrand
to explore its overall environment and market strategy issues.On the other hand,conducting
interviews and questionnaire surveys targeting consumers,conducting detailed research on the 西安建筑科技大学专业学位硕士论文
brands products,operations,channels,and sales from a micro perspective,and exploring the
details of brand management.Finally,in response to the problems found in the marketing
strategy research of fruit wine brands,based on the STPstrategy,specific 7Ps optimization
strategies were proposed from seven dimensions of brand products,prices,channels,
promotions,personnel,tangible displays,and service processes,in order to promote the
development of FZHfruit wine,enhance enterprise brand marketing capabilities,enhance
consumer brand stickiness,and enhance brand market competitiveness.
This study can provide reference for the formulation and development of brand
marketing strategies for related fruit wine enterprises,and to a certain extent,it can promote
the development of local enterprises,increase farmersemployment,promote local economic
development,optimize industrial structure,and promote comprehensive social development.
Keywords:Fruit wine;brand;brand marketing strategy;STPstrategy 。。。以下略
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