【作者】 张杰；

【导师】 冯冈平； 李斌；

【作者基本信息】 广东工业大学 ， 工商管理（专业学位）， 2022， 硕士

【摘要】 自1978年改革开放以来我国经济蓬勃发展,人们的生活需求从原来的简单地满足温饱功能性需求升级为要有精神文化寄托的情感需求。因为一方面在新型冠状病毒后疫情期,我国贸易顺差日益增大,另一方面民族文化自信逐渐增强,制造业迎来国货兴起的新机遇。在含酒精饮料行业中,国货品牌如雨后春笋的出现。为了在众多低度数花果酒品牌中,减少消费者的选择成本,社会的监督成本,企业的经营成本,本文将选择SC玫瑰酒为研究对象,对其进行品牌战略研究。虽然SC玫瑰酒企业成立不久,但是依托商会平台,SC玫瑰酒企业有着丰富的资源。同时SC玫瑰酒企业创始人曾多次创业成功,有着出众的能力。SC玫瑰酒产品是采用重瓣玫瑰花酿造酒,对比配制花果酒、勾兑花果酒,更加浓郁芳香。作为刚进入市场的品牌,SC玫瑰酒迫切需要制定有效的品牌战略,令SC玫瑰酒品牌在花果酒行业中通过传递品牌价值,建立品牌壁垒,形成品牌差异化。本文采用了文献研究法、调查研究法、案例分析法,对大量相关文献资料进行收集和整理作为本文论证的理论基础,对所研究的品牌及产品进行有目标地、有计划地、系统地市场调查作为本文论证的论据,以开展对SC玫瑰酒的品牌战略研究。首先,本文阐述SC玫瑰酒企业基本概况,对SC玫瑰酒品牌进行宏观环境PEST分析,波特五力模型行业环境分析以及SC玫瑰酒现状分析。然后,本文提出SC玫瑰酒品牌存在的三个问题:一是品牌定位模糊;二是品牌知名度尚未建立;三是品牌美誉度停留在内部顾客。接着,本文基于品牌战略的理论框架,在品牌战略研究的框架上为SC玫瑰酒制定品牌战略目标,品牌定位,品牌显性要素与隐性要素构建,品牌传播策略,品牌监测管理,品牌延伸策略。最后,就SC玫瑰酒品牌战略保障,本文分别从组织,人才,资金,技术提供建议。本文希望为SC玫瑰酒品牌解决品牌存在的问题,并在品牌战略的实施和发展提供参考建议,也希望能为其他企业在相似困境下提供借鉴与参考。另外,以小见大,希望本文的研究能寻找一条基于农副产品精深加工打造国货品牌的路径。更多还原

【Abstract】 Since the reform and opening up in 1978,China’s economy has been booming,and people’s life needs have been upgraded from simply meeting the functional needs of food and clothing to emotional needs of spiritual and cultural sustenance.In the post-coronavirus period,China’s trade surplus is increasing day by day.On the other hand,the national cultural confidence is gradually enhanced,and the manufacturing industry has ushered in a new opportunity of the rise of domestic goods.Domestic brands mushroomed in the alcoholic beverage industry.In order to reduce the choice cost of consumers,the supervision cost of society and the operating cost of enterprises among alcoholic beverage industry,this thesis will choose SC Rose Wine as the research object to conduct brand strategy research on it.Although SC Rose Wine enterprise is young,it has rich resources relying on the Chamber of Commerce.The founder of SC Rose Wine enterprise has been successful for many times and has outstanding ability.SC Rose Wine is made with double petal rose wine,which is more fragrant than mixed flower and fruit wine as well as blended flower and fruit wine.As a brand just entering the market,SC Rose Wine urgently needs to develop effective brand strategy,so that it can pass brand value in the flower and fruit wine industry,establish brand barriers.In this thesis,the brand strategy of SC Rose Wine was studied by literature research,investigation and case analysis.A large number of relevant literature was collected and sorted out as the theoretical basis for the demonstration of this thesis and the market survey of the studied brands and products which was targeted,planned and systematic was used as the argument for the demonstration of this thesis to carry out the brand strategy research of SC Rose Wine.Firstly,this thesis intends to conduct PEST analysis of SC Rose Wine brand,industrial environment analysis of Porter’s Five Forces model and current situation analysis of SC Rose Wine.Secondly,three problems of SC Rose Wine brand were put forward.First,the brand positioning was vague.Second,brand awareness has not been established.Third,brand reputation stays in the internal customers.Thirdly,then,brand strategy are designed for SC Rose Wine including the brand strategic objectives,brand positioning,brand elements construction,brand communication strategy,brand monitoring management,brand extension strategy.Lastly,in terms of SC Rose Wine brand strategic guarantee,this thesis provides suggestions from the aspects of organization,human resource,funds and technology.Hope to solve SC Rose Wine brand problems,and providing reference suggestions in the brand strategy to SC Rose Wine and other enterprises in similar difficulties.Also hope to find a way to build domestic brand based on intensive processing of agricultural and sideline products.更多还原