摘 要
在经济全球化大发展的背景下，企业之间的竞争愈加激烈。要想在白热化的
竞争中赢得一席之地，企业品牌的作用日益凸显。是否能够完美打造自己的品牌
成为企业制胜的法宝，也是企业可持续发展的动力源泉。尤其对于中国的白酒市
场而言，白酒消费已经由过去的产品消费向如今的品牌消费转变，白酒企业核心
力的竞争也演变为品牌的竞争。然而品牌理论在我国的发展历史还很短，企业在
品牌管理、品牌营销等方面比较落后，相关的理论和实践经验不足，和国外品牌
的发展相比还存在着一定的差距，要想在品牌的竞争上取得长足发展，必须在品
牌建设与品牌运营方面不断借鉴成功经验，打破对品牌认识的局限，在努力扩大
品牌知名度的同时更加注重品牌的内涵和价值，在品牌的营销策略上不断创新。

本文以中国白酒欧亿·体育（中国）有限公司的发展现状为切入点，综合最新的品牌营销理论，从河
南赊店品牌发展过程中存在的问题入手，从品牌、品牌营销、品牌营销策略三个
层面依次递进对河南赊店现阶段的发展进行全面研究。在大量周密调研的基础上，
深入剖析赊店品牌营销的自身优势、外部机遇、内部劣势和外在威胁，指出其在
品牌营销上现有的成绩和存在的问题。并充分分析白酒欧亿·体育（中国）有限公司宏观、微观环境,各层
级市场消费者对白酒的需求特征及消费行为,洞察特定人群特有的需求行为，然后
紧密结合品牌定位、品牌传播、品牌个性、品牌文化、品牌管理、品牌销售六大
品牌营销策略，并结合根据赊店酒业投入与产出影响因素的实证分析，得出目前
对赊店酒业品牌影响最为显著的核心因素，以此为河南赊店品牌寻找到合适的差
异化定位,并提出了河南赊店品牌营销的发展战略，以期树立赊店酒业的强势品牌
营销形象,提升赊店酒业的市场生命力。最后，本文也希望能够对目前在国内市场
上实力薄弱的豫酒产业发展提供一点参考。

关键词：品牌；品牌个性；品牌文化；品牌营销；战略；赊店酒厂西安建筑科技大学硕士学位论文
An Strategy Study Of Henan
Shedian Holdings Limited Brand Marketing
Specialty：Master Of Business Administration
Name：Zeng Fang
Instructor：Prof .Li lin
Abstract
In the background of the development of economic globalization, the increasingly
fierce competition among enterprises. Intense competition in order to win a place, the
increasingly prominent role of corporate brand. Whether it can be the perfect build their
own brand become an invaluable asset, but also the sustainable development of the
power source. Especially for the Chinese liquor market, liquor consumption product
consumption has been from the past to today's branded consumer shift liquor core
competition force evolved into brand competition. However, the development of brand
theory in our short history, enterprises in brand management, brand marketing, and so is
relatively backward, the theory and practice related to lack of experience, and compared
the development of foreign brands, there are still some gaps, in order to brand the
competition has made considerable progress, brand building and brand must continue to
learn from the successful experience of operational aspects, to break the limitations of
the brand awareness in an effort to expand brand awareness at the same time pay more
attention to the brand's meaning and value in the brand's marketing strategy of
continuous innovation .
In this paper, the development status of Chinese liquor industry as the
breakthrough point, integrated the latest brand marketing theory, from Henan, brand
development process Shedian problems start from the brand, brand marketing, brand
marketing strategy followed by progressive three levels of credit in Henan shop at this
stage of development of a comprehensive study. In a lot of meticulous research, based
on in-depth analysis Shedian brand marketing their own advantages, external
opportunities and external threats and internal weaknesses, noting its brand marketing