摘要
摘要
目前我国白酒欧亿·体育（中国）有限公司稳中向好，但同时也暴露出了大量的白酒企业存在的问
题，其中品牌定位存在偏差已是大多白酒企业都存在的问题。企业品牌定位不
明确，延伸时定位混乱，并没有对消费者的具体需求全面考量，且与消费者的
认知严重偏离。各大企业也逐渐意识到品牌定位对于企业自身发展的重要性，
依据企业自身情况不断对产品的品牌策略进行调整，以期在公司品牌策略中可
运用到公司的竞争优势，促使公司状况得以改善，促进公司可持续健康发展。
本文以四川舍得酒业为研究对象，通过文献欧亿·体育（中国）有限公司法、问卷调查法以及案例
分析法对四川舍得酒业的品牌策略优化进行研究。首先对研究涉及的品牌定位
相关概念进行介绍，说明研究使用的相关研究工具。其次对四川舍得酒业市场
环境进行分析，先对白酒市场发展现状进行分析，总结存在问题，说明未来发
展趋势。结合 PEST分析法分析舍得酒业宏观环境，通过波特五力模型对欧亿·体育（中国）有限公司竞
争环境进行分析。之后进行四川舍得酒业品牌策略现状分析，通过对四川舍得
酒业经营状况、品牌情况的了解，设计相应调查问卷，对消费者进行调查。结
合四川舍得酒业实际情况，总结出四川舍得酒业品牌策略存在问题，诸如品牌
高端化布局失败、品牌核心价值不足、品牌定位略显单一、品牌形象较为模糊
以及营销传播力度不足等，并分析影响因素。基于上述研究，最后提出四川舍
得酒业品牌策略的优化对策，主要包括明确层级定位加强市场拓展、加强品牌
差异抓住核心价值、关注定位对象创建品牌社群、树立企业品牌 IP形象以及加
强品牌营销传播，并提出内部资源、体制机制以及奖惩激励三方面的保障措施，
保障优化对策的顺利实施。
关键词：四川舍得酒业；品牌定位；策略优化
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Abstract
Abstract
At present, Chinese liquor industry is stable and doing well.But also exposed a
large number of liquor enterprises problems, including brand positioning deviation is
most liquor enterprises have problems. The brand positioning of enterprises is not
clear, and the positioning is chaotic when extending. There is no comprehensive
consideration of the specific needs of consumers, and it seriously deviates from the
cognition of consumers. Major companies have gradually realized the importance of
brand positioning for their own development. According to the company 's own
situation, they constantly adjust the brand strategy of the product, in order to apply
the company 's competitive advantage in the company 's brand strategy, promote the
company 's situation to improve and promote the company 's sustainable and healthy
development.
This paper examines the branding strategy optimization of Sichuan Shede
Liquor through a combination of literature, questionnaires and case studies. Firstly,
the concepts related to brand positioning are introduced and the relevant research
tools used in the study are described. Secondly, the market environment of Sichuan
Shede Liquor is analysed, starting with an analysis of the current development of the
liquor market, summarising the problems and describing future development trends.
The macro environment of the Shedd wine industry is analysed in conjunction with
the PEST analysis, and the competitive environment of the industry is analysed
through the Porter's Five Forces model. This is followed by an analysis of the current
state of thebrand strategy ofthe Sichuan Shede wineindustry, through an
understanding of the business situation and brand situation of the Sichuan Shede wine
industry, and the design of a corresponding questionnaire to investigate consumers. In
the light of the actual situation of Sichuan Shede, the problems of the brand strategy
of Sichuan Shede were summarised, such as the failure of the high-end brand layout,
the lack of brand core values, the slightly single brand positioning, the ambiguous
brand image and the insufficient marketing and communication efforts, and the
II
Abstract
analysis of the influencing factors. Based on the above research, the final proposals
for optimising the brand strategy of Sichuan Shede Liquor include clarifying the
hierarchical positioning to strengthen market expansion, strengthening the brand
differentiation to capture the core value, focusing on the target audience to create a
brand community, establishing the corporate brand IP image and strengthening the
brand marketing communication, and proposing three safeguards in terms of internal
resources, institutional mechanisms and rewards and incentives to ensure the smooth
implementation of the optimisation measures.
Key words:Sichuan Shede Wine; Brand Positioning; Strategy Optimization
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