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摘要随着全球经济的发展，品牌已然成为国家国力的象征之一，企业开始重视制定和实施品牌战略。如何创建一个强势的品牌，从而帮助企业在市场竞争占领优势，受到了各个大小企业的关注。葡萄酒产业在我国发展快速，大批国外的葡萄酒品牌被其巨大的利润空间所吸引，不断涌入我国葡萄酒市场，使得我国葡萄酒行业的竞争更加激烈，如何在这激烈的竞争中取胜是我国葡萄酒企业的要突破的一大难题。因此，在产品同质化、价格平民化、营销手段趋同化现象越来的越严重的情况下，品牌建设对葡萄酒企业的生存和发展具有重要意义。42669
本文针对葡萄酒行业的龙头品牌——长城葡萄酒，运用相关品牌和营销理论方面的知识，从长城葡萄酒的品牌定位、品牌文化、品牌传播、品牌销售等方面，进一步分析长城葡萄酒的品牌营销策略，并总结出长城葡萄酒品牌化运作的成功秘诀，为我国葡萄酒企业的品牌营销提供良好的借鉴和指导，增强品牌的竞争力，同时提高企业对品牌建设的重视程度，从而促进整个葡萄酒行业的发展。
毕业论文关键词：长城葡萄酒；品牌；品牌定位；品牌营销
Wine Brand Marketing Strategy Research Illustrated by The Example of Great Wall Wine
Abstract With the development of global economic integration, brands have become the symbol of national strength and more and more enterprises begin to pay attention to develop and conduct brand strategy. How to create a strong brand to help enterprises make the advantages in the market competition, has attracting the attention of the each size enterprises. With the the rapid development of Wine industry in our country, a large number of foreign wine brands attracted by its huge profit space pour into the Chinese wine market, which make the wine industry’s competition of our country more and more fierce.How to win in the fierce competition is a great problem for the domestic wine enterprises to breakthrough. Therefore, in the case of the phenomenon of product homogeneity, price becoming more and more cheaper and marketing methods becoming more and more similiar is more to the more serious, brand construction attaches great importance to the survival and development of the enterprise .
As the leading brand of the wine industry - the Great Wall wine , using the relevant knowledge of brand and marketing theory, from the Great Wall wine brand positioning, brand culture, brand communication, brand marketing these aspects,analyzing the Great Wall wine brand marketing strategy and summing up the successful secrets of the Great Wall wine brand operation are necessary.The study is intended to provide advice for wine enterprise’ brand construction in our country and enhance the competitiveness of the brand, which is beneficial for other enterprises to attach more importance to the brand construction.Only in this way can we promote the development of the whole wine industry.
Key Words: Great Wall Brand Brand Positioning Brand marketing
目 录
摘 要 I
Abstract II
目 录 IV
一 研究背景和意义 1
（一）研究背景 1
（二）研究意义 1
二 葡萄酒品牌概述 2
（一）葡萄酒行业概况 2
（二）行业品牌建设概况 3
三 葡萄酒品牌定位及品牌形象 4
（一）品牌定位