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论文编号：	15224
作者编号：	2320224005
上传时间：	2024/12/13 8:51:08
中文题目：	洋河股份高端白酒“梦6+”品牌策略研究
英文题目：	Yanghe Shares of High-end Liquor "Dream 6 +" Brand Strategy Research
指导老师：	杜建刚
中文关键字：	：洋河股份；梦6+品牌；品牌策略；体验营销
英文关键字：	Yanghe Stock; Dream 6 + Brand; Brand Strategy; Experiential Marketing
中文摘要：	进入千禧年以来，白酒行业历经了多次大幅度波动。2002-2011年，白酒企 业开启改制浪潮，逐渐转型为股份制企业，并开启上市潮，白酒产销大幅度提升， 这十年被称为白酒的黄金时代。2012-2016年，白酒行业积累了大量的负面因素 再叠加国家的政策调控，使得白酒行业在这5年中处于深度调整期，各大白酒企 业都面临很大的业绩压力。2017-2022年白酒行业逐渐复苏，以茅台、五粮液等 为代表的高端白酒销量屡创新高，白酒行业的品牌效应逐渐增强。2023之后白酒 行业有迎来新的挑战，经济形势的严峻导致白酒需求量的下降，高端白酒的价格 逐渐走低，整个行业面临前所未有的新形势。洋河股份作为一家白酒行业的领军 企业，自进入千禧年以来，同样经历了这跌宕起伏的历程。 本研究分析了洋河股份梦6+品牌的发展现状及策略，运用PEST模型、波特 五力模型、STP理论及品牌管理理论，全面剖析了洋河股份的宏观环境、竞争环 境、品牌现状及问题。研究提出了针对性的品牌策略改进建议，并制定了保障措 施。通过PEST模型，发现洋河股份梦6+品牌面临复杂多变的宏观环境。政治稳 定，经济持续增长，消费升级，社会消费观念转变，技术进步。波特五力模型显 示，品牌面临多重竞争压力，包括购买者、供应商、潜在进入者、替代品及竞争 对手。研究发现梦6+品牌在品牌定位、规划、推广及提升上存在问题，制约了品 牌发展。为此，提出STP 策略、品牌规划、定位、推广及体验策略等改进建议， 旨在解决当前问题，提升品牌价值。为确保策略实施，制定了人员、组织、信息 及文化等全面保障措施，以支持品牌策略落地，助力梦6+品牌在市场竞争中脱颖 而出。
英文摘要：	Since entering the millennium, the Baijiu industry has experienced many large fluctuations. From 2002 to 2011, Baijiu enterprises started a wave of restructuring, gradually transformed into joint-stock enterprises, and launched a wave of listing. Baijiu production and sales increased significantly. This decade is known as the golden age of Baijiu. From 2012 to 2016, the Baijiu industry accumulated a large number of negative factors combined with national policy regulation, making the Baijiu industry in a period of deep adjustment in the past five years, and all major Baijiu enterprises are facing great performance pressure. From 2017 to 2022, the Baijiu industry gradually recovered, and the sales of high-end Baijiu represented by Moutai, Wuliangye, etc. kept hitting new highs, and the brand effect of Baijiu industry gradually strengthened. After 2023, the Baijiu industry will face new challenges. The severe economic situation will lead to a decline in the demand for Baijiu, and the price of high-end Baijiu will gradually decline. The whole industry will face an unprecedented new situation. As a leading enterprise in the Baijiu industry, Yanghe has also experienced the ups and downs since it entered the millennium. This study analyzed the development status and strategies of Yanghe Group's Dream 6+brand, using PEST model, Porter's Five Forces model, STP theory, and brand management theory to comprehensively analyze Yanghe Group's macro environment, competitive environment, brand status, and problems. The study proposed targeted brand strategy improvement suggestions and developed safeguard measures. Through the PEST model, it was found that Yanghe Group's Dream 6+brand is facing a complex and ever-changing macro environment. Political stability, sustained economic growth, consumption upgrading, transformation of social consumption concepts, and technological progress. The Porter's Five Forces model shows that brands face multiple competitive pressures, including buyers, suppliers, potential entrants, substitutes, and competitors. Research has found that the Dream 6+brand has problems in brand positioning, planning, promotion, and enhancement, which hinders brand development.Therefore, improvement suggestions such as STP strategy, brand planning, positioning, promotion, and experience strategy are proposed to address current issues and enhance brand value. To ensure the implementation of the strategy, comprehensive security measures such as personnel, organization, information, and culture have been formulated to support the implementation of the brand strategy and help the Dream 6+brand stand out in market competition.
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