猕猴桃具有较高的营养价值和药用保健价值，维生素C含量高，被称为“水果之 王”、“维C之王”，近年来颇受市场和消费者喜爱。 蒲江优越地理位置是世界公认的猕猴桃最佳种植区之一，当地政府利用资源优势 助推蒲江猕猴桃区域公共品牌，经过多年发展，虽已初具规模，但其在众多区域公共 品牌之下，蒲江猕猴桃并没有占据强势地位和优势。经过深入剖析发现：目前市场上 没有知名猕猴桃品牌和龙头企业引领蒲江猕猴桃区域公共品牌持续健康发展。 本文以问题为导向，对H公司的猕猴桃品牌营销策略进行研究，通过问卷调查、 实地考察和实证研究等方法，积极探求H公司的猕猴桃品牌营销现状，从不同的维度 探寻企业猕猴桃品牌营销过程中存在的问题，基于主客观两方面剖析问题产生的具体 原因。利用SWOT分析法和PEST方法分析品牌营销环境，通过问卷调查、变量测量的 方式对有过购买猕猴桃经历的消费者进行调研获取数据，采用SPSS20.0对数据进行描 述性统计分析，信度、效度和相关分析，最终得出了品牌感知价值的五个维度对品牌 偏好均有显著影响；除感知风险外，品牌感知价值的其它四个维度对购买意愿有显著 正向影响；品牌偏好正向影响消费者购买意愿；品牌感知价值对购买意愿通过品牌偏 好中介变量发挥作用。 最后，根据研究结论，从顾客感知、品牌形象、品牌个性、销售渠道等方面，提 出了H公司猕猴桃品牌营销的有效策略，以期对提高H公司竞争力和市场影响力提供 参考。 关键词：猕猴桃；感知价值；购买意愿；SWOT分析；PEST分析 论文类型：专题研究(Monograph Research) III ABSTRACT Kiwifruit has high nutritional value and medicinal health care value, with the rich content of vitamin C, which is known as the King of Fruit and King of Vitamin, and has been popular with the market and consumers in recent years. Pujiang county with the advantageous geographic location is one of the world's best kiwifruit growing area. The local government has made use of advantageous resources to boost the public brand of Kiwi region in Pujiang county. After years of development, although it has formed into the scale, Pujiang Kiwifruit does not have a strong position and advantage among numerous regional public brands. After the in-depth analysis, it’s found that there has been no well-known kiwifruit brands and leading companies leading the sustainable and healthy development of the Kiwifruit regional public brand in the current market in Pujiang county. In this paper, take the problem as the orientation. The research on marketing strategy of kiwifruit brand from H company is performed. Through questionnaire survey, on-sited investigation and empirical research, the present situation of H company's kiwifruit brand promotion is explored. In this paper, the problems existing in the process of kiwifruit brand marketing from enterprises from different dimensions are explored , and the concrete causes of the problems based on the subjective and objective aspects are analyzed. SWOT analysis and PEST method are used to analyze brand marketing environment. Through questionnaire survey and variable measurement, those consumers who had bought kiwifruit are studied, in which the data is obtained. For the data, SPSS20.0 is adopted to conduct descriptive analysis, reliability, validity and correlation analysis. Finally, the conclusion is drawn that the five dimensions of brand perception value have a significant impact on brand preference; In addition to the perception risk, the other four dimensions of brand perceived value have a significant positive effect on purchasing willing; Brand preference has positive influence on consumers' purchasing willingness; Brand perception value plays an important role in purchase willingness through the mediator of brand preference. Finally, in this paper according to the conclusion, the effective strategy of Kiwifruit brand marketing of H Company is proposed from the aspect of customer perception brand image, brand personality and sales channel, in order to provide a reference for improving competitiveness and market influence of H Company. Keyword: Kiwifruit; Perception value; Purchase willingness; SWOT analysis; PEST analysis Paper category: Monograph Research 西南科技大学硕士学位论文 西南科技大学硕士学位论文 IV 目 录 1 绪论 ...................................................................................................................................... 1 1.1研究背景 .................................................................................................................... 1 1.2研究意义 .................................................................................................................... 3 1.2.1理论意义 ......................................................................................................... 3 1.2.2现实意义 ......................................................................................................... 3 1.3国内外研究现状 ........................................................................................................ 4 1.3.1国内研究现状 ................................................................................................. 4 1.3.2国外研究现状 ................................................................................................. 6 1.3.3 研究述评 ........................................................................................................ 8 1.4研究内容和方法 ........................................................................................................ 8 1.4.1研究内容 ......................................................................................................... 8 1.4.2研究方法 ......................................................................................................... 9 2 品牌营销理论基础 ............................................................................................................ 10 2.1相关概念界定 .......................................................................................................... 10 2.1.1品牌定义 ....................................................................................................... 10 2.1.2品牌营销 ....................................................................................................... 10 2.2品牌相关理论分析 .................................................................................................. 11 2.2.1品牌形象理论 ............................................................................................... 11 2.2.2品牌定位理论 ............................................................................................... 11 2.2.3产品差异化理论 ........................................................................................... 11 2.2.4 4C营销理论 ................................................................................................. 12 3 H公司猕猴桃品牌营销环境分析 ..................................................................................... 15 3.1 H公司猕猴桃品牌营销的SWOT分析 ................................................................. 15 3.1.1内部优势与劣势分析 ................................................................................... 15 3.1.2外部机会与威胁分析 ................................................................................... 16 3.2 H公司猕猴桃品牌营销的PEST分析 ................................................................... 17 3.2.1 H公司猕猴桃品牌营销政治环境分析 ....................................................... 17 3.2.2 H公司猕猴桃品牌营销经济环境分析 ....................................................... 18 3.2.3 H公司猕猴桃品牌营销社会环境分析 ....................................................... 20 3.2.4 H公司猕猴桃品牌营销技术环境分析 ....................................................... 20 4 H公司猕猴桃品牌营销实证分析 ..................................................................................... 22 4.1理论模型构建 .......................................................................................................... 22 目 录 V 4.2研究假设提出 .......................................................................................................... 22 4.2.1品牌感知价值五维度对品牌偏好和购买意愿的影响假设 ....................... 22 4.2.2品牌偏好对购买意愿