小众品牌的市场定位与营销策略问题与对策研究
摘要
在当今市场竞争日益激烈的环境下，小众品牌作为一股新兴力量，正逐渐崭露头角。它们以其独特的品牌魅力和精准的市场定位，赢得了越来越多消费者的青睐。然而，小众品牌在发展过程中也面临着诸多挑战，尤其是在市场定位与营销策略方面。如何明确目标市场，制定有效的营销策略，提升品牌认知度，并应对数字化营销的挑战，成为小众品牌亟需解决的问题。本研究对市场定位理论、营销策略理论和小众品牌理论进行了系统梳理，为后续研究奠定了理论基础。接着，从提升品牌竞争力、满足消费者多元化需求以及促进市场细分与品牌创新三个方面，深入分析了小众品牌市场定位与营销策略的重要性。在此基础上，本研究进一步探讨了小众品牌在市场定位与营销策略方面存在的问题，如目标市场选择模糊、促销活动缺乏创意、品牌传播力度不足以及数字化营销投入不足等。针对这些问题，本研究提出了明确市场定位、优化营销策略执行、提升品牌认知度以及应对数字化营销挑战等对策。最后，本研究对小众品牌市场定位与营销策略的未来研究方向进行了展望。
关键词：小众品牌；市场定位；营销策略
Abstract
In today's increasingly fierce market competition environment, niche brands, as an emerging force, are gradually emerging. With their unique brand charm and accurate market positioning, they win the favor of more and more consumers. However, niche brands also face many challenges in the development process, especially in the market positioning and marketing strategy. How to clarify the target market, develop effective marketing strategies, enhance brand awareness, and respond to the challenges of digital marketing has become an urgent problem for niche brands to solve. This study systematically combs the theories of market positioning, marketing strategy and niche brand, and lays a theoretical foundation for the subsequent research. Then, the importance of market positioning and marketing strategy of niche brands is deeply analyzed from the three aspects of enhancing brand competitiveness, meeting the diversified needs of consumers, and promoting market segmentation and brand innovation. On this basis, this study further discusses the problems existing in the market positioning and marketing strategy of niche brands, such as vague selection of target market, lack of creativity in promotional activities, lack of brand communication, and insufficient investment in digital marketing. In view of these problems, this research puts forward some countermeasures, such as clarifying the market positioning, optimizing the implementation of marketing strategy, enhancing the brand awareness, and coping with the challenges of digital marketing. Finally, this study prospects the future research direction of market positioning and marketing strategy of niche brands.
Keywords： Niche brand; market positioning; marketing strategy
目 录
摘要 I
Abstract II
一、绪论 1
（一）研究背景及意义 1
（二）国内外研究现状 1
（三）研究目的和内容 2
二、相关理论概述 3
（一）市场定位理论 3
（二）营销策略理论 3
（三）小众品牌理论 3
三、小众品牌市场定位与营销策略的重要性 4
（一）提升品牌竞争力 4
（二）满足消费者多元化需求 4
（三）促进市场细分与品牌创新 4
四、小众品牌市场定位与营销策略存在的问题 5
（一）目标市场选择模糊 5
（二）促销活动缺乏创意 5
（三）品牌传播力度不足 6
（四）数字化营销投入不足 6
五、小众品牌市场定位与营销策略的对策 7
（一）明确市场定位 7
（二）优化营销策略执行 7
（三）提升品牌认知度 7
（四）加数字化营销投入 8
结 论 9
参考文献 10
摘要
在当今市场竞争日益激烈的环境下，小众品牌作为一股新兴力量，正逐渐崭露头角。它们以其独特的品牌魅力和精准的市场定位，赢得了越来越多消费者的青睐。然而，小众品牌在发展过程中也面临着诸多挑战，尤其是在市场定位与营销策略方面。如何明确目标市场，制定有效的营销策略，提升品牌认知度，并应对数字化营销的挑战，成为小众品牌亟需解决的问题。本研究对市场定位理论、营销策略理论和小众品牌理论进行了系统梳理，为后续研究奠定了理论基础。接着，从提升品牌竞争力、满足消费者多元化需求以及促进市场细分与品牌创新三个方面，深入分析了小众品牌市场定位与营销策略的重要性。在此基础上，本研究进一步探讨了小众品牌在市场定位与营销策略方面存在的问题，如目标市场选择模糊、促销活动缺乏创意、品牌传播力度不足以及数字化营销投入不足等。针对这些问题，本研究提出了明确市场定位、优化营销策略执行、提升品牌认知度以及应对数字化营销挑战等对策。最后，本研究对小众品牌市场定位与营销策略的未来研究方向进行了展望。
关键词：小众品牌；市场定位；营销策略
Abstract
In today's increasingly fierce market competition environment, niche brands, as an emerging force, are gradually emerging. With their unique brand charm and accurate market positioning, they win the favor of more and more consumers. However, niche brands also face many challenges in the development process, especially in the market positioning and marketing strategy. How to clarify the target market, develop effective marketing strategies, enhance brand awareness, and respond to the challenges of digital marketing has become an urgent problem for niche brands to solve. This study systematically combs the theories of market positioning, marketing strategy and niche brand, and lays a theoretical foundation for the subsequent research. Then, the importance of market positioning and marketing strategy of niche brands is deeply analyzed from the three aspects of enhancing brand competitiveness, meeting the diversified needs of consumers, and promoting market segmentation and brand innovation. On this basis, this study further discusses the problems existing in the market positioning and marketing strategy of niche brands, such as vague selection of target market, lack of creativity in promotional activities, lack of brand communication, and insufficient investment in digital marketing. In view of these problems, this research puts forward some countermeasures, such as clarifying the market positioning, optimizing the implementation of marketing strategy, enhancing the brand awareness, and coping with the challenges of digital marketing. Finally, this study prospects the future research direction of market positioning and marketing strategy of niche brands.
Keywords： Niche brand; market positioning; marketing strategy
目 录
摘要 I
Abstract II
一、绪论 1
（一）研究背景及意义 1
（二）国内外研究现状 1
（三）研究目的和内容 2
二、相关理论概述 3
（一）市场定位理论 3
（二）营销策略理论 3
（三）小众品牌理论 3
三、小众品牌市场定位与营销策略的重要性 4
（一）提升品牌竞争力 4
（二）满足消费者多元化需求 4
（三）促进市场细分与品牌创新 4
四、小众品牌市场定位与营销策略存在的问题 5
（一）目标市场选择模糊 5
（二）促销活动缺乏创意 5
（三）品牌传播力度不足 6
（四）数字化营销投入不足 6
五、小众品牌市场定位与营销策略的对策 7
（一）明确市场定位 7
（二）优化营销策略执行 7
（三）提升品牌认知度 7
（四）加数字化营销投入 8
结 论 9
参考文献 10
