摘 要
在当今全球化市场竞争日益激烈的背景下，企业品牌定位成为提升市场竞争力的关键因素。本研究旨在探讨品牌定位与市场竞争力之间的内在联系，通过对企业品牌定位策略的系统分析，揭示其对市场表现的影响机制。研究采用定性与定量相结合的方法，选取多个行业具有代表性的企业样本，运用问卷调查、深度访谈及数据分析等手段，从品牌认知度、美誉度、忠诚度等多个维度进行综合评估。研究发现，精准的品牌定位能够显著提升企业的市场份额和盈利能力，增强消费者的品牌粘性。创新之处在于构建了品牌定位效果评价模型，该模型不仅考虑了传统营销要素，还引入了数字化传播和社会责任等新兴变量，为现代企业提供了更具操作性的品牌建设指导。研究结果表明，良好的品牌定位是企业在复杂多变的市场环境中保持竞争优势的重要保障，为企业制定科学合理的品牌战略提供了理论依据和实践参考。
关键词：品牌定位；市场竞争力；品牌认知度
Abstract
In the context of increasingly fierce global market competition, corporate brand positioning has become a critical factor in enhancing market competitiveness. This study aims to explore the intrinsic relationship between brand positioning and market competitiveness by systematically analyzing corporate brand positioning strategies and revealing their impact mechanisms on market performance. Utilizing a combination of qualitative and quantitative methods, this research selects representative enterprise samples from multiple industries, employing surveys, in-depth interviews, and data analysis to comprehensively evaluate dimensions such as brand awareness, reputation, and customer loyalty. The findings indicate that precise brand positioning can significantly increase market share and profitability while enhancing consumer brand stickiness. An innovative contribution of this study is the construction of a brand positioning effectiveness evaluation model, which not only incorporates traditional marketing elements but also introduces emerging variables such as digital dissemination and social responsibility, providing modern enterprises with more operational guidance for brand building. The results demonstrate that effective brand positioning is essential for maintaining competitive advantages in complex and dynamic market environments, offering theoretical foundations and practical references for formulating scientific and rational brand strategies.
Keywords: Brand Positioning；Market Competitiveness；Brand Awareness
目 录
摘 要 I
Abstract II
一、绪论 1
（一）企业品牌定位与市场竞争力的研究背景 1
（二）国内外研究现状综述 1
二、品牌定位对企业竞争力的影响 2
（一）品牌定位的理论基础 2
（二）品牌定位对竞争优势的作用 2
（三）案例分析 3
三、市场环境对品牌定位的制约 3
（一）宏观经济环境的影响 4
（二）行业竞争态势分析 4
（三）消费者需求变化趋势 5
四、构建有效的品牌定位策略 5
（一）明确品牌核心价值 5
（二）差异化竞争战略选择 6
（三）实施与调整品牌定位 6
结 论 7
致 谢 8
参考文献 9
