中文摘要：随着市场竞争日益激烈，企业对市场营销策略与品牌建设的重视程度不断提升，二者之间的协同效应成为学术界和实践领域关注的核心议题。本研究以市场营销策略与品牌建设的关系为切入点，旨在探讨如何通过优化营销手段提升品牌价值，并为企业提供可操作性的理论框架。研究采用定量与定性相结合的方法，基于对国内外相关文献的系统梳理，选取了多个行业的典型案例进行深入分析，并通过问卷调查与结构方程模型验证假设。结果表明，精准的市场定位、差异化的营销策略以及持续的品牌传播是构建强大品牌资产的关键因素。此外，数字化时代的到来使得社交媒体与大数据技术在品牌建设中的作用愈发突出，这为传统营销模式带来了创新机遇。本研究的主要贡献在于提出了“动态适应型品牌建设模型”，强调企业在复杂多变的市场环境中应灵活调整营销策略以匹配品牌目标。该模型不仅丰富了现有理论体系，还为企业在实际运营中提供了明确的方向指引，具有重要的实践意义。
关键词：市场营销策略；品牌建设；动态适应型模型；社交媒体；品牌价值
Abstract：As market competition becomes increasingly intense, enterprises are paying greater attention to marketing strategies and brand building, with the synergistic effect between the two becoming a core issue of concern in both academic and practical domains. This study focuses on the relationship between marketing strategies and brand building, aiming to explore how optimizing marketing approaches can enhance brand value and provide enterprises with an operational theoretical fr amework. A combination of quantitative and qualitative methods was adopted, involving a systematic review of domestic and international literature, in-depth analysis of multiple industry case studies, and hypothesis validation through questionnaire surveys and structural equation modeling. The findings indicate that precise market positioning, differentiated marketing strategies, and continuous brand communication are key factors in constructing strong brand equity. Furthermore, the advent of the digital era has highlighted the growing importance of social media and big data technologies in brand building, presenting innovative opportunities for traditional marketing models. The primary contribution of this study is the proposal of a "Dynamic Adaptive Brand Building Model," which emphasizes the need for enterprises to flexibly adjust their marketing strategies to align with brand ob jectives in a complex and ever-changing market environment. This model not only enriches the existing theoretical system but also provides clear directional guidance for enterprises in practical operations, holding significant practical implications.
Key words：Marketing Strategy; Brand Building; Dynamic Adaptive Model; Social Media; Brand Value
