摘要:鹤兴陈皮酒是东台天成酒业出品的一款黄酒，它具有悠久的历史，加上其具有补气血、益肝强肾、舒经活络、开胃理气之功效,在东台这片地区上小有名气。但是近年来，由于种种原因，陈皮酒的品牌越来越不具有影响力，在市场上的竞争力也大不如从前。所以，我们通过对陈皮酒进行市场调查，分析其营销环境、总结出鹤兴品牌营销的优势、劣势、机会和威胁，并据此制定一系列的品牌营销推广方案。在调查中，我们发现鹤兴陈皮酒在消费者心目中的定位是模糊的，和其它品牌的陈皮酒也没有较大的差异，不能突出自己的优势，也没有注重品牌的维护和宣传，所以我们要对鹤兴陈皮酒进行重新定位、包装推广，定位为以宣传养生功效为主，中国红文化为辅的养生酒，品牌口号是“一品养生酒，一品中国红”。并在此定位的基础上做出一个完整的品牌推广策划全案，来重新开拓东台市场，为以后打开全国市场做好铺垫。

关键词 鹤兴陈皮酒；中国红文化；品牌营销战略；品牌营销传播策略

Abstract:HeXing dongtai tiancheng, dried tangerine or orange peel wine is wine produced a dried tangerine or orange peel wine, it has a long history, with its strong up with and liver kidney, shu channels, appetizers spleen efficacy in dongtai a minor celebrity in this area. But in recent years, due to various reasons, dried tangerine or orange peel wine brand less influential, is less competitive in the market. So, we through to the dried tangerine or orange peel wine market investigation, and analysis the marketing environment, sums up the HeXing brand marketing strengths, weaknesses, opportunities and threats, and formulated a series of brand marketing promotion plan according to it. Under investigation, we found that the HeXing dried tangerine or orange peel wine is obscure in the eyes of consumers, and other brands of dried tangerine or orange peel wine also does not have the big difference, can't highlight your advantages, also did not pay attention to brand maintenance and propaganda, so we have to reposition for cranes and dried tangerine or orange peel wine packaging, positioning for the effect to promote health is given priority to, Chinese red culture is complementary health wine, brand slogan is "tasting a bite health wine,tasting a bite Chinese red ". And based on this to make a complete brand promotion planning, entire case is to exploit market, open the national market for later.

Keywords HeXing dried tangerine or orange peel wine Chinese red culture Brand marketing strategy Brand marketing communication strategy