摘要近年来，国内咖啡行业日渐火热，咖啡文化蓬勃发展，不仅有大型的国际企业占领了大部分的市场，同样也有小型的国内企业要进来分一杯羹，此时，品牌在日益同质化的咖啡行业竞争中越来越成为取胜的关键，品牌营销对于品牌的建立至关重要。本文采用了现场调查等分析方法，对于水咖啡的品牌营销问题进行了分析。结果发现，水咖啡在品牌营销上出现了以下的问题：品牌定位和市场细分与品牌理念出现了偏差，缺乏品牌个性，没有找到合适的品牌推广途径等等问题。在深入分析导致以上问题的基础之上，本文针对性地提出了建立品牌、突出品牌个性、进行品牌推广等解决对策。本文的意义在于，在汕头咖啡行业市场逐渐饱和的今天，以品牌营销的观点对于咖啡行业的营销问题进行分析与提出对策，其结论可以作为水咖啡今后品牌发展的参考，亦可作为同类企业在进行品牌营销时的参考。关键词：品牌建立品牌营销品牌发展AbstractInrecentyears,thedomesticcoffeeindustryhasbecomeincreasinglyhotandcoffeeculturehasflourished.Notonlylargeinternationalcompanieshaveoccupiedmostofthemarket,butalsosmalldomesticcompanieshavetocomeintoshareacup.Atthistime,thebrandisincreasinglyhomogenizingcoffee.Industrycompetitionisbecomingthekeytosuccess.Brandmarketingisveryimportantforbrandbuilding.Thispaperusesfieldsurveyandotheranalysismethodstoanalyzethebrandmarketingissuesofwatercoffee.Itwasfoundthatwatercoffeehadthefollowingproblemsinbrandmarketing:brandpositioningandmarketsegmentationdeviatedfromthebrandconcept,lackedbrandpersonality,andfailedtofindasuitablebrandpromotionchannel.Basedonanin-depthanalysisoftheproblemsthathaveledtotheaboveproblems,thisarticleproposessolutionstoestablishthebrand,highlightthepersonalityofthebrand,andcarryoutbrandpromotion.Thesignificanceofthisarticleliesinthefactthattoday'scoffeemarketinShantouisgraduallysaturated.Fromtheperspectiveofbrandmarketing,thecoffeeindustry'smarketingproblemsareanalyzedandcountermeasuresaremade.Theconclusionscanbeusedasareferenceforthefuturedevelopmentofwatercoffeebrands,andcanalsobeusedbysimilarcompaniesinthefuture.Keywords:BrandBuildingBrandMarketingBrandDevelopment目录TOC\o"1-2"\h\uHYPERLINK\l_Toc13439一、引言PAGEREF_Toc134391HYPERLINK\l_Toc30646二、相关的概念PAGEREF_Toc306461HYPERLINK\l_Toc32415（一）品牌概述PAGEREF_Toc324151HYPERLINK\l_Toc2342（二）品牌营销理论PAGEREF_Toc23422HYPERLINK\l_Toc6397三、水咖啡品牌简介及品牌营销环境分析PAGEREF_Toc63973HYPERLINK\l_Toc29606（一）水咖啡品牌简介PAGEREF_Toc296063HYPERLINK\l_Toc15313（二）品牌营销外部环境分析PAGEREF_Toc153133