摘要2019年中国市场经济持续腾飞，中国人民生活质量提高相应消费者对食物质量增加。食品行业前景向好，越来越多新企业涌入该市场，导致行业内竞争加剧，企业意识品牌力量重要性，纷纷进入新阶段‘策略型发展’——品牌营销策略，塑造自身独特品牌形象以及利用品牌营销活动扩大品牌知名度以此吸引消费者购买产品。本课题围绕麦轩品牌营销策略，采取SWOT、STP分析方法对其麦轩公司投入品牌营销活动持续增加、缺乏有效传播渠道以等现状进一步剖析。问题表现于品牌营销策略缺乏效益性，品牌传播渠道缺乏推广力度以及品牌营销活动面向消费群体单一性。形成原因有麦轩品牌营销策略缺乏战略性部署、受资金限制较大、没有参考市场主流传播途径等。作者针对所存在问题参考成功企业品牌营销策略案例与自身市场营销专业知识提出客观的措施与建议，为麦轩未来品牌营销策略规划提供借鉴。关键词：品牌形象营销策略宣传渠道AbstractIn2019,China'smarketeconomycontinuestotakeoff,andthequalityoflifeoftheChinesepeoplehasimprovedcorrespondingtotheincreaseinconsumers'qualityoffood.Theprospectsforthefoodindustryareimproving,andmoreandmorenewcompaniesarepouringintothemarket,leadingtointensifiedcompetitionintheindustry.Enterprisesareconsciousoftheimportanceofbrandpowerandhaveenteredanewstageof"strategicdevelopment"-brandmarketingstrategiestoshapetheiruniquebrandimageAndusebrandmarketingactivitiestoexpandbrandawarenesstoattractconsumerstobuyproducts.ThistopicfocusesonMAKHINbrandmarketingstrategy,adoptingSWOTandSTPanalysismethodstofurtheranalyzethecurrentsituationofMAKHINcompany'scontinuousincreaseinbrandmarketingactivitiesandlackofeffectivecommunicationchannels.Theproblemsaremanifestedinthelackofeffectivenessofbrandmarketingstrategies,thelackofpromotionofbrandcommunicationchannels,andtheunityofbrandmarketingactivitiesforconsumergroups.ThereasonsforthisincludethelackofstrategicdeploymentoftheMAKHINbrandmarketingstrategy,thegreaterfinancialconstraints,andthelackofreferencetomainstreammarketingchannelsinthemarket.Theauthorreferstothecaseofsuccessfulcorporatebrandmarketingstrategyandhisownmarketingexpertisetoprovideobjectivemeasuresandsuggestionsfortheexistingproblems,andprovidesreferenceforMAKHIN'Sfuturebrandmarketingstrategyplanning.Keywords:BrandimageMarketingStrategyPromotionChannel目录TOC\o"1-2"\h\uHYPERLINK\l"_Toc7356"一、引言PAGEREF_Toc73565HYPERLINK\l"_Toc8300"二、麦轩公司近三年品牌营销策略现状分析PAGEREF_Toc83005HYPERLINK\l"_Toc4220"（一）麦轩公司简介PAGEREF_Toc42206HYPERLINK\l"_Toc24220"（二）麦轩公司品牌