本文以MK气泡酒初创公司的品牌定位策略为研究对象，期望经过对气泡酒市场环境进行深入分析，通过问卷调查找到MK品牌定位问题，并针对问题提出相应解决策略和方法，为MK品牌未来的品牌定位相关工作开展，以及其他遇到相似问题的气泡酒品牌提供理论借鉴。研究过程中，本文基于品牌动态定位模型对MK品牌定位环境进行研究，并基于CBBE模型对MK品牌现状进行问卷调查设计，经过对问卷调查结果的研究，深入分析MK品牌定位目前存在的问题，并提出MK品牌定位优化措施和保障措施。

       本文研究发现，MK的品牌定位存在目标市场选择不准确，品牌元素模糊，宣传力度不足和产品包装定价待完善四个核心问题。针对以上问题，本文从明确目标市场，凝练品牌元素，加强品牌推广，包装设计和定价双重升级四个方面提出优化措施。在准确选择目标市场上，基于市场调研结果，综合考虑威士忌普及度和饮用习惯等多种因素，选择广东省和北京市的25至40岁中高收入男性为目标消费人群，具有饮用威士忌和啤酒的饮用习惯，喜食海鲜，有高嘌呤血症的行为特征；在凝练品牌元素上，优先通过识别产品优势和评估公司资源，明确MK产品优势为“零嘌呤”和“威士忌酒”；接着基于产品优势，优化MK品牌的价值主张为“零嘌呤，畅饮威士忌”；在加强品牌宣传上，渠道方面深化线下渠道开拓，强化多渠道整合，宣传方面明星代言+达人种草，提升产品信赖度；在产品上口感和包装双重升级，提升产品好感度；价格上优化价格体系，打造小资轻奢品牌。在进行优化过程中，MK品牌还需要在资金，人才，制度，文化等方面建立保障措施。

       中国社会进入高速发展的阶段，对MK品牌来说，未来机会与挑战并存。5G时代的来临，智能AI的普及等新的变化，对未来的品牌营销进行了进一步革新，更使得整个产业链和营销环境发生根本性的变化，MK品牌需要与时俱进，拥抱变化，寻找机遇，迎接挑战。

       This article takes the brand positioning strategy of MK sparkling wine startup company as the research object. It is expected that through in-depth analysis of the sparkling wine market environment, a questionnaire survey will be conducted to identify MK brand positioning problems, and corresponding solutions and methods will be proposed to provide theoretical reference for the future brand positioning and related work of MK brand, as well as other sparkling wine brands that encounter similar problems. During the research process, this article conducted a study on the MK brand positioning environment based on the brand dynamic positioning model and designed a questionnaire survey on the current situation of the MK brand based on the CBBE model. After studying the results of the questionnaire survey, the current problems of MK brand positioning were analyzed in depth, and optimization and guarantee measures for MK brand positioning were proposed.

      This study found that MK's brand positioning has four core issues: inaccurate target market selection, vague brand elements, insufficient promotion efforts, and incomplete product packaging pricing. In response to the above issues, this article proposes optimization measures from four aspects: clarifying the target market, condensing brand elements, strengthening brand promotion, and upgrading packaging design and pricing. In accurately selecting the target market, based on market research results and considering various factors such as whiskey popularity and drinking habits, target high-income men aged 25-40 in Guangdong Province and Beijing as the target consumer group, with behavioral characteristics of drinking whiskey and beer, preferring seafood, and having hyperpurinemia. In terms of condensing brand elements, priority should be given to identifying product advantages and evaluating company resources, clarifying MK product advantages as "zero purine" and "whiskey"; Based on product advantages, optimize the value proposition of MK brand as "zero purine, drink whiskey freely"; In terms of strengthening brand promotion, we will deepen offline channel development, strengthen multi-channel integration, and promote celebrity endorsements and influencers to enhance product trust; In terms of packaging design and pricing, the taste and packaging of the product are upgraded to enhance the product's favorability; Optimize the pricing system and create a small budget and light luxury brand. During the optimization process, the MK brand also needs to establish security measures in terms of funding, talent, systems, culture, and other aspects.

      Chinese society has entered a stage of rapid development, and for the MK brand, future opportunities and challenges coexist. The advent of the 5G era and the popularization of intelligent AI have further revolutionized brand marketing in the future, leading to fundamental changes in the entire industry chain and marketing environment. MK brands need to keep up with the times, embrace changes, seek opportunities, and meet challenges.