在消费者品牌意识的强化与中国品牌建设崛起的背景下，作为中国速溶茶品牌的代表，D公司在市场竞争中突显乏力，净利润率偏低、品牌价值不高。 首先，本文基于D公司2015-2017年的财务报表对公司经营状况进行了分析，并通过内部访谈总结了其变化的原因。研究发现，D公司净利润率近年来增长较快，主要原因有两个：一是主营业务成本控制能力增强，二是财务杠杆提高。虽然增速较快，但D公司的净利润率仍不及行业平均水平。未能将成本控制和财务优势转为净利润，这暴露出D公司在市场营销和品牌定位方面的缺陷。 其次，本文基于4P理论，与对标企业进行对比，从产品、价格、渠道、促销四个维度对D公司的品牌现状及其问题进行了分析。研究发现，D公司的营销存在产品价格远高于其他品牌、产品未能建立起与消费者互动的情感渠道、促销推广活动停滞等问题。这暴露出D公司在品牌定位方面亟需改进和优化的问题。 再次，本文基于品牌信用度模型和品牌价值评估模型，对D公司的品牌定位问题进行了多维度分析。研究发现，D公司品牌信用度较低，品牌价值不及茶行业平均水平。究其根源，主要原因在于D公司品牌利益承诺与注册商标的单义性不够明确，单一利益的对立性与持久性不强，品牌建设的岗位性与终端建设的稳定性一般，质量信息的透明性尚可，但媒体传播的可信性相对较低，目标顾客的精准性虽然相对较高，但品类需求的敏感性相对较低。 最后，本文基于核心竞争力和消费者行为理论，对D公司的品牌定位优化方案进行了研究。基于细分市场的问卷调查结果，本文提出，以一线城市、中等收入水平的健康体为目标市场；在产品定位方面，以健康和陪伴为切入点；在价格定位方面，引导准中高端消费；在渠道定位方面，偏重商务旅行场合；在传播定位方面，建立情感沟通和认同。 本文研究为解决D公司的品牌定位问题提供了更为科学、合理、全面的参考方案，也为其他存在品牌定位问题的企业进行自我诊断和自我优化提供了借鉴。

In the background of the strengthening of consumer brand awareness and the rise of Chinese brand building, as the representative of Chinese instant tea brand, D company is weak in market competition, low net profit margin and low brand value. Firstly, based on the financial statements of D Company from 2015 to 2017, this paper analyses the company's operating conditions, and summarizes the reasons for the changes through internal interviews. The research finds that the net profit margin of D company has increased rapidly in recent years. There are two main reasons: one is the strengthening of cost control ability of main business, the other is the improvement of financial leverage. Although the growth rate is fast, the net profit margin of D company is still below the industry average. Failure to convert cost control and financial advantages into net profits exposes the defects of D company in marketing and brand positioning. Secondly, based on the 4P theory and comparing with the counterpart enterprises, this paper analyses the current situation and problems of D company's brand from four dimensions: product, price, channel and promotion. The study found that D company's marketing problems are that product prices are much higher than other brands, products fail to establish emotional channels to interact with consumers, and promotion activities stagnate. This reveals that D company needs to improve and optimize its brand positioning. Thirdly, based on brand credit model and brand value evaluation model, this paper makes a multi-dimensional analysis of the brand positioning of D company. The research finds that D company's brand credit is low and its brand value is lower than the average level of tea industry. The main reasons are that the monotony of D company's brand interest commitment and registered trademark is not clear enough, the opposition and persistence of single interest is not strong, the post and terminal construction stability of brand construction is general,the transparency of quality information is well,but the credibility of media dissemination is relatively low, and the accuracy of target customers is relatively high, but the sensitivity of category needs is relatively high. Low. Finally, based on the core competitiveness and consumer behavior theory, this paper studies the brand positioning optimization scheme of D company. Based on the survey results of market segmentation, this paper puts forward that the target market is the healthy body of first-tier cities and middle-income level; in product positioning, health and companionship are the entry points; in price positioning, guide quasi-high-end consumption; in channel positioning, focus on business travel occasions; and in communication positioning, establish emotional communication and identity. This paper provides a more scientific, reasonable and comprehensive reference scheme for solving the problem of brand positioning of D Company, and also provides a reference for self-diagnosis and self-optimization of other enterprises with brand positioning problems.