市场营销硕士论文

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青啤辽宁地区的营销模式探究

来源:学术堂 作者:周老师
发布于:2018-04-23 共3078字
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  摘要

  青岛啤酒 2017 年以品牌价值 1297.62 亿元连续 14 年蝉联中国啤酒行业首位。占市场份额达到 18%,居全国第二。能获得如此领先地位,离不开之前企业成功的市场营销策略。然而当前公司面临的营销环境产生了巨大变化,对其营销策略应当及时调整进行新的思考2014 年行业出现转弯点,国内啤酒销量出现二十多年来首次负增长,啤酒产量同比下降千分之九点六。行业同时也在进行扩张,过去以往实现增长的模式是快速收购扩张公司,这种方法已经被时代淘汰。正在改变的还有消费者对啤酒市场需求。未来的市场新趋势主要集中在推出高端产品和价格定位上;包装的改变对高档啤酒的销量有关键影响因素,所以包装上的创新给企业带来新的机会。易拉罐啤酒同时也是市场前景良好,有大的潜力发展空间,得到广泛运用。未来的啤酒在中、低档中出现瓶装酒的概率也大大降低。新兴渠道的发展最近期的就是电子商务。通过与互联网的结合,挑战和机会并存的啤酒行业,青岛啤酒需要重新重视这种营销模式的发展。积极适应环境的变化,改变以往的旧模式,实现企业与时俱进创新发展。

  本文首先叙述了对啤酒行业的发展以及行业所处环境发展分析,作为研究背景紧接着论述了青啤辽宁市场营销策略理论意义和实践研究意义,分类总结了及国内外相关学者的研究成果。包含了几个方面:品牌国际化的发展、渠道的营销、体育营销、以及品牌的营销。将 STP 理论、4P 理论作为研究基础和理论指导。总结出了辽宁分公司整体营销环境、现阶段的营销状况、以及营销管理中存在的问题,进行了详细的分析。最后运用 4P 理论就辽宁分公司营销策略进行了总结,结合 STP 理论对辽宁分公司所处的环境展开分析,并运用 SWOT 归纳出公司所面临的问题。找出其成功优势、劣势不足,提出针对性对策意见,并从产品品牌策略、渠道策略、价格策略、促销策略等方面制定了适合辽宁分公司发展的市场营销策略。

  关键词:青岛啤酒,营销策略, SWOT,4P 策略Research on marketing strategy of Tsingtao Brewery。

 

  Abstract

  Tsingtao Brewery won the first place in Chinese beer industry for 14 consecutiveyears with brand value of 129 billion 762 million yuan in 2017. Accounted for 18% of themarket share, ranking second in the country. To get such a leading position, it isinseparable from the successful marketing strategy of the previous enterprises. However,the marketing environment faced by the company has changed greatly, and the marketingstrategy should be adjusted in time.In 2014, there was a turning point in the industry. Domestic sales of beer dropped forthe first time in more than two decades and beer production dropped 9.6% from a yearearlier. The industry is exaggerating at the same time. In the past, the pattern of growth inthe past was the rapid acquisition of expansion companies. This method has beeneliminated by the times. What is changing is the consumer demand for the beer market.

  The new market trends in the future are mainly focused on the introduction of high-endproducts and price positioning; changes in packaging have key influencers on the sales ofpremium beer, so innovations in packaging bring new opportunities for the business. Cansbeer is also a good market prospects, there is great potential for space for development, hasbeen widely used. The future of beer in the low-grade appear in the probability of bottledwine is also greatly reduced. The most recent development of emerging channels ise-commerce. Tsingtao Brewery needs to re-emphasize the development of this marketingmodel through the beer industry that combines with the Internet, challenges andopportunities. Actively adapt to changes in the environment, change the old model of thepast to achieve enterprise innovation and development with the times.

  This article first describes the development of beer industry and industry environmentdevelopment analysis, as a research background. Then it discusses the meaning ofTsingtao-Liaoning marketing strategy theory and practical significance, summarizes theresearch results of relevant scholars at home and abroad. Contains several aspects: thedevelopment of international brands, marketing channels, sports marketing, and brandmarketing. The STP theory, 4P theory as a research foundation and theoretical guidance.Summed up the overall marketing environment of Liaoning Branch, the current state ofmarketing, as well as marketing management problems, conducted a detailed analysis. Atlast, this paper summarizes the marketing strategy of Liaoning Branch by 4P theory,analyzes the environment of Liaoning branch with STP theory, and sums up the problemsfacing the company by using SWOT. Find out its advantages of success, disadvantages, putforward countermeasures and suggestions, and from the product brand strategy, channelstrategy, price strategy, promotion strategy developed for Liaoning branch of thedevelopment of marketing strategy.

  Key words: Tsingtao Brewery, marketing strategy, SWOT, 4P strategy
 

  目录

                                                                                                                                                                                                                                                               
  第 1 章 绪论                                                                                                                      
  1 1 研究背景                                                                                                                  
  1 2 研究意义                                                                                                                 
  1 2 1 理论意义                                                                                                       
  1 2 2 现实意义                                                                                                       
  1 3 国内外研究动态                                                                                                     
  1 3 1 国外研究动态                                                                                             
  1 3 2 国内研究动态                                                                                                
  1 4 研究内容和研究方法                                                                                             
  1 4 1 研究内容                                                                                                       
  1 4 2 研究方法                                                                                                       
  1 5 研究的特色与创新点                                                                                           
  1 6 本章小结 
                                                                                                                
  第 2 章 基本理论概述                                                                                                    
  2 1 营销管理过程                                                                                                      
  2 2 STP 分析                                                                                                              
  2 3 市场营销组合策略                                                                                              
  2 4 本章小结    
                                                                                                        
  第 3 章 青岛啤酒辽宁分公司市场营销现状                                                               
  3 1 青岛啤酒辽宁分公司概况                                                                                   
  3 1 1 青岛啤酒公司概况                                                                                      
  3 1 2 青岛啤酒辽宁分公司概况                                                                         
  3 2 青岛啤酒辽宁分公司营销策略存在问题                                                           
  3 2 1 产品问题分析                                                                                            
  3 2 2 价格体系分析                                                                                             
  3 2 3 渠道推广分析                                                                                            
  3 2 4 促销方式分析                                                                                            
  3 3 本章小结     
                                                                                                        
  第 4 章 青岛啤酒辽宁分公司发展环境分析                                                              
  4 1 我国啤酒行业环境及发展趋势                                                                           
  4 1 1 我国啤酒行业发展状况                                                                             
  4 1 2 我国啤酒行业的特点                                                                                
  4 2 青岛啤酒辽宁分公司 SWOT 分析                                                                   
  4 2 1 优势分析                                                                                                 
  4 2 2 劣势分析                                                                                                    
  4 2 3 机会分析                                                                                                    
  4 2 4 威胁分析                                                                                                      
  4 3 本章小结 
                                                                                                              
  第 5 章 青岛啤酒辽宁分公司 STP 分析                                                                        
  5 1 青岛啤酒辽宁分公司市场细分                                                                          
  5 2 青岛啤酒辽宁分公司目标市场                                                                           
  5 3 青岛啤酒辽宁分公司市场定位                                                                           
  5 4 本章小结   
                                                                                                             
  第 6 章 青岛啤酒辽宁分公司营销组合策略                                                                
  6 1 产品策略                                                                                                               
  6 1 1 产品商标样式的创新                                                                                 
  6 1 2 产品包装材质的创新                                                                                 
  6 1 3 产品功能的增加                                                                                          
  6 1 4 产品口味的改变                                                                                         
  6 2 渠道策略                                                                                                             
  6 2 1 巩固现有渠道                                                                                            
  6 2 2 拓展新型渠道                                                                                             
  6 2 3 拓宽海外渠道                                                                                             
  6 3 价格策略                                                                                                               
  6 3 1 保持传统高端价位                                                                                      
  6 3 2 增加定制高端价位                                                                                     
  6 4 促销策略                                                                                                               
  6 4 1 体育促销策略                                                                                            
  6 4 2 明星效应促销策略                                                                                     
  6 4 3 地区细化促销策略                                                                                     
  6 4 4 特色广告促销策略                                                                                     
  6 5 本章小结  
                                                                                                          
  第 7 章 青岛啤酒辽宁地区营销策略实施重点与保障                                                 
  7 1 实施重点                                                                                                            
  7 1 1 引入电子商务营销模式                                                                           
  7 1 2 提升核心竞争力                                                                                         
  7 1 3 积极利用新媒体进行整合营销传播                                                          
  7 2 实施保障                                                                                                               
  7 2 1 组织结构保障                                                                                            
  7 2 2 营销团队保障                                                                                             
  7 2 3 市场信息保障                                                                                             
  7 3 本章小结 
                                                                                                            
  第 8 章结论与展望                                                                                                            
  参考文献                                                                                                                           
  在学期间研究成果                                                                                                           
  致谢                                                                                                                                    

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