本文關(guān)鍵詞：金種子酒營銷策略的財(cái)務(wù)績(jī)效評(píng)價(jià)與優(yōu)化研究　出處：《東華大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

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【摘要】：金種子酒集團(tuán)在2012年之前,憑借其中低端的柔和種子酒系列成功席卷了安徽白酒市場(chǎng)的大規(guī)模席位,然而2012年,限制“三公消費(fèi)”政策打破了眼前的延綿盛世,由此白酒行業(yè)進(jìn)入漫長的深度調(diào)整期。金種子酒在此期間的業(yè)績(jī)表現(xiàn)則使人大跌眼鏡,營業(yè)收入和凈利潤相較于同行業(yè)的其他企業(yè)均呈現(xiàn)大幅降低的趨勢(shì)。對(duì)其費(fèi)用進(jìn)行分析后,發(fā)現(xiàn)營銷費(fèi)用的占比從2013年開始驟增,使得金種子酒的財(cái)務(wù)業(yè)績(jī)表現(xiàn)不佳。是否因?yàn)榻鸱N子酒不恰當(dāng)?shù)臓I銷策略對(duì)財(cái)務(wù)績(jī)效產(chǎn)生重大不利影響?如何通過改進(jìn)其營銷策略來提升其財(cái)務(wù)績(jī)效呢?這些都是本文要探究的問題。本文共分為五個(gè)章節(jié),第一章緒論部分主要引入本文的研究背景及意義,對(duì)研究的內(nèi)容和方法進(jìn)行簡(jiǎn)要概括。第二章是理論支撐部分,概述了本文對(duì)營銷策略研究所參考的4P組合原理,對(duì)財(cái)務(wù)績(jī)效的評(píng)價(jià)方法等理論及文獻(xiàn)。第三章是論題的思路引入,從金種子酒不佳的業(yè)績(jī)表現(xiàn)入手,通過對(duì)財(cái)務(wù)績(jī)效評(píng)價(jià)指標(biāo)的分析發(fā)現(xiàn),造成業(yè)績(jī)下滑的主要的原因是營銷費(fèi)用的不當(dāng)投入,而營銷費(fèi)用又是營銷策略的財(cái)務(wù)表現(xiàn)。因此,將金種子酒營銷策略對(duì)財(cái)務(wù)績(jī)效的影響作為本文的主要研究對(duì)象。第四章將營銷策略4P組合中的兩個(gè)P,產(chǎn)品和定價(jià)放在一起討論其產(chǎn)品和定價(jià)的現(xiàn)狀,通過多種圖表數(shù)據(jù)對(duì)產(chǎn)品和定價(jià)的財(cái)務(wù)績(jī)效進(jìn)行評(píng)價(jià),并提出優(yōu)化對(duì)策。從金種子酒的產(chǎn)品和定價(jià)現(xiàn)狀來看,產(chǎn)品和定價(jià)主攻中低端白酒市場(chǎng)的營銷策略已經(jīng)受到?jīng)_擊,隨著銷售收入的減少,通過銷量來彌補(bǔ)利潤單薄的思路遭遇更加激烈的市場(chǎng)競(jìng)爭(zhēng),不僅無法達(dá)到預(yù)期業(yè)績(jī),反而無法打造品牌效應(yīng),產(chǎn)品和定價(jià)的營銷策略亟待優(yōu)化。第五章將另外兩個(gè)P,渠道和促銷的營銷策略進(jìn)行現(xiàn)狀分析、財(cái)務(wù)績(jī)效評(píng)價(jià)以及優(yōu)化對(duì)策的探討。在渠道方面,與經(jīng)銷商進(jìn)行合作時(shí),應(yīng)收賬款周轉(zhuǎn)效率需要企業(yè)重視起來,這對(duì)經(jīng)銷商的選擇尤為重要。而大量促銷費(fèi)用的投入不但未達(dá)到提升財(cái)務(wù)績(jī)效的目的,反而造成營銷費(fèi)用無效利用的局面,使得凈利潤大幅下降,營業(yè)總成本過高。
[Abstract]:Before 2012, Golden seed Liquor Group successfully swept the large market seat of Anhui Liquor by virtue of its low-end soft seed liquor series, but in 2012. The policy of restricting "three public consumption" broke the present extended prosperous times, thus the liquor industry entered a long period of deep adjustment. The performance of golden seed wine during this period is a big surprise. Compared with other enterprises in the same industry, the operating income and net profit show a significant downward trend. After analyzing their expenses, it is found that the proportion of marketing expenses has increased sharply since 2013. The financial performance of golden seed wine is not good. Is it because the inappropriate marketing strategy of golden seed wine has a significant negative impact on financial performance? How to improve its marketing strategy to improve its financial performance? This paper is divided into five chapters. The first chapter introduces the background and significance of this paper. The second chapter is the theoretical support part, which summarizes the 4P combination principle of the marketing strategy research. The third chapter is the introduction of ideas on the topic, starting with the poor performance of golden seed wine, through the analysis of the financial performance evaluation indicators. The main reason for the decline in performance is the improper investment of marketing expenses, which in turn is the financial performance of marketing strategies. The main research object of this paper is the influence of golden seed wine marketing strategy on financial performance. Chapter 4th discusses the current situation of the products and pricing of the two products and pricing in the marketing strategy 4P combination. The financial performance of product and pricing was evaluated by various chart data, and the optimization countermeasures were put forward. From the point of view of product and pricing status of golden seed wine. The marketing strategy of products and pricing which mainly focus on the middle and low end liquor market has been impacted. With the decrease of sales income, the idea of making up for the thin profit through sales volume has encountered more fierce market competition. Not only can not achieve the expected performance, but can not create brand effect, the product and pricing of the marketing strategy to be optimized. Chapter 5th will be the other two P, channel and promotion marketing strategies for the status quo analysis. Financial performance evaluation and optimization countermeasures. In terms of channels, when cooperating with dealers, the turnover efficiency of accounts receivable needs the attention of enterprises. This is particularly important for the choice of dealers. And a large number of promotional costs not only did not achieve the purpose of improving financial performance, but also caused the situation of ineffective use of marketing expenses, which led to a substantial decline in net profit. The total operating cost is too high.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F406.7;F426.82

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