本文選題：啤酒玻璃瓶　切入點：波特五力模型　出處：《西南交通大學》2013年碩士論文

【摘要】：啤酒是長盛不衰的國際飲料,在過去的半個世紀里,世界啤酒產量保持持續(xù)增長。不僅如此,亞洲尤其中國啤酒的快速增長,成為當今世界啤酒增長的主要拉動力。而我國啤酒行業(yè)的持續(xù)性增長,必然會帶動玻璃瓶罐行業(yè)的同步增長。但是目前國內玻璃行業(yè)整體技術水平比較落后,管理較為混亂,行業(yè)正處于整合的黃金階段,隨著啤酒行業(yè)對包裝質量的不斷提升,中國玻璃瓶罐行業(yè)面臨著前所未有的發(fā)展機遇。因此,在現(xiàn)階段研究啤酒玻璃行業(yè)市場營銷具有重要理論及現(xiàn)實意義。 本文在回顧了市場營銷相關理論PEST分析法、波特五力分析、4P分析和SWOT分析的基礎上,首先對我國啤酒瓶行業(yè)的營銷現(xiàn)狀從外部環(huán)境和行業(yè)競爭環(huán)境兩個方面進行了分析,隨后結合TH公司內部營銷現(xiàn)狀和市場戰(zhàn)略進行了分析,制定了TH公司的市場定位,最后從產品策略分析、產品價格分析、渠道策略分析和促銷策略分析等方面對TH公司的的營銷策略進行設計,并對TH公司提出營銷策略實施的建議。 本人結合多年從事啤酒玻璃制造業(yè)營銷工作的實踐經驗和相關理論知識,對TH公司所處的行業(yè)運用PEST分析法和SWOT分析法進行了分析,對啤酒瓶行業(yè)的發(fā)展趨勢和未來前景進行了深入地、全方面地分析,為我國啤酒瓶行業(yè)內其他企業(yè)的生產、發(fā)展規(guī)劃,提供一定的參考借鑒意義。
[Abstract]:Beer is an everlasting international drink. Over the past half century, world beer production has continued to grow. Not only that, but also the rapid growth of beer in Asia, especially in China. The sustained growth of the beer industry in our country will certainly lead to the synchronous growth of the glass bottle and can industry. But at present, the overall technical level of the domestic glass industry is relatively backward and the management is relatively chaotic. The industry is in the golden stage of integration. With the continuous improvement of packaging quality in the beer industry, China's glass bottle and jar industry is facing unprecedented development opportunities. It is of great theoretical and practical significance to study the marketing of beer glass industry at the present stage. On the basis of reviewing the related theories of marketing, such as PEST analysis, Porter's five-force analysis and SWOT analysis, this paper firstly analyzes the present situation of beer bottle industry in China from two aspects: external environment and competition environment. Then, combining with the internal marketing situation and marketing strategy of th Company, the paper makes the market positioning of th Company. Finally, it analyzes the product strategy and the price of the product. The marketing strategy of th company is designed in the aspects of channel strategy analysis and promotion strategy analysis, and the suggestion of implementing marketing strategy is put forward to th company. Combining with the practical experience and relevant theoretical knowledge of the beer glass manufacturing industry for many years, I analyze the industry of th company by using PEST analysis and SWOT analysis. The development trend and future prospect of beer bottle industry are analyzed in depth and in all aspects, which provides a reference for the production and development planning of other enterprises in the beer bottle industry of our country.
【學位授予單位】：西南交通大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.82

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本文編號：1657000