本文選題：SKFJ　切入點(diǎn)：營銷　出處：《山東理工大學(xué)》2015年碩士論文

【摘要】：SKFJ酒業(yè)有限公司坐落在儒家文化的發(fā)源地山東濟(jì)寧,主要以白酒生產(chǎn)為主業(yè),曾經(jīng)一度創(chuàng)造了輝煌的銷售歷史。但是隨著公司經(jīng)過高速發(fā)展的時期,進(jìn)入平穩(wěn)發(fā)展期,其一度強(qiáng)調(diào)文化對銷售的影響力,其營銷策略逐漸呈現(xiàn)單一化趨勢,與國內(nèi)、省內(nèi)一些知名白酒企業(yè)的競爭沒有明顯的特色優(yōu)勢。尤其是曾經(jīng)過于強(qiáng)調(diào)廣告效應(yīng),使得SKFJ酒業(yè)在品牌包裝、新產(chǎn)品開發(fā)、營銷渠道的構(gòu)建上存在一些丞待解決的問題,原有消費(fèi)者對品牌的忠誠度下降,開拓市場領(lǐng)域不足。本文主要以市場營銷為理論基礎(chǔ),通過對當(dāng)?shù)鼐哂幸欢ㄖ群陀绊懥Φ陌拙破髽I(yè)為研究對象,運(yùn)用營銷理論知識,采用實(shí)地調(diào)研、高層訪談、比較分析、問卷調(diào)查、模糊評價等方式方法,對當(dāng)前企業(yè)的營銷策略進(jìn)行診斷,找出問題,進(jìn)行實(shí)證分析和研究,首先根據(jù)SKFJ酒業(yè)市場營銷策略,構(gòu)建指標(biāo)評價體系,通過模糊評價得出分析結(jié)果。然后對本公司營銷環(huán)境進(jìn)行分析,主要采用PEST模型分析宏觀環(huán)境、波特五力模型進(jìn)行行業(yè)環(huán)境分析、SWOT進(jìn)行內(nèi)部環(huán)境分析,最后對其營銷策略進(jìn)行優(yōu)化,并制定支撐保障體系,從而為企業(yè)開啟新的市場營銷之路。
[Abstract]:SKFJ Liquor Co., Ltd. is located in Shandong Jining, the birthplace of Confucian culture, mainly in liquor production, once created a brilliant sales history.However, with the rapid development of the company and its steady development period, it once emphasized the influence of culture on sales, and its marketing strategy gradually presented a single trend, and domestic,There is no obvious characteristic advantage in the competition of some famous liquor enterprises in the province.Especially because of the emphasis on advertising effect, SKFJ wine industry has some problems to be solved in brand packaging, new product development and marketing channel construction. The original consumers' loyalty to the brand has declined, and the market area is insufficient.Based on the theory of marketing, this paper applies marketing theory knowledge, field investigation, high-level interview, comparative analysis, questionnaire survey to local liquor enterprises with certain popularity and influence.Fuzzy evaluation and other methods, the current enterprise marketing strategy diagnosis, find out the problem, empirical analysis and research, first according to the SKFJ wine marketing strategy, build an index evaluation system, through fuzzy evaluation to get the results of the analysis.Then we analyze the marketing environment of our company, mainly use PEST model to analyze the macro environment, Porter five forces model to carry on the industry environment analysis to carry on the internal environment analysis, finally to its marketing strategy carries on the optimization, and formulates the support safeguard system.Thus for the enterprise to open a new road of marketing.
【學(xué)位授予單位】：山東理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F426.82;F274

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