本文選題：藍(lán)帶啤酒 + 營(yíng)銷策略�。� 參考：《華中農(nóng)業(yè)大學(xué)》2013年碩士論文

【摘要】：改革開(kāi)放三十年來(lái),中國(guó)經(jīng)濟(jì)取得了迅猛的發(fā)展,各行業(yè)都進(jìn)入了高速發(fā)展的歷史時(shí)期。進(jìn)入二十世紀(jì)九十年代中后期,中國(guó)啤酒產(chǎn)業(yè)進(jìn)入了高速發(fā)展的時(shí)期,逐步成熟。黑龍江地區(qū)的啤酒銷量增長(zhǎng)迅猛。2012年,黑龍江啤酒市場(chǎng)總?cè)萘繛?09萬(wàn)千升,哈爾濱市人均消費(fèi)約85升,哈爾濱作為中國(guó)啤酒的發(fā)源地,歷來(lái)是各大啤酒企業(yè)的必爭(zhēng)之地。哈爾濱、雪花、青島三大企業(yè)都對(duì)黑龍江市場(chǎng)虎視眈眈,垂涎三尺。面對(duì)啤酒消費(fèi)容量如此大的市場(chǎng),競(jìng)爭(zhēng)激烈,再所難免。黑龍江藍(lán)帶啤酒占據(jù)高端聽(tīng)裝產(chǎn)品的主導(dǎo)地位,青島啤酒通過(guò)奧運(yùn)營(yíng)銷策略在2008年開(kāi)始搶占黑龍江的啤酒市場(chǎng)份額。雪花作為銷量第一的啤酒品牌,也對(duì)黑龍江啤酒市場(chǎng)覬覦已久。本文正是在此背景下撰寫,通過(guò)對(duì)知名啤酒品牌——藍(lán)帶啤酒差異化營(yíng)銷的實(shí)證分析,對(duì)藍(lán)帶啤酒后繼的市場(chǎng)營(yíng)銷策略加以理論性指導(dǎo)和參考,使藍(lán)帶啤酒能夠在黑龍江市場(chǎng)以更優(yōu)更合理的策略發(fā)展是本文的寫作目的。 首先,本論文就選題背景和藍(lán)帶啤酒在黑龍江市場(chǎng)的發(fā)展?fàn)顩r進(jìn)行說(shuō)明,然后對(duì)于黑龍江市場(chǎng)的外部宏觀環(huán)境和競(jìng)爭(zhēng)對(duì)手的市場(chǎng)運(yùn)作情況進(jìn)行分析,在此部分的基礎(chǔ)上通過(guò)SWOT分析的方式對(duì)于藍(lán)帶啤酒黑龍江市場(chǎng)的后繼操作重點(diǎn)進(jìn)行定性的分析,然后通過(guò)2010年-2012年銷售數(shù)據(jù)的定量分析,評(píng)價(jià)藍(lán)帶啤酒在黑龍江市場(chǎng)的促銷效果；最后通過(guò)定性和定量分析的總結(jié),完善出一套適合藍(lán)帶啤酒的理論分析體系,對(duì)藍(lán)帶啤酒的銷售策略(主要是贈(zèng)品促銷方式)進(jìn)行理論性的分析評(píng)價(jià),為今后的實(shí)施給予相關(guān)理論性指導(dǎo)建議。
[Abstract]:Since the reform and opening up 30 years ago, China's economy has made rapid development, and all industries have entered the historical period of rapid development. In the middle and late 1990s, China's beer industry has entered a period of rapid development, gradually mature. In 2012, the total capacity of Heilongjiang beer market was 2.9 million liters, and the per capita consumption of Harbin was about 85 liters. Harbin, as the birthplace of Chinese beer, has always been a necessary place for beer enterprises. Harbin, snow, Qingdao three major enterprises are eyeing Heilongjiang market covetously, salivating. In the face of beer consumption capacity of such a large market, fierce competition, and inevitable. Blue Ribbon occupies the leading position in high-end products, and Tsing Tao Beer began to seize the beer market share of Heilongjiang in 2008 through the Olympic marketing strategy. Snow as the first-selling beer brand, but also the Heilongjiang beer market coveted for a long time. This article is written under this background, through the empirical analysis to the well-known beer brand-Blue Ribbon differential marketing, carries on the theoretical guidance and the reference to the subsequent marketing strategy of Blue Ribbon. The purpose of this paper is to enable Blue Ribbon to develop better and more reasonably in Heilongjiang market. First of all, this paper explains the background of the topic and the development of Blue Ribbon in Heilongjiang market, and then analyzes the external macro environment of Heilongjiang market and the market operation of competitors. On the basis of this part, through the way of SWOT analysis, the following operation focus of Blue Ribbon Heilongjiang market is qualitatively analyzed, and then the quantitative analysis of sales data from 2010 to 2012 is carried out. To evaluate the promotion effect of Blue Ribbon in Heilongjiang market; finally, through qualitative and quantitative analysis, to perfect a set of theoretical analysis system suitable for Blue Ribbon, This paper makes a theoretical analysis and evaluation of Blue Ribbon's sales strategy (mainly the way of promotion of gifts), and gives relevant theoretical guidance and suggestions for the future implementation.
【學(xué)位授予單位】：華中農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.82

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本文編號(hào)：1810259