本文選題：青島啤酒 + 營(yíng)銷策略�。� 參考：《對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué)》2015年碩士論文

【摘要】：青島啤酒2014年以品牌價(jià)值950.16億元位列國(guó)內(nèi)啤酒業(yè)之首,同期市場(chǎng)份額達(dá)到18%,居全國(guó)第二。能獲得如此領(lǐng)先地位,離不開(kāi)其之前成功的市場(chǎng)營(yíng)銷策略。然而當(dāng)前公司面臨的營(yíng)銷環(huán)境產(chǎn)生了較大變化,對(duì)其營(yíng)銷策略應(yīng)當(dāng)賦予新的思考。首先是行業(yè)出現(xiàn)“拐點(diǎn)”,國(guó)內(nèi)啤酒銷量出現(xiàn)二十多年來(lái)首次負(fù)增長(zhǎng),2014年啤酒產(chǎn)量同比下降0.96%。行業(yè)擴(kuò)張方式也發(fā)生變化,通過(guò)并購(gòu)來(lái)實(shí)現(xiàn)公司迅速擴(kuò)張的增長(zhǎng)模式已不可持續(xù)。其次啤酒市場(chǎng)需求隨著消費(fèi)層級(jí)的提升正在發(fā)生改變。一方面產(chǎn)品價(jià)格高端化是未來(lái)的新趨勢(shì),另一方面啤酒消費(fèi)習(xí)慣也隨之改變,未來(lái)瓶裝中低端啤酒的市場(chǎng)會(huì)縮小,高端啤酒和易拉罐裝啤酒的市場(chǎng)發(fā)展?jié)摿Ω�。三是互�?lián)網(wǎng)發(fā)展對(duì)啤酒行業(yè)營(yíng)銷模式帶來(lái)挑戰(zhàn)和機(jī)會(huì),電子商務(wù)的興起使電商平臺(tái)成為了新的銷售渠道,互聯(lián)網(wǎng)媒體營(yíng)銷環(huán)境變化也給青島啤酒媒體營(yíng)銷策略帶來(lái)了挑戰(zhàn)。本文運(yùn)用4P理論就青島啤酒營(yíng)銷策略進(jìn)行了總結(jié),結(jié)合PEST理論以及波特五力模型對(duì)公司所處的宏、微觀環(huán)境展開(kāi)分析,并歸納出公司所面臨的SWOT。在此基礎(chǔ)上,結(jié)合當(dāng)前營(yíng)銷環(huán)境分析青島啤酒市場(chǎng)營(yíng)銷策略中存在的不足并給出更加有效的營(yíng)銷方案和建議。論文在上述研究基礎(chǔ)上揭示了公司當(dāng)前營(yíng)銷策略中存在的不足。一是第二品牌推廣不夠,區(qū)域品牌部分空缺,公司提出的“1+1+N”品牌構(gòu)架未能落地,并且公司品牌形象低端化亟待解決;二是公司大客戶渠道在靈活性和可控性上存在弊端;最后公司在推廣方面過(guò)分依賴傳統(tǒng)媒體。論文針對(duì)性地提出了相應(yīng)改進(jìn)建議。品牌和產(chǎn)品架構(gòu)方面,在主品牌和副品牌的關(guān)系落實(shí)上公司應(yīng)當(dāng)制訂更加明確的特定規(guī)劃,使得主品牌和副品牌能夠真正實(shí)現(xiàn)互補(bǔ);渠道和推廣方面,公司應(yīng)當(dāng)積極應(yīng)對(duì)移動(dòng)互聯(lián)網(wǎng)發(fā)展對(duì)啤酒行業(yè)傳統(tǒng)營(yíng)銷模式產(chǎn)生的深遠(yuǎn)影響,在穩(wěn)步推進(jìn)電商銷售渠道建設(shè)的同時(shí),增加公司對(duì)利用新媒體開(kāi)展推廣活動(dòng)的關(guān)注。
[Abstract]:Tsing Tao Beer ranked first in the domestic beer industry with a brand value of 95.016 billion yuan in 2014, with a market share of 18 yuan in the same period, ranking second in the country. Such a leading position can not be achieved without its previous successful marketing strategy. However, the marketing environment faced by the company has changed greatly, and new thinking should be given to its marketing strategy. The first is the "turning point" in the industry, with domestic beer sales showing negative growth for the first time in more than two decades, with beer production falling 0.96 percent in 2014 from a year earlier. The mode of industry expansion has also changed, and the mode of rapid expansion through mergers and acquisitions has become unsustainable. Secondly, beer market demand is changing with the increase of consumption level. On the one hand, the high price is a new trend in the future, on the other hand, the consumption habits of beer will also change, the market of bottled middle and low end beer will shrink in the future, and the market potential of high-end beer and can beer will be bigger. Third, the development of the Internet brings challenges and opportunities to the beer industry marketing model. The rise of e-commerce makes the e-commerce platform become a new sales channel. The change of the Internet media marketing environment also brings challenges to the Tsing Tao Beer media marketing strategy. This paper summarizes the marketing strategy of Tsing Tao Beer by using 4p theory, analyzes the macro and micro environment of the company with PEST theory and Porter's five-force model, and concludes the SWOT that the company is facing. On this basis, the shortcomings of Tsing Tao Beer marketing strategy are analyzed in combination with the current marketing environment, and more effective marketing schemes and suggestions are given. On the basis of the above research, the paper reveals the shortcomings of the company's current marketing strategy. First, the second brand promotion is not enough, regional brand partial vacancy, the company proposed "11 N" brand framework failed to land, and the low end of the company brand image needs to be solved; Second, there are disadvantages in flexibility and controllability of the company's major customer channels; finally, the company relies too much on traditional media for promotion. The paper puts forward corresponding suggestions for improvement. In terms of brand and product structure, the company should develop more specific plans for the implementation of the relationship between the main brand and the sub-brand so that the main brand and sub-brand can truly complement each other; in terms of channels and promotion, The company should actively deal with the far-reaching impact of the development of mobile Internet on the traditional marketing model of beer industry, while steadily promoting the construction of e-commerce sales channels, increasing the company's attention to the use of new media to carry out promotional activities.
【學(xué)位授予單位】：對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.82;F274

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