本文選題：產(chǎn)品策略 + 價(jià)格策略　； 參考：《哈爾濱工業(yè)大學(xué)》2015年碩士論文

【摘要】：中國啤酒行業(yè)是在20世紀(jì)80年代改革開放后才逐步發(fā)展起來的,經(jīng)過30多年的發(fā)展,中國的啤酒產(chǎn)量和銷售量均已達(dá)到世界首位,雖然這與世界第一的人口關(guān)系緊密,但是不可否認(rèn)的是,啤酒在我國市場從稀有產(chǎn)品到成為餐桌上的普通飲品的成長發(fā)展。行業(yè)內(nèi)的一些大企業(yè)不僅在國內(nèi)占有相當(dāng)份額,而且也開始大舉進(jìn)攻國外市場,積極實(shí)行走出去戰(zhàn)略。目前,國內(nèi)啤酒行業(yè)競爭激烈,一些大型企業(yè)通過兼并重組,不斷提高品牌影響力和資本實(shí)力,使國內(nèi)啤酒制造商彼此面對(duì)的競爭對(duì)手實(shí)力不斷增強(qiáng)。同時(shí)國外知名啤酒廠商也在積極開辟中國市場,使得本已競爭激烈的國內(nèi)企業(yè)面對(duì)的挑戰(zhàn)更加艱巨。本文以競爭戰(zhàn)略理論框架為基礎(chǔ),首先運(yùn)用PEST分析方法、邁克爾·波特五力模型對(duì)青島啤酒公司所處的外部環(huán)境進(jìn)行深度分析,研究黑龍江省啤酒行業(yè)競爭現(xiàn)狀。然后對(duì)青島啤酒公司的內(nèi)部環(huán)境進(jìn)行分析,發(fā)現(xiàn)企業(yè)在資源和能力方面的優(yōu)勢和劣勢。最后運(yùn)用SWOT分析法明確青島啤酒公司的市場細(xì)分、市場定位以及營銷組合策略,并提出這些策略順利實(shí)施的保障措施。
[Abstract]:China's beer industry developed gradually after the reform and opening up in the 1980s. After more than 30 years of development, China's beer production and sales have reached the first place in the world, although this is closely related to the world's first population. But it is undeniable that beer has grown from a rare product to a common drink on the table. Some large enterprises in the industry not only occupy a considerable share in the country, but also begin to attack foreign markets and actively implement the strategy of going out. At present, the domestic beer industry competition is fierce, some large enterprises through merger and reorganization, constantly improve the brand influence and capital strength, make domestic beer manufacturers face each other's competition strength constantly strengthened. At the same time, famous foreign brewers are also actively opening up the Chinese market, which makes the challenges faced by the already competitive domestic enterprises more arduous. Based on the theoretical framework of competition strategy, this paper firstly analyzes the external environment of Tsing Tao Beer Company by using pest analysis method and Michael Porter's five-force model, and studies the present situation of beer industry competition in Heilongjiang Province. Then it analyzes the internal environment of Tsing Tao Beer and finds out the advantages and disadvantages of the enterprise in terms of resources and capabilities. Finally, the market segmentation, market positioning and marketing combination strategy of Tsing Tao Beer company are clarified by using SWOT analysis method, and the guarantee measures for the smooth implementation of these strategies are put forward.
【學(xué)位授予單位】：哈爾濱工業(yè)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

【參考文獻(xiàn)】

相關(guān)期刊論文 前8條

1 郭海沙;;營銷渠道中間商價(jià)格競爭博弈分析[J];科技創(chuàng)業(yè)月刊;2012年01期

2 胡保玲;;營銷渠道成員間信息共享研究述評(píng)[J];江蘇商論;2011年02期

3 楊禎慧;;營銷渠道中關(guān)系承諾研究綜述[J];現(xiàn)代商貿(mào)工業(yè);2011年01期

4 陳明舒;;我國國際貨運(yùn)代理企業(yè)競爭力研究[J];商業(yè)時(shí)代;2009年20期

5 劉邦凡;施永福;王宏禹;;基于PEST框架的我國休閑產(chǎn)業(yè)發(fā)展研究[J];生產(chǎn)力研究;2009年03期

6 姜睿;;外國直接投資對(duì)我國市場結(jié)構(gòu)的影響[J];商業(yè)時(shí)代;2006年17期

7 王玉英,劉樹艷;現(xiàn)代企業(yè)成本管理的思考[J];企業(yè)經(jīng)濟(jì);2004年05期

8 喬家君;改進(jìn)的熵值法在河南省可持續(xù)發(fā)展能力評(píng)估中的應(yīng)用[J];資源科學(xué);2004年01期

，

本文編號(hào)：2116209