四君子酒營銷策略研究
發(fā)布時間：2018-08-12 17:15
【摘要】：山東是中國的一個經(jīng)濟大省,同時也是白酒工業(yè)大省,白酒的生產(chǎn)和消費都位居全國前列。山東各個地方都有自己的酒廠,但隨著地方保護主義的消除,地方白酒企業(yè)之間的競爭將更趨激烈。菏澤作為山東的一個地區(qū),雖然經(jīng)濟相對落后,但是菏澤是梁山英雄故鄉(xiāng),人們有習(xí)武飲酒的習(xí)慣,白酒市場容量很大,而單縣是菏澤的一個經(jīng)濟強縣,更是位于蘇魯豫皖四省八縣交界之處,有著廣闊的白酒市場開拓空間。單縣四君子集團有限公司由原國營單縣酒廠改制組建而成,與共和國同歲,有著悠久的歷史,現(xiàn)屬山東省白酒重點企業(yè)、菏澤市骨干企業(yè)。2007年公司躋身“中國私營企業(yè)納稅50強”、“中國白酒百強企業(yè)”、“山東省食品行業(yè)綜合實力30強”。四君子酒被評為“中國消費者基金會消費者滿意品牌”、“中國歷史文化名酒”、“山東名牌產(chǎn)品”。四君子商標榮獲“中國馳名商標”,2012年四君子酒入選了“2012最具收藏價值名酒”。本文從山東白酒行業(yè)的發(fā)展現(xiàn)狀分析出發(fā),結(jié)合菏澤及其周邊白酒市場的調(diào)查,在對四君子酒面臨的市場環(huán)境進行SWOT分析的基礎(chǔ)上,利用國外成熟的STP營銷理論來選擇確定產(chǎn)品的目標消費者,結(jié)合4Ps和4Cs理論,提出了四君子酒的新的營銷策略,以期實現(xiàn)營銷提升。希望本文的研究成果能使四君子集團有限公司的白酒銷售策略成為其決勝市場的關(guān)鍵,同時也為其他中小白酒企業(yè)提升銷售業(yè)績提供一個參考。
[Abstract]:Shandong is an economic province of China, and also a big province of liquor industry. The production and consumption of liquor are among the top in China. Shandong has its own distilleries, but with the elimination of local protectionism, the competition between local liquor enterprises will become more fierce. Heze, as a region of Shandong Province, although its economy is relatively backward, Heze is the hometown of the heroes of Liangshan, people have the habit of practicing martial arts and drinking, the liquor market capacity is very large, and Shan County is a strong economic county in Heze. It is located at the junction of Jiangsu, Shandong, Henan and Anhui provinces and eight counties. Shan County four Gentlemen Group Co., Ltd. was established by the former state-owned Shan County Liquor Factory. It is the same age as the Republic and has a long history. It is now a key liquor enterprise in Shandong Province. Heze City backbone enterprises. In 2007, the company ranks among the "top 50 private enterprises in China", "China's top 100 liquor enterprises", "Shandong Province food industry comprehensive strength of the top 30." Four Gentlemen Liquor was named China Consumer Foundation Consumer satisfaction Brand, Chinese Historical and Cultural Wine, Shandong famous Brand products. Four Gentlemen Trademark was awarded "China famous Trademark". In 2012, four Gentlemen Liquor was selected as "2012 most valuable wine". Based on the analysis of the present situation of the liquor industry in Shandong Province and the investigation of the liquor market in Heze and its surrounding areas, this paper makes a SWOT analysis on the market environment of Sijunzi Liquor. This paper makes use of the mature STP marketing theory abroad to select the target consumers of the products, combining with the 4Ps and 4Cs theory, puts forward the new marketing strategy of four gentlemen's wine in order to realize the marketing promotion. It is hoped that the research results of this paper will make the liquor sales strategy of Sijunzi Group Co., Ltd. Become the key to its decisive market, and also provide a reference for other small and medium-sized liquor enterprises to improve their sales performance.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.82
本文編號：2179736
[Abstract]:Shandong is an economic province of China, and also a big province of liquor industry. The production and consumption of liquor are among the top in China. Shandong has its own distilleries, but with the elimination of local protectionism, the competition between local liquor enterprises will become more fierce. Heze, as a region of Shandong Province, although its economy is relatively backward, Heze is the hometown of the heroes of Liangshan, people have the habit of practicing martial arts and drinking, the liquor market capacity is very large, and Shan County is a strong economic county in Heze. It is located at the junction of Jiangsu, Shandong, Henan and Anhui provinces and eight counties. Shan County four Gentlemen Group Co., Ltd. was established by the former state-owned Shan County Liquor Factory. It is the same age as the Republic and has a long history. It is now a key liquor enterprise in Shandong Province. Heze City backbone enterprises. In 2007, the company ranks among the "top 50 private enterprises in China", "China's top 100 liquor enterprises", "Shandong Province food industry comprehensive strength of the top 30." Four Gentlemen Liquor was named China Consumer Foundation Consumer satisfaction Brand, Chinese Historical and Cultural Wine, Shandong famous Brand products. Four Gentlemen Trademark was awarded "China famous Trademark". In 2012, four Gentlemen Liquor was selected as "2012 most valuable wine". Based on the analysis of the present situation of the liquor industry in Shandong Province and the investigation of the liquor market in Heze and its surrounding areas, this paper makes a SWOT analysis on the market environment of Sijunzi Liquor. This paper makes use of the mature STP marketing theory abroad to select the target consumers of the products, combining with the 4Ps and 4Cs theory, puts forward the new marketing strategy of four gentlemen's wine in order to realize the marketing promotion. It is hoped that the research results of this paper will make the liquor sales strategy of Sijunzi Group Co., Ltd. Become the key to its decisive market, and also provide a reference for other small and medium-sized liquor enterprises to improve their sales performance.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.82
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