發(fā)布時間：2019-02-22 17:48

【摘要】：啤酒低端品牌的時代已經(jīng)走向了盡頭,市場嚴重飽和,利潤空間不斷壓縮,許多企業(yè)頻頻被曝資不抵債。啤酒的未來何去何從?據(jù)報道僅占啤酒市場9%份額的外資品牌,在高端市場上卻占有90%以上的份額,而且其利潤空間仍在繼續(xù)提升。至此,啤酒行業(yè)的風向開始向高端市場轉(zhuǎn)移。但各國品牌在奮力向高端市場前行時,似乎沒有誰注意過德國品牌這支生力軍。 新市場環(huán)境下不僅生產(chǎn)企業(yè)面臨戰(zhàn)略抉擇的問題,而且整個啤酒供應(yīng)鏈都受到了沖擊。面對風起云動的市場,下游的經(jīng)銷商迷茫是否應(yīng)該堅持以往的銷售路線,還是應(yīng)該選擇其他產(chǎn)品。銷售高端產(chǎn)品必然帶來成本和風險的增加,但銷售低端產(chǎn)品沒有什么未來可言。在市場前景不明眾多經(jīng)銷商躊躇不前時,德瑞興啤酒經(jīng)銷有限公司果斷選擇了德國品牌。為什么德瑞興要選擇德國啤酒?這類啤酒符合現(xiàn)在人的需要嗎?德瑞興將制定怎樣的戰(zhàn)略導(dǎo)向?以及未來產(chǎn)品將以什么樣的品牌形象,通過什么渠道與消費者見面?帶著在這些問題,本著將營銷的理論知識和實踐相結(jié)合的原則,從企業(yè)、競爭對手、市場和產(chǎn)品四個角度進行全方位的分析和探索,找到上述問題的答案,制定一份詳細的喜瑪仕啤酒營銷策劃案。 為了適應(yīng)產(chǎn)品、市場的需要,德瑞興應(yīng)從戰(zhàn)略的高度改變企業(yè)原有的營銷觀念,明確企業(yè)所處的位置,加強全方位的信息資源的分析和整合,充分利用和擴大自己的優(yōu)勢,明確消費者的需求和產(chǎn)品的特性,制定新的戰(zhàn)略,實行新的營銷手段,從而實現(xiàn)產(chǎn)品和市場的有效對接。
[Abstract]:The era of low-end beer brands has come to an end, the market is seriously saturated, profit space is constantly compressed, many enterprises are frequently exposed insolvent. What's the future of beer? Foreign brands, which account for only 9 percent of the beer market, are reported to account for more than 90 percent of the high-end market, and their profit margins continue to improve. At this point, the wind of the beer industry began to shift to the high-end market. But no one seems to have noticed the strength of German brands as they push up the market. Under the new market environment, not only the production enterprises are facing the problem of strategic choice, but also the whole beer supply chain has been impacted. Facing the wind-driven market, downstream dealers should adhere to the previous sales line, or should choose other products. Selling high-end products entails increased costs and risks, but there is no future for selling low-end products. In the uncertain market prospects of many dealers hesitated, Dre-Hing Beer Distribution Co., Ltd. resolutely chose the German brand. Why would Drexing choose German beer? Does this kind of beer meet the needs of today's people? What kind of strategic direction will Drexing develop? And what kind of brand image will be used by future products and through what channels will they meet with consumers? With these questions, in line with the principle of combining the theory and practice of marketing, from the enterprise, competitors, market and product analysis and exploration from four angles, to find the answer to the above question, Develop a detailed marketing plan for Hermes Beer. In order to meet the needs of the products and the market, de Ruixing should change the original marketing concept of the enterprise from the strategic perspective, clarify the position of the enterprise, strengthen the analysis and integration of all aspects of information resources, and make full use of and expand its own advantages. In order to realize the effective connection between the product and the market, we should make clear the consumer's demand and the characteristic of the product, formulate the new strategy and carry out the new marketing method.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F416.82

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