本文選題：營(yíng)銷策略　切入點(diǎn)：啤酒產(chǎn)業(yè)　出處：《安徽大學(xué)》2017年碩士論文

【摘要】：隨著經(jīng)濟(jì)水平和信息技術(shù)水平的飛速發(fā)展、世界經(jīng)濟(jì)一體化進(jìn)程的加快,企業(yè)所面臨的競(jìng)爭(zhēng)環(huán)境愈發(fā)嚴(yán)峻。管理者們意識(shí)到,在包括啤酒行業(yè)在內(nèi)的傳統(tǒng)制造企業(yè)里,只改造生產(chǎn)技術(shù)或是流水線,已經(jīng)不能滿足市場(chǎng)競(jìng)爭(zhēng)發(fā)展的需要,傳統(tǒng)改善空間已經(jīng)越來(lái)越小,而優(yōu)良的營(yíng)銷策略已經(jīng)成為了企業(yè)提升競(jìng)爭(zhēng)能力和業(yè)績(jī)的一個(gè)重要手段。如何針對(duì)啤酒產(chǎn)品的特殊性,對(duì)啤酒產(chǎn)品營(yíng)銷策略進(jìn)行創(chuàng)新選擇,使?fàn)I銷成為啤酒企業(yè)價(jià)值創(chuàng)造中的重點(diǎn)環(huán)節(jié),是提高現(xiàn)代啤酒企業(yè)競(jìng)爭(zhēng)力的關(guān)鍵所在,同時(shí)也是促進(jìn)啤酒行業(yè)蓬勃發(fā)展的關(guān)鍵。為了探索啤酒產(chǎn)品進(jìn)行營(yíng)銷的有效途徑和創(chuàng)新選擇,本文以Y啤酒公司A分公司的營(yíng)銷策略為例,對(duì)其進(jìn)行了系統(tǒng)分析。首先,對(duì)相關(guān)市場(chǎng)營(yíng)銷理論進(jìn)行了闡述,分別介紹了市場(chǎng)營(yíng)銷理論以及市場(chǎng)營(yíng)銷戰(zhàn)略理論,主要包括4P營(yíng)銷理論、關(guān)系營(yíng)銷理論、病毒式營(yíng)銷、PEST戰(zhàn)略分析法、SWOT環(huán)境分析法等。然后,對(duì)Y啤酒公司A分公司的營(yíng)銷現(xiàn)狀進(jìn)行了細(xì)致地分析,主要從公司情況介紹、公司營(yíng)銷現(xiàn)狀情況兩大方面對(duì)分公司的市場(chǎng)營(yíng)銷現(xiàn)狀進(jìn)行了分析。第三,從分公司外部營(yíng)銷環(huán)境進(jìn)行了分析,從公司的政治環(huán)境、經(jīng)濟(jì)環(huán)境、社會(huì)文化環(huán)境、技術(shù)環(huán)境以及行業(yè)環(huán)境五個(gè)方面對(duì)企業(yè)的外部環(huán)境進(jìn)行了分析。以期從公司外部存在的這些客觀情況中,尋找出公司產(chǎn)品銷量出現(xiàn)下滑的原因,從而找到針對(duì)性的應(yīng)對(duì)策略,爭(zhēng)取為提升公司產(chǎn)品銷量,創(chuàng)新公司整體營(yíng)銷策略做出努力。第四,文章詳細(xì)分析了公司的內(nèi)部營(yíng)銷環(huán)境,主要從公司的資源優(yōu)勢(shì)以及策略劣勢(shì)兩大方面進(jìn)行分析。發(fā)現(xiàn)公司業(yè)績(jī)出現(xiàn)下滑的內(nèi)部原因,為整體營(yíng)銷策略的改進(jìn)提供建議。第五,根據(jù)前文對(duì)企業(yè)分公司的深入細(xì)致分析,有針對(duì)性地提出了公司的營(yíng)銷策略改進(jìn)建議,從產(chǎn)品策略、價(jià)格策略、渠道策略以及促銷策略四個(gè)方面分別提出了優(yōu)化建議。主要包括優(yōu)化現(xiàn)有產(chǎn)品結(jié)構(gòu)、開(kāi)發(fā)新產(chǎn)品、提升產(chǎn)品附加值、差異化定價(jià)、增加銷售渠道和積極融入互聯(lián)網(wǎng)+等。最后,作者根據(jù)全篇文章的分析結(jié)果,得出了如下結(jié)論:首先,打鐵還需自身硬,要積極改善公司內(nèi)部管理上的漏洞;其次,趨利避害,善于利用外部環(huán)境中有利于公司發(fā)展的因素,降低不利因素的影響;第三,要有危機(jī)意識(shí),不斷創(chuàng)新,不斷改進(jìn)公司的營(yíng)銷策略,時(shí)刻跟上市場(chǎng)發(fā)展的潮流和趨勢(shì)。
[Abstract]:With the rapid development of economic level and information technology level, and the acceleration of the process of world economic integration, the competition environment faced by enterprises becomes more and more severe. Managers realize that in traditional manufacturing enterprises, including the beer industry, Only the transformation of production technology or pipeline can no longer meet the needs of market competition and development, and the traditional space for improvement has become smaller and smaller. The excellent marketing strategy has become an important means for enterprises to improve their competitiveness and performance. To make marketing become the key link in the value creation of beer enterprises is the key to improve the competitiveness of modern beer enterprises. It is also the key to promote the development of beer industry. In order to explore the effective way and innovative choice of beer products marketing, this paper takes the marketing strategy of branch A of Y Beer Company as an example, carries on the systematic analysis to it. The related marketing theory is expounded, and the marketing theory and marketing strategy theory are introduced respectively, including 4P marketing theory, relationship marketing theory, virus marketing pest strategic analysis method and SWOT environmental analysis method, etc. This paper makes a detailed analysis of the marketing situation of branch A of Y Beer Company, mainly from two aspects: the introduction of the company and the present situation of the company. This paper analyzes the external marketing environment of the branch, including the company's political environment, economic environment, social and cultural environment, This paper analyzes the external environment of the enterprise from five aspects of the technology environment and the industry environment in order to find out the reasons for the decline in the sales volume of the company's products from these objective circumstances, and find out the corresponding countermeasures. Strive to improve the company's product sales, innovation of the company's overall marketing strategy. Fourth, the article detailed analysis of the company's internal marketing environment, Mainly from the company's resource strengths and strategic weaknesses of the two major aspects of analysis. Found that the company's performance decline in the internal reasons, for the overall marketing strategy to improve the recommendations. Fifth, according to the previous in-depth and detailed analysis of the enterprise branch, Some suggestions are put forward to improve the company's marketing strategy, including the product strategy, the price strategy, the channel strategy and the promotion strategy, including the optimization of the existing product structure and the development of new products. In the end, based on the analysis of the whole article, the author draws the following conclusions: first of all, it needs to be hard on its own. It is necessary to actively improve the loopholes in the internal management of the company; secondly, to seek advantages and avoid disadvantages, to be good at taking advantage of the factors favorable to the development of the company in the external environment, and to reduce the impact of adverse factors; third, to have a sense of crisis and to constantly innovate. Constantly improve the company's marketing strategy and keep up with the trend of market development.
【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F426.82

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本文編號(hào)：1674325