本文選題：L酒公司 + 白酒業(yè)��； 參考：《武漢工程大學》2015年碩士論文

【摘要】：沈陽L酒業(yè)有限公司是中外合資的知名白酒企業(yè),也是全國第一家白酒行業(yè)的合資企業(yè)。L酒自創(chuàng)建至今已歷經(jīng)350多年,品牌歷史悠久,業(yè)績一度輝煌。然而,發(fā)展到現(xiàn)在,L酒市場環(huán)境已經(jīng)發(fā)生了巨大的改變,一方面是國家經(jīng)濟的繁榮使人們生活水平顯著提高,消費者對于白酒的需求已經(jīng)不再僅僅局限于單一的白酒產(chǎn)品;另一方面是白酒市場愈加完善,渠道銷售更加便利,再加上電視、網(wǎng)絡等媒體的廣告投放力度加大,L酒業(yè)公司的面臨著巨大的挑戰(zhàn)和市場競爭。L酒是沈陽地區(qū)家喻戶曉的品牌白酒,經(jīng)營勢頭良好,銷售數(shù)量持續(xù)上升。盡管如此,L酒業(yè)公司如果想在未來的市場競爭中生存下來并獲得持續(xù)發(fā)展,必須調(diào)整其營銷策略以適應當前的市場現(xiàn)狀,從而應對潛在的風險和機遇。本文以沈陽L酒業(yè)公司為研究對象,對企業(yè)當前的市場營銷策略和營銷現(xiàn)狀進行調(diào)研,歸納分析所收集到的資料,并結(jié)合L酒業(yè)公司當前的市場環(huán)境,分析總結(jié)L酒業(yè)公司營銷策略存在的問題,并針對性的給出改善建議,為建設好、維護好、發(fā)展好老字號L酒品牌,解決當前的營銷困境,實現(xiàn)老字號企業(yè)的復蘇與振興具有重要的現(xiàn)實意義。本文主要從以下六個方面對文章進行了闡述:第1章緒論,主要闡明相關的研究背景,研究思路、方法和研究框架,指出進行市場營銷策略規(guī)劃的理論和實踐價值。第2章L酒業(yè)公司營銷策略相關理論概述。第3章是L酒業(yè)公司案例分析,主要介紹沈陽L酒有限公司的基本概況、營銷環(huán)境,并進行SWOT分析,從機遇和挑戰(zhàn)兩個方面分析了L酒業(yè)公司面臨的外部環(huán)境,從優(yōu)勢和劣勢兩個方面分析了L酒業(yè)公司面臨的內(nèi)部環(huán)境,在此基礎上分析L酒公司的營銷策略方向。第4章指出L酒業(yè)公司在沈陽地區(qū)市場推廣策略現(xiàn)狀及問題,通過對產(chǎn)品、定價、分銷、促銷、關系和網(wǎng)絡等方面的營銷現(xiàn)狀進行分析,發(fā)現(xiàn)當前營銷策略的問題所在。第5章L酒業(yè)公司營銷策略的改善建議,以前文分析為主要依據(jù),從產(chǎn)品、定價、分銷、促銷、關系和網(wǎng)絡這幾方面針對性的提出具體的改善建議。第6章是L酒業(yè)公司營銷策略實施效果預期設想。
[Abstract]:Shenyang L Liquor Co., Ltd. is a well-known Sino-foreign joint venture liquor enterprise, and also the first liquor industry joint venture .L wine has been established since the establishment of more than 350 years, a long history of the brand, performance once brilliant. However, great changes have taken place in the market environment. On the one hand, the prosperity of national economy has greatly improved people's living standard, and the consumer's demand for liquor is no longer confined to a single liquor product. On the other hand, the liquor market is more perfect, the channel sales are more convenient, plus the television, The advertisement of network and other media companies is facing great challenge and market competition. L liquor is a well-known brand liquor in Shenyang area. The business momentum is good and the sales quantity is rising. However, if the company wants to survive in the future market competition and obtain sustainable development, it must adjust its marketing strategy to adapt to the current market situation, so as to cope with the potential risks and opportunities. This paper takes Shenyang L Liquor Company as the research object, carries on the investigation to the enterprise's current marketing strategy and the marketing present situation, induces and analyzes the collected information, and unifies the L liquor company's current market environment, This paper analyzes and summarizes the problems existing in the marketing strategy of L Liquor Company, and puts forward some suggestions for improvement, in order to build, maintain and develop the old brand L wine, and solve the current marketing dilemma. It is of great practical significance to realize the recovery and revitalization of old-name enterprises. This paper mainly expounds the article from the following six aspects: chapter 1 introduction, mainly expounds the relevant research background, research ideas, methods and research framework, and points out the theoretical and practical value of marketing strategy planning. Chapter 2: summary of relevant theories of marketing strategy of liquor company. Chapter 3 is the case study of L Liquor Co., Ltd., which mainly introduces the basic situation, marketing environment and SWOT analysis of Shenyang L Liquor Co., Ltd., and analyzes the external environment that L Liquor Company is facing from the two aspects of opportunity and challenge. This paper analyzes the internal environment of L Liquor Company from two aspects of its advantages and disadvantages, and on this basis, analyzes the marketing strategy direction of L Liquor Company. Chapter 4 points out the present situation and problems of the marketing strategy of L Liquor Company in Shenyang area. Through the analysis of the current marketing situation of product, pricing, distribution, promotion, relationship and network, the author finds out the problem of the current marketing strategy. Chapter 5: the suggestions of improving the marketing strategy of the liquor company, which is based on the previous analysis, put forward specific suggestions from the aspects of product, pricing, distribution, promotion, relationship and network. Chapter 6 is the expectation of the effect of the marketing strategy of L Liquor Company.
【學位授予單位】：武漢工程大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F426.82;F274

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