發(fā)布時(shí)間：2018-06-29 18:36

  本文選題：洮兒河白酒 + 營銷策略��； 參考：《吉林財(cái)經(jīng)大學(xué)》2017年碩士論文

【摘要】：中國的白酒文化有著十分久遠(yuǎn)的歷史,中國白酒年產(chǎn)量如今已經(jīng)達(dá)到世界烈性酒總產(chǎn)量占比的40%,位置遙遙領(lǐng)先。隨著我國經(jīng)濟(jì)的飛速發(fā)展、白酒生產(chǎn)原料糧食的價(jià)格不斷上漲,白酒市場的競爭環(huán)境也變得越來越激烈。然而,由于白酒產(chǎn)品自身的特點(diǎn),是消耗較迅速的消費(fèi)飲品,利潤空間比一般飲品大,未來的可發(fā)展空間也相對較大,所以市場中仍有很多啤酒、紅酒等白酒替代產(chǎn)品以及新興白酒企業(yè)的不斷加入。制定一套合理、完善的營銷策略成為眾多白酒企業(yè)應(yīng)對市場環(huán)境的選擇。本文的研究對象是吉林省洮兒河酒業(yè)有限公司,對其營銷過程中存在的具體問題進(jìn)行了深入系統(tǒng)的剖析,從營銷策略的視角,提出了其品牌進(jìn)一步拓展到東北三省市場的營銷策略以及實(shí)施保障。研究成果主要有三方面:第一方面,基于對白酒相關(guān)營銷策略文獻(xiàn)的梳理之后,提出研究洮兒河白酒營銷策略的現(xiàn)實(shí)意義。第二方面,運(yùn)用STP營銷戰(zhàn)略以及4Ps營銷策略對洮兒河白酒營銷中存在的具體問題進(jìn)行了系統(tǒng)分析,結(jié)果表明,洮兒河白酒品牌未來的發(fā)展道路還存在著很多方面的挑戰(zhàn),其品牌核心競爭力還需增強(qiáng)、營銷人員素質(zhì)有待提高,這些都需要洮兒河白酒及時(shí)采取有效的措施來重新塑造其品牌形象、提升品牌的價(jià)值,從而明確洮兒河白酒未來的發(fā)展方向,使其真正走入東北三省市場并站穩(wěn)腳跟。第三方面,針對洮兒河白酒目前存在的具體問題進(jìn)一步指出其走入東北三省市場的緊迫性進(jìn)而提出具體實(shí)施的營銷方案。從4Ps、STP、品牌建設(shè)的加強(qiáng)、營銷人才的培養(yǎng)等幾個(gè)方面提出了具體的營銷策略,強(qiáng)調(diào)了要分類對不同白酒采取不同營銷策略,以求得經(jīng)濟(jì)效益的最大化。指出了企業(yè)應(yīng)重視自身企業(yè)文化的培養(yǎng)、整合文化資源,同時(shí)更加的注重以白酒文化為核心的服務(wù)營銷,認(rèn)識到企業(yè)文化在企業(yè)營銷過程中的重要意義。在此基礎(chǔ)上,還應(yīng)重視企業(yè)人才的培養(yǎng)以及吸收,認(rèn)識到企業(yè)競爭的根本是人才與人才之間的競爭,力求做到以人為本,使人才成為企業(yè)的核心競爭力。并從打造一流銷售團(tuán)隊(duì)、營造有利于戰(zhàn)略實(shí)施的企業(yè)文化、注重企業(yè)信息化建設(shè)等方面構(gòu)建了其營銷方案實(shí)施的保障措施。
[Abstract]:Chinese liquor culture has a long history, and the annual output of Chinese liquor has reached 40% of the total output of the world spirits, which is far ahead of the world. With the rapid development of economy in China, the price of raw materials and grain for liquor production has been rising, and the competition environment of liquor market has become more and more fierce. However, due to its own characteristics, liquor products consume faster consumer drinks, the profit margin is larger than ordinary drinks, and the future development space is relatively large, so there is still a lot of beer in the market. Wine and other alternative products as well as new liquor enterprises continue to join. Making a set of reasonable and perfect marketing strategy has become the choice of many liquor enterprises to deal with the market environment. The research object of this paper is Jilin Taoerhe Liquor Co., Ltd., the specific problems existing in its marketing process have been deeply and systematically analyzed, from the perspective of marketing strategy, The marketing strategy and implementation guarantee of its brand to the three provinces of Northeast China are put forward. The main research results are as follows: first, after combing the literature of liquor marketing strategy, the paper puts forward the practical significance of the research on Taoerhe liquor marketing strategy. Secondly, using STP marketing strategy and 4Ps marketing strategy to analyze the specific problems in Taoerhe liquor marketing, the results show that there are still many challenges in the future development of Taoerhe liquor brand. The core competitiveness of its brand still needs to be strengthened, and the quality of marketing personnel needs to be improved, all of which need to take effective measures in time to rebuild the brand image and enhance the brand value. In order to clarify the future development direction of Taoerhe Liquor, make it into the Northeast three provinces market and stand firm. Thirdly, in view of the specific problems existing in Taoerhe Liquor, the urgency of entering the market in Northeast China is further pointed out, and the concrete marketing scheme is put forward. This paper puts forward some specific marketing strategies from the following aspects: 4Psl STP, the strengthening of brand construction, the cultivation of marketing talents, etc., and emphasizes that different marketing strategies should be adopted for different liquors in order to maximize economic benefits. It is pointed out that enterprises should pay attention to the cultivation of their own corporate culture, integrate cultural resources, and pay more attention to the service marketing with liquor culture as the core, and realize the importance of enterprise culture in the process of enterprise marketing. On this basis, we should also pay attention to the cultivation and absorption of enterprise talents, realize that the fundamental of enterprise competition is the competition between talents and talents, strive to achieve people-oriented, so that talents become the core competitiveness of enterprises. The guarantee measures for the implementation of the marketing scheme are constructed from the aspects of building a first-class sales team, creating an enterprise culture conducive to the implementation of the strategy, and paying attention to the construction of enterprise information.
【學(xué)位授予單位】：吉林財(cái)經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F426.82

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