【摘要】：白酒釀造在我國(guó)有悠久的歷史,自古以來,白酒承載了深厚的文化底蘊(yùn),是廣大民眾喜愛的消費(fèi)品。白酒產(chǎn)業(yè)經(jīng)過多年發(fā)展,現(xiàn)已趨于完全的市場(chǎng)競(jìng)爭(zhēng),但營(yíng)銷理念較為落后,營(yíng)銷模式同質(zhì)化,整體水平有待提高。厚工坊酒業(yè)有限公司是廣東五葉神集團(tuán)旗下子公司,2001年在茅臺(tái)鎮(zhèn)收購(gòu)貴州迎賓酒業(yè)及茅臺(tái)茅竹酒廠二企業(yè),于2011年8月創(chuàng)立厚工坊品牌。五葉神集團(tuán)具有成功的品牌運(yùn)營(yíng)經(jīng)驗(yàn),產(chǎn)品市場(chǎng)覆蓋中國(guó)大陸和臺(tái)港澳地區(qū)以及美國(guó)、亞洲和中東地區(qū)的部分市場(chǎng)。厚工坊上市三年多來,累計(jì)銷售額超過十億元,市場(chǎng)拓展到全國(guó)21個(gè)省份,是高端白酒品牌的后起之秀。本文首先對(duì)營(yíng)銷戰(zhàn)略的相關(guān)文獻(xiàn)進(jìn)行整理和分析,運(yùn)用定量與定性、理論聯(lián)系實(shí)際相結(jié)合的方法及有關(guān)戰(zhàn)略管理研究方法,對(duì)厚工坊公司營(yíng)銷戰(zhàn)略構(gòu)建及實(shí)施進(jìn)行探討。論文首先結(jié)合厚工坊公司的實(shí)際情況,分析厚工坊公司的銷售現(xiàn)狀和所處的營(yíng)銷環(huán)境,結(jié)合中國(guó)消費(fèi)者市場(chǎng)及購(gòu)買行為特點(diǎn),探討厚工坊白酒在中國(guó)白酒市場(chǎng)這一特定市場(chǎng)的營(yíng)銷環(huán)境中所處的競(jìng)爭(zhēng)情況。其次,本文結(jié)合營(yíng)銷組合理論,分析在當(dāng)今市場(chǎng)競(jìng)爭(zhēng)激烈的情況下,厚工坊如何與其它成熟白酒品牌爭(zhēng)搶白酒行業(yè)這塊高額利潤(rùn)的蛋糕,研究厚工坊公司在定價(jià)、產(chǎn)品、渠道和促銷方面的營(yíng)銷戰(zhàn)略,分析厚工坊公司如何在激烈的市場(chǎng)競(jìng)爭(zhēng)中,通過較短的時(shí)間,市場(chǎng)覆蓋全國(guó)20多個(gè)省市,并成為廣東省的區(qū)域強(qiáng)勢(shì)品牌。最后,根據(jù)分析結(jié)果,針對(duì)目標(biāo)市場(chǎng)制定合適的營(yíng)銷戰(zhàn)略,研究厚工坊公司應(yīng)如何借助成功的營(yíng)銷經(jīng)驗(yàn)以及自身特點(diǎn)在白酒行業(yè)得到發(fā)展壯大。
[Abstract]:Liquor brewing in China has a long history, since ancient times, liquor bearing a profound cultural heritage, is a popular consumer goods. After years of development, liquor industry has become a complete market competition, but the marketing concept is relatively backward, the marketing model is homogeneous, and the overall level needs to be improved. Hou Gong Fang Liquor Co., Ltd. is a subsidiary of Guangdong Wuye God Group. In 2001, it acquired Guizhou Yingbin Liquor and Maotai Mao-bamboo Wine Factory in Moutai Town, and founded Hou Gong Fang brand in August 2011. With successful brand operating experience, Wuye Shen Group covers mainland China, Taiwan, Hong Kong and Macao, as well as some markets in the United States, Asia and the Middle East. Hou Gong Fang has been listed for more than three years, with cumulative sales of more than 1 billion yuan and market expansion to 21 provinces across the country. It is a rising star of high-end liquor brands. In this paper, the related literature of marketing strategy is analyzed, and the construction and implementation of marketing strategy of Hou Gong Fang Company is discussed by using quantitative and qualitative methods, combining theory with practice and research methods of related strategic management. First of all, according to the actual situation of Hou Gong Fang Company, this paper analyzes the current sales situation and marketing environment of Hou Gong Fang Company, combined with the characteristics of Chinese consumer market and purchasing behavior. This paper probes into the competition situation of Hougongfang liquor in the marketing environment of Chinese liquor market. Secondly, combined with the theory of marketing combination, this paper analyzes how Hou Gong Fang competes with other mature liquor brands to compete with other mature liquor brands for the cake of high profits in the current market competition, and studies the pricing and products of the company. The marketing strategy of channels and sales promotion, the analysis of how Hou Gong Fang Company in the fierce market competition, through a relatively short time, the market covers more than 20 provinces and cities throughout the country, and become a strong regional brand in Guangdong Province. Finally, according to the analysis results, aiming at the target market to formulate the appropriate marketing strategy, the paper studies how the company should use the successful marketing experience and its own characteristics to develop and grow in the liquor industry.
【學(xué)位授予單位】：南華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F426.82

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本文編號(hào)：2222769