本文選題：LD啤酒 + 品牌營銷��； 參考：《華南理工大學(xué)》2014年碩士論文

【摘要】：自二十世紀(jì)九十年代中后期以來,中國啤酒行業(yè)日趨成熟,國內(nèi)與國際品牌競爭激烈,從價格戰(zhàn)、規(guī)模并購,轉(zhuǎn)向渠道布局,并紛紛占據(jù)品牌營銷制高點。同時一種全面融合線上虛擬經(jīng)濟(jì)和線下體驗互動的商業(yè)模式020也迅猛崛起,隨時隨地、碎片化、高頻化多元化和個性化等的變化趨勢,將給啤酒業(yè)的產(chǎn)業(yè)生態(tài)鏈帶來巨大的變革。一些具有前瞻性戰(zhàn)略眼光的啤酒企業(yè)紛紛擁抱O2O,尋求發(fā)展突破的新模式。在此背景下,本文通過對知名啤酒品牌——LD啤酒基于O2O模式的品牌差異化營銷進(jìn)行實證分析,對LD啤酒在新趨勢下的后繼營銷策略進(jìn)行理論性指導(dǎo)和建議,使LD啤酒洗盡鉛華、歷經(jīng)浮沉之后,能夠深刻洞悉并把握發(fā)展趨勢,在現(xiàn)有的基礎(chǔ)上進(jìn)行營銷模式創(chuàng)新,并利用互聯(lián)網(wǎng)的視角下實現(xiàn)創(chuàng)新,以更合理的發(fā)展策略立足國內(nèi)市場。本文通過對LD啤酒品牌內(nèi)外環(huán)境變化與優(yōu)劣勢分析,明確指出在020(線上與線下互動)模式的爆發(fā)局勢下,企業(yè)把握住抓住機(jī)會,就能夠完成一次有效的轉(zhuǎn)型。通過020的平臺連接和分階段目標(biāo)的實施推進(jìn),LD啤酒品牌可以把線上的營銷創(chuàng)意和線下的消費行為互動聯(lián)系到一起,讓消費者在不同的渠道獲得更多優(yōu)質(zhì)體驗。為了讓LD啤酒在品牌營銷模式上實現(xiàn)突破,本論文分析了020營銷模式對啤酒業(yè)可能產(chǎn)生的影響開始,借鑒其他一些酒水O2O的成功案例,結(jié)合LD啤酒的自身特點,對LD啤酒的O2O運營模式的系統(tǒng)操作給予了一些實施建議與策略。同時為了保障LD啤酒在020營銷模式上的有效運營,又從企業(yè)的品牌營銷能力、資源整合能力、控制能力、人才培育等方面分析入手,給予務(wù)實的實施保障建議以及風(fēng)險的預(yù)警,最后給出一些改進(jìn)的應(yīng)對策略,從而確保了LD啤酒品牌020營銷模式的實現(xiàn)。通過本論文對了LD啤酒品牌020營銷模式的研究得出:020這一線上線下聯(lián)動方式,可以讓LD啤酒實現(xiàn)營銷模式的創(chuàng)新和營銷思維的改變。同時,O2O模式自身也還處于不斷優(yōu)化探索中,LD啤酒一定要根據(jù)自身的品牌發(fā)展戰(zhàn)略,以及結(jié)合階段性的資源投入,對O2O進(jìn)行靈活的對接,切忌急功近利進(jìn)行生搬硬套。唯有這樣,才能逐步在新的趨勢中累積自己的優(yōu)勢,續(xù)寫進(jìn)入中國時的經(jīng)典傳奇。
[Abstract]:Since the middle and late 1990s, the beer industry in China has matured day by day, the competition between domestic and international brands is fierce, from price war, large-scale M & A to channel layout, and occupy the commanding height of brand marketing one after another. At the same time, a comprehensive integration of online virtual economy and offline experience interactive business model 020 also rose rapidly, anytime, anywhere, fragmentation, high-frequency diversification and personalized trends, It will bring great changes to the ecological chain of beer industry. Some beers with prospective strategic vision embrace O 2 O 2 O 2 O 2 O 2 O 2 O and seek new mode of breakthrough. Under this background, this article carries on the empirical analysis to the well-known beer brand-LD beer brand differentiation marketing based on the O _ 2O model, and carries on the theory instruction and the suggestion to the LD beer following marketing strategy under the new trend. After floating and sinking, LD beer can deeply understand and grasp the development trend, innovate the marketing mode on the basis of the existing, and make use of the Internet to realize the innovation in order to base on the domestic market with more reasonable development strategy. Based on the analysis of the internal and external environment changes and advantages and disadvantages of LD beer brand, this paper points out clearly that under the outbreak of 020 (online and offline interaction) mode, enterprises can seize the opportunity to complete an effective transformation. Through the platform connection of 020 and the implementation of the phased goal, the brand of LD beer can connect the online marketing creativity with the offline consumer behavior, so that consumers can get more high-quality experience in different channels. In order to achieve a breakthrough in the brand marketing mode of LD beer, this paper analyzes the possible impact of 020 marketing mode on beer industry, draws lessons from other successful cases of alcohol O2O, and combines the characteristics of LD beer. Some suggestions and strategies are given for the system operation of O _ 2O operation mode of LD beer. At the same time, in order to ensure the effective operation of LD beer in 020 marketing mode, and from the enterprise's brand marketing ability, resources integration ability, control ability, talent cultivation and other aspects of analysis, give practical implementation security suggestions and early warning of risks. Finally, some improved strategies are given to ensure the realization of LD beer brand 020 marketing model. Through the research on the marketing mode of LD beer brand 020 in this paper, we can draw the conclusion that the first line, the line, and the offline linkage mode can make LD beer realize the innovation of marketing mode and the change of marketing thinking. At the same time, the O2O model itself is also in the process of continuous optimization and exploration. LD beer must be based on its own brand development strategy and combined with the stage of resource investment, the flexible docking of O2O should be avoided. Only in this way can we gradually accumulate their own advantages in the new trend and continue the classic legend of entering China.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F426.82;F274

【參考文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 王宇;中國啤酒生產(chǎn)企業(yè)現(xiàn)狀及發(fā)展對策研究[D];長春理工大學(xué);2006年

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本文編號：1967623