【摘要】：中國(guó)擁有世界上獨(dú)一無二的釀酒技術(shù)，釀制白酒已有幾千年的歷史。從古至今，白酒不僅傳承著中國(guó)深厚的文化底蘊(yùn)，而且在國(guó)家的政治、經(jīng)濟(jì)、外交方面都發(fā)揮了重要作用。隨著時(shí)代的發(fā)展和進(jìn)步，白酒行業(yè)不斷發(fā)展壯大，白酒企業(yè)市場(chǎng)競(jìng)爭(zhēng)日趨加劇。特別是國(guó)家一系列新規(guī)的出臺(tái)導(dǎo)致白酒市場(chǎng)大幅萎縮，中小型白酒企業(yè)產(chǎn)品同質(zhì)化與營(yíng)銷手段的相似性，大大削弱企業(yè)品牌的競(jìng)爭(zhēng)力，在有限的白酒市場(chǎng)空間里，諸多白酒企業(yè)如何提升品牌競(jìng)爭(zhēng)力，，擴(kuò)大白酒銷售市場(chǎng)，讓更多的消費(fèi)者對(duì)品牌產(chǎn)生認(rèn)同和忠誠(chéng)成為擺在企業(yè)面前的現(xiàn)實(shí)問題。本文以河南省內(nèi)的一家重點(diǎn)白酒企業(yè)——SD酒業(yè)公司為研究對(duì)象，以現(xiàn)代營(yíng)銷管理理論為指導(dǎo)，通過對(duì)SD酒業(yè)公司的營(yíng)銷環(huán)境和品牌營(yíng)銷現(xiàn)狀的分析研究，得到了一系列值得嘗試的可行性建議，以此作為白酒企業(yè)解決品牌營(yíng)銷戰(zhàn)略方面問題的參考意見。 本文采取文獻(xiàn)研究法、市場(chǎng)分析法和走訪座談法，對(duì)SD酒業(yè)公司品牌戰(zhàn)略進(jìn)行了分析和論述。全文共分6章，第一章緒論，主要介紹本論文的研究背景與意義、研究方法及研究?jī)?nèi)容。第二章是相關(guān)理論基礎(chǔ)和營(yíng)銷戰(zhàn)略分析工具和方法，這是本篇論文的理論指導(dǎo)，介紹品牌的概念、品牌營(yíng)銷戰(zhàn)略、行業(yè)競(jìng)爭(zhēng)五力模型和SWOT分析法。第三章是SD酒業(yè)公司的營(yíng)銷環(huán)境分析，通過對(duì)SD酒業(yè)公司優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅的分析，進(jìn)行戰(zhàn)略類型的選擇。第四章是SD酒業(yè)公司品牌營(yíng)銷戰(zhàn)略現(xiàn)狀的分析。介紹SD酒業(yè)公司品牌營(yíng)銷戰(zhàn)略的實(shí)施現(xiàn)狀及面臨的問題。第五章是SD酒業(yè)公司品牌營(yíng)銷戰(zhàn)略的改進(jìn)建議。分別從市場(chǎng)細(xì)分與目標(biāo)市場(chǎng)選擇、品牌定位、產(chǎn)品、價(jià)格、渠道、促銷等方面進(jìn)行論述。第六章是本文的結(jié)論和進(jìn)一步研究方向。
[Abstract]:China has a unique winemaking technology in the world and has made liquor for thousands of years. Since ancient times, liquor not only inherits China's profound cultural heritage, but also plays an important role in national politics, economy and diplomacy. With the development and progress of the times, liquor industry continues to grow and the market competition of liquor enterprises intensifies day by day. In particular, the introduction of a series of new national regulations has led to a sharp shrinkage of the liquor market, and the similarity between the homogenization of the products of small and medium-sized liquor enterprises and the marketing means has greatly weakened the competitiveness of the enterprise brands, and in the limited liquor market space, How to improve the brand competitiveness of many liquor enterprises, expand the liquor sales market, let more consumers identify with the brand and loyalty become a real problem in front of the enterprises. This paper takes SD Liquor Company, a key liquor enterprise in Henan Province, as the research object, under the guidance of modern marketing management theory, through the analysis and research on the marketing environment and brand marketing status of SD Liquor Company. A series of feasible suggestions are obtained, which can be used as reference for liquor enterprises to solve brand marketing problems. This paper analyzes and discusses the brand strategy of SD Liquor Company by literature research, market analysis and interview. The first chapter introduces the research background, significance, research methods and contents of this thesis. The second chapter is the related theoretical basis and marketing strategy analysis tools and methods, which is the theoretical guidance of this paper, introducing the concept of brand, brand marketing strategy, industry competition model and SWOT analysis. The third chapter is the analysis of the marketing environment of SD Liquor Company, through the analysis of the strengths, weaknesses, opportunities and threats of SD Liquor Company, the selection of strategic types. The fourth chapter is the SD liquor company brand marketing strategy analysis. This paper introduces the actualization status and problems of the brand marketing strategy of SD Liquor Company. The fifth chapter is the suggestion to improve the brand marketing strategy of SD Liquor Company. From the market segmentation and target market selection, brand positioning, products, prices, channels, promotions and so on. The sixth chapter is the conclusion and further research direction of this paper.
【學(xué)位授予單位】：河南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.82;F274

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本文編號(hào)：2133622