中國(guó)啤酒工業(yè)發(fā)展較快,2002年中國(guó)啤酒產(chǎn)量達(dá)到2386萬(wàn)噸,首次超過(guò)美國(guó)成為世界第一啤酒生產(chǎn)大國(guó),一直維持至今。Z啤酒公司為國(guó)內(nèi)國(guó)有控股的區(qū)域性中型啤酒企業(yè),以技術(shù)領(lǐng)先在中國(guó)啤酒行業(yè)中享有美譽(yù)。當(dāng)下,國(guó)內(nèi)啤酒行業(yè)正面臨轉(zhuǎn)型升級(jí)的變革期,Z啤酒公司迫切需要發(fā)掘自身資源以及其啤酒開(kāi)發(fā)技術(shù)領(lǐng)先的優(yōu)勢(shì)搶占行業(yè)形勢(shì)變換的先機(jī)。本文以Z啤酒公司為案例,指出其營(yíng)銷與新產(chǎn)品開(kāi)發(fā)策略現(xiàn)存主要問(wèn)題在于沒(méi)有做好有效的市場(chǎng)調(diào)研,新產(chǎn)品開(kāi)發(fā)與營(yíng)銷脫節(jié),與營(yíng)銷和新產(chǎn)品開(kāi)發(fā)有關(guān)的工作和活動(dòng)缺乏協(xié)同。然后采用案例分析法,從中國(guó)啤酒行業(yè)發(fā)展態(tài)勢(shì)與競(jìng)爭(zhēng)格局、Z啤酒公司主要競(jìng)爭(zhēng)對(duì)手的新產(chǎn)品開(kāi)發(fā)策略、Z啤酒公司新產(chǎn)品開(kāi)發(fā)策略著手,運(yùn)用SWOT矩陣分析工具進(jìn)行歸納分析,得出中國(guó)啤酒行業(yè)的發(fā)展趨勢(shì)和Z啤酒公司的核心競(jìng)爭(zhēng)力,提出Z啤酒公司新產(chǎn)品開(kāi)發(fā)的優(yōu)化方向:應(yīng)確立消費(fèi)者導(dǎo)向的新產(chǎn)品開(kāi)發(fā)理念;結(jié)合實(shí)驗(yàn)法調(diào)研和體驗(yàn)營(yíng)銷,在新產(chǎn)品概念測(cè)試中加入與消費(fèi)者互動(dòng)的環(huán)節(jié),并引入企業(yè)其它資源要素參與協(xié)同互動(dòng),提高投入資源的利用率。最后提出新產(chǎn)品開(kāi)發(fā)過(guò)程中概念測(cè)試方法優(yōu)化的解決方案,根據(jù)Z啤酒公司實(shí)際情況,分三個(gè)層級(jí),三個(gè)維度,試構(gòu)建以消費(fèi)者體...

【文章頁(yè)數(shù)】：69 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
LIST OF ABBREVIATIONS
Chapter 1 Preface
    1.1 Research background,purpose and significance
    1.2 Research contents and methods
    1.3 Research content of this paper
Chapter 2 Literature Review
    2.1 New product development and marketing strategy research
    2.2 Consumer-oriented and product-oriented marketing concept differences
    2.3 Product concept test
    2.4 Experience marketing
Chapter 3 Case Description Introduction of Z Beer Company and ItsNew Product Strategy
    3.1 Z Beer Company profile
    3.2 Organizational structure of Z Beer Company
    3.3 Marketing status of Z Beer Company
    3.4 New product development process and current situation of Z BeerCompany
    3.5 The existing problems of Z Beer Company marketing and new productdevelopment strategy
Chapter 4 Case Analysis:New Product Development Strategy and MarketingEfficiency Analysis of Z Beer Company
    4.1 The development trend and competitive pattern of China's beer industry
    4.2 The new product development process of beer
    4.3 New product development strategies of major competitors of Z beercompany
    4.4 Market competitiveness analysis and new product development strategy of ZBeer Company
Chapter 5 Optimization Strategy of Z Beer Company's New ProductDevelopment
    5.1 Establish the concept of consumer oriented new product development
    5.2 Establish a new product concept test management program focused onconsumer experience
    5.3 The implementation strategy of product concept test program focused onconsumer experience
    5.4 Interaction between new product development optimization strategy andadjustment of marketing strategy of Z beer company
Chapter 6 Conclusion
    6.1 Research conclusion
    6.2 Research limitations and issues to be explored
REFERENCE



本文編號(hào)：3758059