本文關(guān)鍵詞： 白酒市場 競爭戰(zhàn)略 品牌戰(zhàn)略　出處：《復(fù)旦大學(xué)》2010年碩士論文　論文類型：學(xué)位論文

【摘要】： 會蒙國際集團(tuán)總部位于全球經(jīng)濟(jì)、文化、金融、貿(mào)易、航運(yùn)、物流等匯集中西方文明和現(xiàn)代時(shí)尚的東方明珠——上海。集團(tuán)主要從事礦產(chǎn)資源、酒業(yè)、貿(mào)易、投資、科技。是一個(gè)綜合性的企業(yè)集團(tuán)。公司總資產(chǎn)2.8億元。會蒙酒業(yè)事業(yè)部在秉承了中國傳統(tǒng)白酒釀造技術(shù)和深厚文化背景的同時(shí),與時(shí)代共前行,結(jié)合國際先進(jìn)的生產(chǎn)技術(shù)經(jīng)營理念,推出了一款自主研發(fā)白酒品牌——紅摩51.3。 通過對中國白酒的宏觀環(huán)境和市場環(huán)境的分析,白酒市場將面臨六個(gè)轉(zhuǎn)變,即從“中低檔”消費(fèi)向“中高檔”轉(zhuǎn)變、從“白酒主導(dǎo)”向“酒類多元”轉(zhuǎn)變、從“功能訴求”向“文化訴求”轉(zhuǎn)變、從“感性需求”向“理性需求”轉(zhuǎn)變、從“大眾市場”向“細(xì)分個(gè)性”轉(zhuǎn)變、從“渠道控制”向“品牌塑造”轉(zhuǎn)變。 通過對會蒙白酒的SWOT分析,本文提出了“紅摩51.3”的品牌定位為“時(shí)尚、品位”,并設(shè)計(jì)兩款產(chǎn)品。一款是“紅摩51.3”,進(jìn)入傳統(tǒng)渠道；另一款是“紅摩51.3(妖嬈)”,進(jìn)入走夜場會所等渠道。在廣告上,突顯尊貴、高尚、品位,顯現(xiàn)上海的時(shí)尚感和摩登文化,輔以各種公關(guān)活動,讓“紅摩51.3”更加接近消費(fèi)者。在渠道上,首先考慮那些集聚高貴品位人群出入場所。其次是在傳統(tǒng)渠道上,采用迂回包抄的策略進(jìn)入高當(dāng)酒店高級酒樓。 通過構(gòu)建“上海會蒙酒業(yè)集團(tuán)公司”,負(fù)責(zé)運(yùn)行公司的各項(xiàng)酒類營銷,以及“紅摩51.3”的整個(gè)運(yùn)作,按戰(zhàn)略路徑,有計(jì)劃、有步驟、有信心地執(zhí)行下去,并在執(zhí)行過程中注意風(fēng)險(xiǎn)控制。
[Abstract]:Headquartered in the global economy, culture, finance, trade, shipping, logistics and so on, Huimeng International Group is mainly engaged in mineral resources, wine industry and trade. Investment, science and technology. Is a comprehensive enterprise group. The total assets of the company 280 million yuan. Will Mongolia wine business department in adhering to the traditional Chinese liquor brewing technology and deep cultural background at the same time, with the times forward. Combined with the international advanced production technology management concept, a brand of independent R & D liquor-Hongmo 51.3. Through the analysis of the macro environment and market environment of Chinese liquor, the liquor market will face six changes, that is, from "middle and low grade" consumption to "middle and high grade", from "liquor leading" to "wine pluralism". From "functional appeal" to "cultural appeal", from "perceptual demand" to "rational demand", from "mass market" to "subdivision personality", from "channel control" to "brand shaping". Based on the SWOT analysis of Huimeng Liquor, this paper puts forward the brand positioning of "Hongmo 51.3" as "Fashion, Grade", and designs two products: one is "Hongmo 51.3", which enters the traditional channel; The other is "red mockery 51.3 (enchanting)", into the evening clubhouse and other channels. In advertising, highlight the noble, noble, taste, showing Shanghai's sense of fashion and modern culture, supplemented by a variety of public relations activities. Let the "Red Mob 51.3" closer to the consumer. In the channel, first of all consider those who gather the noble taste of people in and out of the place, followed by in the traditional channel. Use a roundabout strategy to enter the high-end hotel restaurants. Through the construction of "Shanghai Huimeng Liquor Group Company", responsible for the operation of the company's various liquor marketing, as well as "Hongmo 51.3" the entire operation, according to the strategic path, planned, step by step. Carry out confidently and pay attention to risk control during execution.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：F426.82

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