本文選題：黃酒 + 即墨老酒��； 參考：《山東大學》2010年碩士論文

【摘要】： 本文研究的核心命題是即墨老酒綠色文化營銷；核心觀點是綠色文化資源豐富的即墨老酒適宜開展綠色文化營銷,綠色文化營銷能夠解決長久以來困擾黃酒營銷的“賣點不突出”的問題；主要內容是綠色文化營銷概論、即墨老酒綠色文化資源概論、即墨老酒綠色文化營銷策略。 綠色文化是指以“人類對自然物質界的良好治理是正確的”這一信念為核心價值觀的文化。即墨老酒綠色文化營銷,就是有意識地通過發(fā)現、甄別、培養(yǎng)或創(chuàng)造有即墨老酒特色的綠色文化價值觀,來達成企業(yè)經營目標(經濟的、社會的、尤其是環(huán)境的)的一種營銷方式。即墨老酒的產品綠色文化營銷、品牌綠色文化營銷和企業(yè)綠色文化營銷都是即墨老酒綠色文化營銷的重要內容。 除序言和結語外,本文主要從以下三個部分對即墨老酒綠色文化營銷問題進行了初步的探索,按邏輯順序依次是： 一、提出理論模型——綠色文化營銷策略概論； 二、梳理該模型所分析與轉化的對象——即墨老酒綠色文化資源概論： 三、通過理論模型,實施對上述對象的分析與轉化,得到結果——即墨老酒綠色文化營銷策略。 具體地,各部分的主要內容是： 第一章——綠色文化營銷概論,主要介紹本文的理論模型——綠色文化營銷策略的概念,共分為三部分。首先,提出綠色文化的概念；其次,通過對目前國內有代表性的文化營銷策略概念的分析介紹,進一步提出筆者的文化營銷策略概念,并按結構分類；最后,在整合前兩個概念的基礎上,提出實施綠色文化營銷的基本策略。 第二章是即墨老酒綠色文化資源概論,是本文的理論模型所分析與轉化的對象,共分為四部分。首先總體上介紹即墨老酒綠色文化資源的特色。然后,分三部分,分別從產品文化、品牌文化和企業(yè)文化角度,較為細致地介紹即墨老酒綠色文化資源。 第三章是即墨老酒綠色文化營銷策略,采用本文的理論模型對即墨老酒綠色文化資源這一對象進行分析與轉化,得出“感恩”主題的即墨老酒綠色文化營銷策略,共分為四部分。首先總體上介紹“感恩”作為即墨老酒綠色文化營銷中心賣點的合理性。然后,分三部分,分別從產品文化、品牌文化和企業(yè)文化角度,較為細致地介紹即墨老酒“感恩”主題綠色文化營銷策劃方略。在產品綠色文化營銷策略部分,主要從“產品性能”和“與產品基本性能關系密切的生產過程”兩方面進行策劃。在品牌綠色文化營銷策略部分,主要從“綠色文化包裝設計”與“綠色文化廣告設計”兩方面進行策劃。在企業(yè)綠色文化營銷策略部分,主要從“企業(yè)綠色文化營銷形式”與“企業(yè)綠色文化營銷內容”兩方面進行策劃。 在論文的結語部分,筆者認為,發(fā)現并充分利用文化的時代特征和發(fā)展趨勢,是營銷成功的關鍵所在。但同時也應注意到消費者的需要有其內在的穩(wěn)定性。綜合上述分析,作為整合黃酒的歷史文化優(yōu)勢與綠色文化優(yōu)勢、面向市場的綠色文化營銷的中心賣點,“感恩”賣點的提出,對解決長期以來困擾黃酒營銷的“賣點多,但消費者一個也難以記住”的問題,提供了一些較為實際的解決思路。 論文在綠色文化營銷的基本概念分析、即墨老酒綠色文化資源梳理、即墨老酒綠色文化營銷策劃方法與創(chuàng)意等方面進行了初步探索,對黃酒綠色文化營銷的發(fā)展前景進行了展望,以期該題目的研究對我國黃酒行業(yè)市場營銷有所幫助。
[Abstract]:The core proposition of this paper is the marketing of the green culture of the old wine .
The core idea is that green culture resources are rich in the ready - to - ink old wine is suitable for the green culture marketing , the green culture marketing can solve the problem that the " selling point is not outstanding " which has puzzled the yellow wine marketing for a long time ;
The main content is the introduction of green culture marketing , the introduction of the green cultural resources of the old wine , and the marketing strategy of the green culture of the old wine .


The green culture refers to the culture of the core values based on the belief that " good governance of the natural material industry is correct " .


In addition to the preface and the epilogue , this paper makes a preliminary exploration on the marketing of the green culture of the old wine from the following three parts :


First , put forward the theory model _ green culture marketing strategy overview ;



II . Introduction of the green cultural resources of the object _ ready - to - ink old wine analyzed and transformed by the model :


Thirdly , through the theoretical model , the analysis and transformation of the above objects are carried out , and the result _ instant green culture marketing strategy is obtained .


Specifically , the main contents of each part are :


The first chapter is the introduction of green culture marketing , which mainly introduces the concept of the theory model and the marketing strategy of green culture , which is divided into three parts . Firstly , the concept of green culture is put forward .
Secondly , through the analysis of the concept of representative cultural marketing strategy in China , the author further puts forward the author ' s concept of culture marketing strategy , and sorts them according to structure .
Finally , on the basis of the two concepts before integration , the basic strategy of implementing green culture marketing is put forward .


The second chapter is an overview of the green cultural resources of the wine and the old wine . It is the object of the analysis and transformation of the theory model in this paper , which is divided into four parts . First , the characteristics of the green cultural resources of the old wine are introduced . Then , the green cultural resources of the old wine are introduced in detail from the product culture , the brand culture and the enterprise culture angle .


The third chapter is the green culture marketing strategy of the old wine , which is based on the analysis and transformation of the object of the green cultural resources of the old wine .


In the concluding part of the thesis , the author thinks that it is the key to the success of marketing , which is the key to the success of marketing . But at the same time , it should be noted that the consumer needs to have the inherent stability .


On the basis of the analysis of the basic concept of green culture marketing , the author makes a preliminary exploration on the green cultural resources of the old wine , the method and the originality of the green culture marketing planning , and looks forward to the development prospect of the yellow wine green culture marketing , with the hope that the research of this topic can help the marketing of the yellow wine industry in China .

【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2010
【分類號】：F426.82;F274;F205

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本文編號：1828620