本文選題：金士百 + 啤酒��； 參考：《吉林大學(xué)》2010年碩士論文

【摘要】： 中國人口眾多,因此中國啤酒的生產(chǎn)和消耗量也十分巨大, 2003年中國啤酒的產(chǎn)銷量近2500萬千升,成為世界最大的啤酒產(chǎn)銷國。但是在貌似繁榮的背后,啤酒行業(yè)又蘊(yùn)含著重重危機(jī)。我國啤酒行業(yè)的發(fā)展規(guī)模已經(jīng)遠(yuǎn)遠(yuǎn)大于國內(nèi)市場需求總量,產(chǎn)生了嚴(yán)重的供求矛盾和連年的價格大戰(zhàn),導(dǎo)致企業(yè)利潤下降,整個行業(yè)的總體發(fā)展形勢比較嚴(yán)峻。 長春地區(qū)目前有18家啤酒企業(yè),每年總產(chǎn)量達(dá)200多萬千升,長春地區(qū)啤酒也存在供大于求,產(chǎn)品過剩的狀況,企業(yè)間的競爭也異常激烈。 金士百啤酒集團(tuán)是吉林省最大的啤酒生產(chǎn)基地,其產(chǎn)品包括綠色純生系列、干啤系列、熟啤系列、聽裝系列和扎啤系列等,每個系列又分為不同種類。金士百啤酒在吉林省的強(qiáng)勢地位、企業(yè)的成本優(yōu)勢和產(chǎn)能優(yōu)勢、穩(wěn)健的經(jīng)營、良好的財(cái)務(wù)狀況、較高的營銷管理能力是金士百啤酒的市場競爭優(yōu)勢;而公司資金上的欠缺、價格優(yōu)勢不明顯、戰(zhàn)略規(guī)劃能力較弱、營銷模式不完善、品牌力欠缺等又是金士百啤酒的劣勢所在。由于全國啤酒行業(yè)整合第一階段還未完成,金士百還具有很多市場機(jī)會;同時外部市場環(huán)境中的潛在威脅也不容忽視。目前長春地區(qū)的雪花、華丹,哈啤的銀瀑,山東的青島啤酒,美國的百威、藍(lán)帶是金士百的最主要競爭對手。 金士百啤酒公司應(yīng)以提高市場占有率作為企業(yè)的近期營銷目標(biāo),抓緊時間采取有效措施去搶占有限的市場份額。其目標(biāo)市場可以劃分為四個區(qū)域。主基地市場為長春市區(qū),市場占有率目標(biāo)為80%以上;分基地市場為農(nóng)安、德惠、九臺、公主嶺等周邊縣市,市場占有率目標(biāo)位60%-80%;外圍市場為吉林、四平、松原等城市,采取強(qiáng)攻策略,占領(lǐng)市場;遠(yuǎn)程市場為150公里以外地區(qū),爭取進(jìn)占或滲透該市場。 為了實(shí)現(xiàn)金士百集團(tuán)的總體發(fā)展目標(biāo),我們?yōu)槠湓O(shè)計(jì)了營銷組合策略。 產(chǎn)品策略。繼續(xù)改良產(chǎn)品結(jié)構(gòu),開發(fā)新產(chǎn)品,改進(jìn)產(chǎn)品包裝,提升產(chǎn)品整體質(zhì)量,加強(qiáng)品牌建設(shè)。 定價策略。金士百純生產(chǎn)品的定價以國內(nèi)純生啤酒價格為參照系,如珠江純生、青島純生等,價格要比參照產(chǎn)品略低以取得競爭優(yōu)勢。 渠道策略。金士百應(yīng)盡快優(yōu)化強(qiáng)化深度分銷措施,特別注意將銷售人員的職責(zé)重心從獲取訂單轉(zhuǎn)移到終端溝通和生動化上。 促銷策略。在市場發(fā)展的不同階段和不同類型的市場采用不同的促銷策略。根據(jù)市場需求和競爭對手分析開展促銷活動,提高市場份額,培育金士百消費(fèi)者的顧客忠誠度;減少通路促銷的比率,降低通路促銷的消極作用;提高廣告促銷的針對性,包含針對市場因素的廣告促銷和針對產(chǎn)品自身因素的廣告促銷;最后,要大力強(qiáng)化人員推銷和銷售促進(jìn)工作的力度和效果。 以上營銷策略的成功實(shí)施,需要足夠強(qiáng)大的執(zhí)行力作為保障。金士百啤酒應(yīng)該在以下幾個方面加強(qiáng)執(zhí)行力:推進(jìn)企業(yè)組織結(jié)構(gòu)優(yōu)化和流程再造;健全完善績效考核機(jī)制,激發(fā)銷售人員的潛力;加強(qiáng)員工培訓(xùn),提高組織的學(xué)習(xí)能力。
[Abstract]:China has a large population, so the production and consumption of Chinese beer are also very huge. In 2003, the production and sales of Chinese beer were nearly 2500 thousand litres, which became the largest beer producing and marketing country in the world. But behind the seemingly prosperous, the beer industry contains many crises. The development scale of the beer industry in China is far larger than the domestic market demand. In total, resulting in a serious contradiction between supply and demand and after the price war, resulting in the decline in corporate profits, the general development situation of the whole industry is more severe.
There are 18 beer companies in Changchun, with a total output of more than 200 thousand litres a year. In Changchun, there is also a oversupply of beer, the surplus of products and the fierce competition among enterprises.
Jin Shi Bai beer group is the largest beer production base in Jilin province. Its products include green pure life series, dry beer series, ripe beer series, hearing series and beer series, each series is divided into different kinds. The strong position of Jin Shi Bai beer in Jilin Province, the enterprise's advantage and capacity advantage, steady operation and good finance Conditions, high marketing management ability is the competitive advantage of Jin Shi Bai beer, but the lack of company funds, the price advantage is not obvious, the strategic planning ability is weak, the marketing mode is not perfect, the brand power is deficient and so on. Because the first stage of the whole national beer wine industry has not been completed, Jin Shi hundred also has There are many market opportunities; and the potential threat in the external market environment can not be ignored. At present, the Changchun region's snowflakes, wadan, the silver waterfall of harp, the Tsingtao Brewery in Shandong, the Budweiser in the United States, and the blue belt are the main competitors of Kim.
In order to improve the market share as the short-term marketing target of the enterprise, it should take the time to take effective measures to seize the limited market share. The target market can be divided into four regions. The main base market is Changchun City, the target of market share is more than 80%; the base market is Nong'an, Dehui, nine sets, Gongzhuling. Such as surrounding counties and cities, market share target 60%-80%; the peripheral market for Jilin, Siping, Songyuan and other cities, take a strong attack strategy, occupy the market; the distance market is 150 kilometers away, strive to occupy or infiltrate the market.
In order to achieve the goal of overall development of Ginsber group, we have combined marketing strategy for its design.
Product strategy. To improve product structure, develop new products, improve product packaging, improve the overall quality of the product, strengthen the brand construction.
Pricing strategy. The price of pure raw products is based on domestic pure beer price, such as pure birth of Pearl River, pure birth in Qingdao and so on, and the price is slightly lower than the reference product to gain competitive advantage.
Channel strategy. We should optimize the measures to strengthen the depth distribution as soon as possible, and pay special attention to the transfer of the responsibility of the sales staff from the acquisition of orders to the terminal communication and the vividness.
Promotion strategy. Different promotion strategies are adopted in different stages of market development and different types of market. Marketing promotion activities are carried out according to market demand and competitors, market share is improved, customer loyalty of the consumers of Jin Dynasty is nurture; the ratio of marketing promotion is reduced, negative effect of lower access promotion is reduced; promotion of advertising promotion is improved. It includes advertising promotion for market factors and advertising promotion for the product itself. Finally, we should vigorously strengthen the efforts and effects of promotion and promotion of personnel sales and sales.
The successful implementation of the above marketing strategy requires strong executive power as a guarantee. It should be strengthened in the following aspects: promoting organizational structure optimization and process reengineering, perfecting the performance appraisal mechanism, stimulating the potential of the sales staff, strengthening the training of employees, and improving the learning ability of the organization.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：F274;F426.82

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 姜燕;呦呦奶醇飲品宣傳方案設(shè)計(jì)[D];吉林大學(xué);2012年

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本文編號：2020203