金门高粱酒在大陆白酒市场品牌战略之研究

发布时间：2018-07-09 11:05

本文选题：金门高粱酒 + 大陆白酒市场　；参考：《厦门大学》2009年硕士论文

【摘要】： 优势的竞争力是一个企业基业长青的基石。在产品、价格、通路、促销等各种差异化日益缩小的激烈竞争市场中,了解本企业的核心竞争能力,综合所有产品、人力、资本、管理、营销、技术研发等内部资源,建构以「品牌战略」为企业的核心营销战略,创建强势品牌,以创造顾客及市场价值,获取企业最大利润,是21世纪的现代化企业,立足市场的最有效途径之一。金门酒厂实业股份有限公司,生产举世闻名的优质「金门高粱酒」,为台湾白酒第一品牌。2004年4月8日设立厦门全资子公司,正式进军全世界最大的,也是最古老的中国大陆白酒消费市场,如何以品牌战略做为企业的核心战略,使金门高粱酒在「大陆白酒市场」中脱颍而出,并占有一席之地是本论文研究的重心。本文分为四章: 第一章概要叙述本论文研究的背景与动机,确立研究目的与界定研究范围,设定研究流程与研究方法,并就研究的限制性和重要名词加以说明。第二章根据本文研究的需要,就所搜集的文献资料,分析大陆高端白酒市场及金酒公司的产业现况。并就研究所需的理论框架,SWOT理论和品牌战略相关理论,就中外学者的立论做简要结构性的介绍。第三章本章先以SWOT理论分析金门高粱酒进入大陆白酒市场的优势、劣势、机会与威胁。再依据研究方法所设计的问卷调查和深度访谈资料,分析金门高粱酒目前在大陆白酒市场的品牌印象与市场营销现况。最后以成功的品牌,所必须具备的竞争力要素及所追求的品牌知名度、美誉度、忠诚度的三种境界,来检视金门高粱酒在大陆白酒市场的品牌形象现况及存在的问题,做为制定品牌战略规划的基础。第四章本章节就上述研究问题发现,依据李光斗教授的动态品牌战略规划模型,按金门高粱酒在大陆白酒市场的营销与品牌诊断、产品品牌定位、金酒公司的企业品牌定位、金门高粱酒的品牌形象策略、金门高粱酒的品牌营销传播策略,对研究的主题做出结论和建议。
[Abstract]:Competitive advantage is the cornerstone of an enterprise base industry. In the increasingly narrower and increasingly narrower competitive markets, such as products, prices, channels and promotions, the core competencies of the enterprise are understood, and the internal resources of all products, manpower, capital, management, marketing and technology development are integrated, and the core of the enterprise is to construct the "brand strategy" as the core of the enterprise Marketing strategy, to create a strong brand to create customer and market value, to obtain the maximum profit of the enterprise, is one of the most effective ways for the modern enterprises in the twenty-first Century and based on the market.
Jinmen distillery industrial Limited by Share Ltd, producing the world famous quality "Jinmen sorghum wine", set up Xiamen wholly-owned subsidiary for the first brand of Taiwan liquor in April 8th, and formally entered the world's largest and the oldest Chinese mainland liquor consumption market. How to make the brand strategy as the core strategy of the enterprise and make golden gate high It is the focus of this paper that Liang wine has emerged and occupied a place in the mainland liquor market.
This article is divided into four chapters.
The first chapter outlines the background and motivation of the study, establishes the purpose of the study, defines the scope of the study, sets up the research process and research methods, and explains the restrictive and important nouns of the research.
The second chapter, according to the needs of this study, analyzes the current situation of the high-end liquor market in mainland China and the industry of golden wine on the basis of the collection of literature and information, and briefly introduces the theoretical framework, SWOT theory and brand strategy related theories needed for the research, and makes a brief and structured introduction to the theory of Chinese and foreign scholars.
The third chapter first analyzes the advantages, disadvantages, opportunities and threats of Jinmen sorghum liquor into the mainland liquor market by SWOT theory, and then analyses the current brand impression and marketing status of Jinmen sorghum liquor in the mainland liquor market based on the questionnaire survey and in-depth interview data designed by the research methods. Finally, the successful brand must be made. In order to examine the current status and problems of the brand image of Jinmen sorghum liquor in the mainland liquor market, the factors of competitiveness and the three kinds of brand awareness, reputation and loyalty are the basis of making brand strategic planning.
The fourth chapter is found in this chapter. According to Professor Li Guangdou's dynamic brand strategy planning model, the marketing and brand diagnosis of Jinmen sorghum liquor in the mainland liquor market, product brand positioning, enterprise brand positioning of golden wine company, brand image strategy of Jinmen sorghum wine, brand marketing strategy of Jinmen sorghum wine, Make conclusions and suggestions on the subject of the study.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F426.82

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