督威啤酒2013年广东营销计划

发布时间：2018-01-08 20:01

本文关键词：督威啤酒2013年广东营销计划　出处：《华南理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：“督威啤酒厂2013年广东营销计划”论证了研究理论可以应用在实践中，在广东省食品和饮料行业提高品牌的知名度和销售量。同时，也说明了如何更好地将进口优质啤酒引入广东。通过这些措施，它显示了一个外国公司如何能够在广东市场创造出更好的销售和更强的品牌意识。本文的结论是，如果实施正确的营销策略将增加在中国市场的销售，并有迹象显示持续改善。本文以研究背景和文献回顾开篇。在本章节中，它提出了问题，及其研究背景和意义。然后描述，并回顾了相关文献，，根据上面提到的五个方面的重点。接下来，它描述了督威啤酒厂在中国和广东的公司状况。这部分包括督威啤酒厂的档案，包括它的背景，过去和现在的销售，以及有关该公司目前的文献。第三，它进入中国的市场环境。本节包括督威啤酒厂在大中国区以及广东的总体环境评估信息。它还包括中国和广东啤酒行业的市场需求分析。最后，介绍并简要分析了督威啤酒厂在中国和广东主要的同行业竞争对手。在第四部分，针对在中国和广东省采取的营销策略和举措进行了讨论。还确定了在中国和广东的督威啤酒厂的机会和威胁，并且还考虑到了资源，成本和预算，以及可行的广告和投资方案。最后，研究了市场细分，目标和定位等战略方案。最后，总结与分析了收集的数据以及关于督威中国的关键问题。以此介绍所收集的数据，对其进行分析，并为督威啤酒厂列出2013年具体的营销举措。它还强调了督威中国作为一家外资企业在中国运营需要额外注意的问题。
[Abstract]:"Duvel factory in Guangdong in 2013 marketing plan" to prove the theory can be applied in practice, enhance brand awareness and sales of food and beverage industry in Guangdong province. At the same time, also explains how to better the imported high quality beer into Guangdong. Through these measures, it shows how to create a foreign company a better sales and a stronger brand awareness in the market of Guangdong. The conclusion is that if the implementation of the correct marketing strategy will increase in Chinese market sales, and there are signs of improvement.
In this paper, the research background and literature review begins. In this chapter, it puts forward the problems, research background and significance. And then described and reviewed the related literature, according to the focus of the five aspects mentioned above.
Next, it describes the duvel factory in Chinese and Guangdong company. This part includes the duvel factory archives, including its background, past and present sales, the company's current and relevant literature.
Third, it enters the China market environment. This section includes duvel factory evaluation information in Chinese district and Guangdong's overall environment. It also includes the analysis of Chinese and Guangdong beer industry market demand. Finally, introduces and analyzes the duvel plant competition in Chinese and Guangdong mainly in the same industry competitors.
In the fourth part, according to the marketing strategy and the measures taken in China and Guangdong province are discussed. Also identified in the China and Guangdong duvel factory opportunities and threats, and also considering the resources, cost and budget, as well as feasible advertising and investment programs. Finally, the study of market segmentation, target and the positioning strategy.
Finally, the summary and analysis of the collected data and the key problems about Chinese. Duvel to introduce the data collected, analyzed, and lists the specific marketing initiatives in 2013 for the duvel factory. It also emphasizes the China duvel as a foreign enterprise in Chinese operation should pay extra attention to the problem.

【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.82

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