TH公司市场营销策略分析

发布时间：2018-03-24 06:01

本文选题：啤酒玻璃瓶　切入点：波特五力模型　出处：《西南交通大学》2013年硕士论文

【摘要】：啤酒是长盛不衰的国际饮料,在过去的半个世纪里,世界啤酒产量保持持续增长。不仅如此,亚洲尤其中国啤酒的快速增长,成为当今世界啤酒增长的主要拉动力。而我国啤酒行业的持续性增长,必然会带动玻璃瓶罐行业的同步增长。但是目前国内玻璃行业整体技术水平比较落后,管理较为混乱,行业正处于整合的黄金阶段,随着啤酒行业对包装质量的不断提升,中国玻璃瓶罐行业面临着前所未有的发展机遇。因此,在现阶段研究啤酒玻璃行业市场营销具有重要理论及现实意义。本文在回顾了市场营销相关理论PEST分析法、波特五力分析、4P分析和SWOT分析的基础上,首先对我国啤酒瓶行业的营销现状从外部环境和行业竞争环境两个方面进行了分析,随后结合TH公司内部营销现状和市场战略进行了分析,制定了TH公司的市场定位,最后从产品策略分析、产品价格分析、渠道策略分析和促销策略分析等方面对TH公司的的营销策略进行设计,并对TH公司提出营销策略实施的建议。本人结合多年从事啤酒玻璃制造业营销工作的实践经验和相关理论知识,对TH公司所处的行业运用PEST分析法和SWOT分析法进行了分析,对啤酒瓶行业的发展趋势和未来前景进行了深入地、全方面地分析,为我国啤酒瓶行业内其他企业的生产、发展规划,提供一定的参考借鉴意义。
[Abstract]:Beer is an everlasting international drink. Over the past half century, world beer production has continued to grow. Not only that, but also the rapid growth of beer in Asia, especially in China. The sustained growth of the beer industry in our country will certainly lead to the synchronous growth of the glass bottle and can industry. But at present, the overall technical level of the domestic glass industry is relatively backward and the management is relatively chaotic. The industry is in the golden stage of integration. With the continuous improvement of packaging quality in the beer industry, China's glass bottle and jar industry is facing unprecedented development opportunities. It is of great theoretical and practical significance to study the marketing of beer glass industry at the present stage. On the basis of reviewing the related theories of marketing, such as PEST analysis, Porter's five-force analysis and SWOT analysis, this paper firstly analyzes the present situation of beer bottle industry in China from two aspects: external environment and competition environment. Then, combining with the internal marketing situation and marketing strategy of th Company, the paper makes the market positioning of th Company. Finally, it analyzes the product strategy and the price of the product. The marketing strategy of th company is designed in the aspects of channel strategy analysis and promotion strategy analysis, and the suggestion of implementing marketing strategy is put forward to th company. Combining with the practical experience and relevant theoretical knowledge of the beer glass manufacturing industry for many years, I analyze the industry of th company by using PEST analysis and SWOT analysis. The development trend and future prospect of beer bottle industry are analyzed in depth and in all aspects, which provides a reference for the production and development planning of other enterprises in the beer bottle industry of our country.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.82

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