SKFJ酒业公司市场营销策略研究

发布时间：2018-04-03 10:26

本文选题：SKFJ　切入点：营销　出处：《山东理工大学》2015年硕士论文

【摘要】：SKFJ酒业有限公司坐落在儒家文化的发源地山东济宁,主要以白酒生产为主业,曾经一度创造了辉煌的销售历史。但是随着公司经过高速发展的时期,进入平稳发展期,其一度强调文化对销售的影响力,其营销策略逐渐呈现单一化趋势,与国内、省内一些知名白酒企业的竞争没有明显的特色优势。尤其是曾经过于强调广告效应,使得SKFJ酒业在品牌包装、新产品开发、营销渠道的构建上存在一些丞待解决的问题,原有消费者对品牌的忠诚度下降,开拓市场领域不足。本文主要以市场营销为理论基础,通过对当地具有一定知名度和影响力的白酒企业为研究对象,运用营销理论知识,采用实地调研、高层访谈、比较分析、问卷调查、模糊评价等方式方法,对当前企业的营销策略进行诊断,找出问题,进行实证分析和研究,首先根据SKFJ酒业市场营销策略,构建指标评价体系,通过模糊评价得出分析结果。然后对本公司营销环境进行分析,主要采用PEST模型分析宏观环境、波特五力模型进行行业环境分析、SWOT进行内部环境分析,最后对其营销策略进行优化,并制定支撑保障体系,从而为企业开启新的市场营销之路。
[Abstract]:SKFJ Liquor Co., Ltd. is located in Shandong Jining, the birthplace of Confucian culture, mainly in liquor production, once created a brilliant sales history.However, with the rapid development of the company and its steady development period, it once emphasized the influence of culture on sales, and its marketing strategy gradually presented a single trend, and domestic,There is no obvious characteristic advantage in the competition of some famous liquor enterprises in the province.Especially because of the emphasis on advertising effect, SKFJ wine industry has some problems to be solved in brand packaging, new product development and marketing channel construction. The original consumers' loyalty to the brand has declined, and the market area is insufficient.Based on the theory of marketing, this paper applies marketing theory knowledge, field investigation, high-level interview, comparative analysis, questionnaire survey to local liquor enterprises with certain popularity and influence.Fuzzy evaluation and other methods, the current enterprise marketing strategy diagnosis, find out the problem, empirical analysis and research, first according to the SKFJ wine marketing strategy, build an index evaluation system, through fuzzy evaluation to get the results of the analysis.Then we analyze the marketing environment of our company, mainly use PEST model to analyze the macro environment, Porter five forces model to carry on the industry environment analysis to carry on the internal environment analysis, finally to its marketing strategy carries on the optimization, and formulates the support safeguard system.Thus for the enterprise to open a new road of marketing.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.82;F274

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