黑龙江蓝带啤酒差异化营销策略研究

发布时间：2018-04-27 09:56

本文选题：蓝带啤酒 + 营销策略　；参考：《华中农业大学》2013年硕士论文

【摘要】：改革开放三十年来,中国经济取得了迅猛的发展,各行业都进入了高速发展的历史时期。进入二十世纪九十年代中后期,中国啤酒产业进入了高速发展的时期,逐步成熟。黑龙江地区的啤酒销量增长迅猛。2012年,黑龙江啤酒市场总容量为209万千升,哈尔滨市人均消费约85升,哈尔滨作为中国啤酒的发源地,历来是各大啤酒企业的必争之地。哈尔滨、雪花、青岛三大企业都对黑龙江市场虎视眈眈,垂涎三尺。面对啤酒消费容量如此大的市场,竞争激烈,再所难免。黑龙江蓝带啤酒占据高端听装产品的主导地位,青岛啤酒通过奥运营销策略在2008年开始抢占黑龙江的啤酒市场份额。雪花作为销量第一的啤酒品牌,也对黑龙江啤酒市场觊觎已久。本文正是在此背景下撰写,通过对知名啤酒品牌——蓝带啤酒差异化营销的实证分析,对蓝带啤酒后继的市场营销策略加以理论性指导和参考,使蓝带啤酒能够在黑龙江市场以更优更合理的策略发展是本文的写作目的。首先,本论文就选题背景和蓝带啤酒在黑龙江市场的发展状况进行说明,然后对于黑龙江市场的外部宏观环境和竞争对手的市场运作情况进行分析,在此部分的基础上通过SWOT分析的方式对于蓝带啤酒黑龙江市场的后继操作重点进行定性的分析,然后通过2010年-2012年销售数据的定量分析,评价蓝带啤酒在黑龙江市场的促销效果；最后通过定性和定量分析的总结,完善出一套适合蓝带啤酒的理论分析体系,对蓝带啤酒的销售策略(主要是赠品促销方式)进行理论性的分析评价,为今后的实施给予相关理论性指导建议。
[Abstract]:Since the reform and opening up 30 years ago, China's economy has made rapid development, and all industries have entered the historical period of rapid development. In the middle and late 1990s, China's beer industry has entered a period of rapid development, gradually mature. In 2012, the total capacity of Heilongjiang beer market was 2.9 million liters, and the per capita consumption of Harbin was about 85 liters. Harbin, as the birthplace of Chinese beer, has always been a necessary place for beer enterprises. Harbin, snow, Qingdao three major enterprises are eyeing Heilongjiang market covetously, salivating. In the face of beer consumption capacity of such a large market, fierce competition, and inevitable. Blue Ribbon occupies the leading position in high-end products, and Tsing Tao Beer began to seize the beer market share of Heilongjiang in 2008 through the Olympic marketing strategy. Snow as the first-selling beer brand, but also the Heilongjiang beer market coveted for a long time. This article is written under this background, through the empirical analysis to the well-known beer brand-Blue Ribbon differential marketing, carries on the theoretical guidance and the reference to the subsequent marketing strategy of Blue Ribbon. The purpose of this paper is to enable Blue Ribbon to develop better and more reasonably in Heilongjiang market. First of all, this paper explains the background of the topic and the development of Blue Ribbon in Heilongjiang market, and then analyzes the external macro environment of Heilongjiang market and the market operation of competitors. On the basis of this part, through the way of SWOT analysis, the following operation focus of Blue Ribbon Heilongjiang market is qualitatively analyzed, and then the quantitative analysis of sales data from 2010 to 2012 is carried out. To evaluate the promotion effect of Blue Ribbon in Heilongjiang market; finally, through qualitative and quantitative analysis, to perfect a set of theoretical analysis system suitable for Blue Ribbon, This paper makes a theoretical analysis and evaluation of Blue Ribbon's sales strategy (mainly the way of promotion of gifts), and gives relevant theoretical guidance and suggestions for the future implementation.
【学位授予单位】：华中农业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.82

【参考文献】