青岛啤酒市场营销策略研究

发布时间：2018-05-25 23:36

本文选题：青岛啤酒 + 营销策略　；参考：《对外经济贸易大学》2015年硕士论文

【摘要】：青岛啤酒2014年以品牌价值950.16亿元位列国内啤酒业之首,同期市场份额达到18%,居全国第二。能获得如此领先地位,离不开其之前成功的市场营销策略。然而当前公司面临的营销环境产生了较大变化,对其营销策略应当赋予新的思考。首先是行业出现“拐点”,国内啤酒销量出现二十多年来首次负增长,2014年啤酒产量同比下降0.96%。行业扩张方式也发生变化,通过并购来实现公司迅速扩张的增长模式已不可持续。其次啤酒市场需求随着消费层级的提升正在发生改变。一方面产品价格高端化是未来的新趋势,另一方面啤酒消费习惯也随之改变,未来瓶装中低端啤酒的市场会缩小,高端啤酒和易拉罐装啤酒的市场发展潜力更大。三是互联网发展对啤酒行业营销模式带来挑战和机会,电子商务的兴起使电商平台成为了新的销售渠道,互联网媒体营销环境变化也给青岛啤酒媒体营销策略带来了挑战。本文运用4P理论就青岛啤酒营销策略进行了总结,结合PEST理论以及波特五力模型对公司所处的宏、微观环境展开分析,并归纳出公司所面临的SWOT。在此基础上,结合当前营销环境分析青岛啤酒市场营销策略中存在的不足并给出更加有效的营销方案和建议。论文在上述研究基础上揭示了公司当前营销策略中存在的不足。一是第二品牌推广不够,区域品牌部分空缺,公司提出的“1+1+N”品牌构架未能落地,并且公司品牌形象低端化亟待解决;二是公司大客户渠道在灵活性和可控性上存在弊端;最后公司在推广方面过分依赖传统媒体。论文针对性地提出了相应改进建议。品牌和产品架构方面,在主品牌和副品牌的关系落实上公司应当制订更加明确的特定规划,使得主品牌和副品牌能够真正实现互补;渠道和推广方面,公司应当积极应对移动互联网发展对啤酒行业传统营销模式产生的深远影响,在稳步推进电商销售渠道建设的同时,增加公司对利用新媒体开展推广活动的关注。
[Abstract]:Tsing Tao Beer ranked first in the domestic beer industry with a brand value of 95.016 billion yuan in 2014, with a market share of 18 yuan in the same period, ranking second in the country. Such a leading position can not be achieved without its previous successful marketing strategy. However, the marketing environment faced by the company has changed greatly, and new thinking should be given to its marketing strategy. The first is the "turning point" in the industry, with domestic beer sales showing negative growth for the first time in more than two decades, with beer production falling 0.96 percent in 2014 from a year earlier. The mode of industry expansion has also changed, and the mode of rapid expansion through mergers and acquisitions has become unsustainable. Secondly, beer market demand is changing with the increase of consumption level. On the one hand, the high price is a new trend in the future, on the other hand, the consumption habits of beer will also change, the market of bottled middle and low end beer will shrink in the future, and the market potential of high-end beer and can beer will be bigger. Third, the development of the Internet brings challenges and opportunities to the beer industry marketing model. The rise of e-commerce makes the e-commerce platform become a new sales channel. The change of the Internet media marketing environment also brings challenges to the Tsing Tao Beer media marketing strategy. This paper summarizes the marketing strategy of Tsing Tao Beer by using 4p theory, analyzes the macro and micro environment of the company with PEST theory and Porter's five-force model, and concludes the SWOT that the company is facing. On this basis, the shortcomings of Tsing Tao Beer marketing strategy are analyzed in combination with the current marketing environment, and more effective marketing schemes and suggestions are given. On the basis of the above research, the paper reveals the shortcomings of the company's current marketing strategy. First, the second brand promotion is not enough, regional brand partial vacancy, the company proposed "11 N" brand framework failed to land, and the low end of the company brand image needs to be solved; Second, there are disadvantages in flexibility and controllability of the company's major customer channels; finally, the company relies too much on traditional media for promotion. The paper puts forward corresponding suggestions for improvement. In terms of brand and product structure, the company should develop more specific plans for the implementation of the relationship between the main brand and the sub-brand so that the main brand and sub-brand can truly complement each other; in terms of channels and promotion, The company should actively deal with the far-reaching impact of the development of mobile Internet on the traditional marketing model of beer industry, while steadily promoting the construction of e-commerce sales channels, increasing the company's attention to the use of new media to carry out promotional activities.
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.82;F274

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