青岛啤酒黑龙江省营销策略研究

发布时间：2018-07-11 18:20

本文选题：产品策略 + 价格策略　；参考：《哈尔滨工业大学》2015年硕士论文

【摘要】：中国啤酒行业是在20世纪80年代改革开放后才逐步发展起来的,经过30多年的发展,中国的啤酒产量和销售量均已达到世界首位,虽然这与世界第一的人口关系紧密,但是不可否认的是,啤酒在我国市场从稀有产品到成为餐桌上的普通饮品的成长发展。行业内的一些大企业不仅在国内占有相当份额,而且也开始大举进攻国外市场,积极实行走出去战略。目前,国内啤酒行业竞争激烈,一些大型企业通过兼并重组,不断提高品牌影响力和资本实力,使国内啤酒制造商彼此面对的竞争对手实力不断增强。同时国外知名啤酒厂商也在积极开辟中国市场,使得本已竞争激烈的国内企业面对的挑战更加艰巨。本文以竞争战略理论框架为基础,首先运用PEST分析方法、迈克尔·波特五力模型对青岛啤酒公司所处的外部环境进行深度分析,研究黑龙江省啤酒行业竞争现状。然后对青岛啤酒公司的内部环境进行分析,发现企业在资源和能力方面的优势和劣势。最后运用SWOT分析法明确青岛啤酒公司的市场细分、市场定位以及营销组合策略,并提出这些策略顺利实施的保障措施。
[Abstract]:China's beer industry developed gradually after the reform and opening up in the 1980s. After more than 30 years of development, China's beer production and sales have reached the first place in the world, although this is closely related to the world's first population. But it is undeniable that beer has grown from a rare product to a common drink on the table. Some large enterprises in the industry not only occupy a considerable share in the country, but also begin to attack foreign markets and actively implement the strategy of going out. At present, the domestic beer industry competition is fierce, some large enterprises through merger and reorganization, constantly improve the brand influence and capital strength, make domestic beer manufacturers face each other's competition strength constantly strengthened. At the same time, famous foreign brewers are also actively opening up the Chinese market, which makes the challenges faced by the already competitive domestic enterprises more arduous. Based on the theoretical framework of competition strategy, this paper firstly analyzes the external environment of Tsing Tao Beer Company by using pest analysis method and Michael Porter's five-force model, and studies the present situation of beer industry competition in Heilongjiang Province. Then it analyzes the internal environment of Tsing Tao Beer and finds out the advantages and disadvantages of the enterprise in terms of resources and capabilities. Finally, the market segmentation, market positioning and marketing combination strategy of Tsing Tao Beer company are clarified by using SWOT analysis method, and the guarantee measures for the smooth implementation of these strategies are put forward.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.82;F274

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