四君子酒营销策略研究
发布时间：2018-08-12 17:15
【摘要】：山东是中国的一个经济大省,同时也是白酒工业大省,白酒的生产和消费都位居全国前列。山东各个地方都有自己的酒厂,但随着地方保护主义的消除,地方白酒企业之间的竞争将更趋激烈。菏泽作为山东的一个地区,虽然经济相对落后,但是菏泽是梁山英雄故乡,人们有习武饮酒的习惯,白酒市场容量很大,而单县是菏泽的一个经济强县,更是位于苏鲁豫皖四省八县交界之处,有着广阔的白酒市场开拓空间。单县四君子集团有限公司由原国营单县酒厂改制组建而成,与共和国同岁,有着悠久的历史,现属山东省白酒重点企业、菏泽市骨干企业。2007年公司跻身“中国私营企业纳税50强”、“中国白酒百强企业”、“山东省食品行业综合实力30强”。四君子酒被评为“中国消费者基金会消费者满意品牌”、“中国历史文化名酒”、“山东名牌产品”。四君子商标荣获“中国驰名商标”,2012年四君子酒入选了“2012最具收藏价值名酒”。本文从山东白酒行业的发展现状分析出发,结合菏泽及其周边白酒市场的调查,在对四君子酒面临的市场环境进行SWOT分析的基础上,利用国外成熟的STP营销理论来选择确定产品的目标消费者,结合4Ps和4Cs理论,提出了四君子酒的新的营销策略,以期实现营销提升。希望本文的研究成果能使四君子集团有限公司的白酒销售策略成为其决胜市场的关键,同时也为其他中小白酒企业提升销售业绩提供一个参考。
[Abstract]:Shandong is an economic province of China, and also a big province of liquor industry. The production and consumption of liquor are among the top in China. Shandong has its own distilleries, but with the elimination of local protectionism, the competition between local liquor enterprises will become more fierce. Heze, as a region of Shandong Province, although its economy is relatively backward, Heze is the hometown of the heroes of Liangshan, people have the habit of practicing martial arts and drinking, the liquor market capacity is very large, and Shan County is a strong economic county in Heze. It is located at the junction of Jiangsu, Shandong, Henan and Anhui provinces and eight counties. Shan County four Gentlemen Group Co., Ltd. was established by the former state-owned Shan County Liquor Factory. It is the same age as the Republic and has a long history. It is now a key liquor enterprise in Shandong Province. Heze City backbone enterprises. In 2007, the company ranks among the "top 50 private enterprises in China", "China's top 100 liquor enterprises", "Shandong Province food industry comprehensive strength of the top 30." Four Gentlemen Liquor was named China Consumer Foundation Consumer satisfaction Brand, Chinese Historical and Cultural Wine, Shandong famous Brand products. Four Gentlemen Trademark was awarded "China famous Trademark". In 2012, four Gentlemen Liquor was selected as "2012 most valuable wine". Based on the analysis of the present situation of the liquor industry in Shandong Province and the investigation of the liquor market in Heze and its surrounding areas, this paper makes a SWOT analysis on the market environment of Sijunzi Liquor. This paper makes use of the mature STP marketing theory abroad to select the target consumers of the products, combining with the 4Ps and 4Cs theory, puts forward the new marketing strategy of four gentlemen's wine in order to realize the marketing promotion. It is hoped that the research results of this paper will make the liquor sales strategy of Sijunzi Group Co., Ltd. Become the key to its decisive market, and also provide a reference for other small and medium-sized liquor enterprises to improve their sales performance.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.82
本文编号：2179736
[Abstract]:Shandong is an economic province of China, and also a big province of liquor industry. The production and consumption of liquor are among the top in China. Shandong has its own distilleries, but with the elimination of local protectionism, the competition between local liquor enterprises will become more fierce. Heze, as a region of Shandong Province, although its economy is relatively backward, Heze is the hometown of the heroes of Liangshan, people have the habit of practicing martial arts and drinking, the liquor market capacity is very large, and Shan County is a strong economic county in Heze. It is located at the junction of Jiangsu, Shandong, Henan and Anhui provinces and eight counties. Shan County four Gentlemen Group Co., Ltd. was established by the former state-owned Shan County Liquor Factory. It is the same age as the Republic and has a long history. It is now a key liquor enterprise in Shandong Province. Heze City backbone enterprises. In 2007, the company ranks among the "top 50 private enterprises in China", "China's top 100 liquor enterprises", "Shandong Province food industry comprehensive strength of the top 30." Four Gentlemen Liquor was named China Consumer Foundation Consumer satisfaction Brand, Chinese Historical and Cultural Wine, Shandong famous Brand products. Four Gentlemen Trademark was awarded "China famous Trademark". In 2012, four Gentlemen Liquor was selected as "2012 most valuable wine". Based on the analysis of the present situation of the liquor industry in Shandong Province and the investigation of the liquor market in Heze and its surrounding areas, this paper makes a SWOT analysis on the market environment of Sijunzi Liquor. This paper makes use of the mature STP marketing theory abroad to select the target consumers of the products, combining with the 4Ps and 4Cs theory, puts forward the new marketing strategy of four gentlemen's wine in order to realize the marketing promotion. It is hoped that the research results of this paper will make the liquor sales strategy of Sijunzi Group Co., Ltd. Become the key to its decisive market, and also provide a reference for other small and medium-sized liquor enterprises to improve their sales performance.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.82
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，本文编号：2179736
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