德瑞兴公司喜玛仕啤酒营销策略研究
发布时间：2019-02-22 17:48
【摘要】：啤酒低端品牌的时代已经走向了尽头,市场严重饱和,利润空间不断压缩,许多企业频频被曝资不抵债。啤酒的未来何去何从?据报道仅占啤酒市场9%份额的外资品牌,在高端市场上却占有90%以上的份额,而且其利润空间仍在继续提升。至此,啤酒行业的风向开始向高端市场转移。但各国品牌在奋力向高端市场前行时,似乎没有谁注意过德国品牌这支生力军。 新市场环境下不仅生产企业面临战略抉择的问题,而且整个啤酒供应链都受到了冲击。面对风起云动的市场,下游的经销商迷茫是否应该坚持以往的销售路线,还是应该选择其他产品。销售高端产品必然带来成本和风险的增加,但销售低端产品没有什么未来可言。在市场前景不明众多经销商踌躇不前时,德瑞兴啤酒经销有限公司果断选择了德国品牌。为什么德瑞兴要选择德国啤酒?这类啤酒符合现在人的需要吗?德瑞兴将制定怎样的战略导向?以及未来产品将以什么样的品牌形象,通过什么渠道与消费者见面?带着在这些问题,本着将营销的理论知识和实践相结合的原则,从企业、竞争对手、市场和产品四个角度进行全方位的分析和探索,找到上述问题的答案,制定一份详细的喜玛仕啤酒营销策划案。 为了适应产品、市场的需要,德瑞兴应从战略的高度改变企业原有的营销观念,明确企业所处的位置,加强全方位的信息资源的分析和整合,充分利用和扩大自己的优势,明确消费者的需求和产品的特性,制定新的战略,实行新的营销手段,从而实现产品和市场的有效对接。
[Abstract]:The era of low-end beer brands has come to an end, the market is seriously saturated, profit space is constantly compressed, many enterprises are frequently exposed insolvent. What's the future of beer? Foreign brands, which account for only 9 percent of the beer market, are reported to account for more than 90 percent of the high-end market, and their profit margins continue to improve. At this point, the wind of the beer industry began to shift to the high-end market. But no one seems to have noticed the strength of German brands as they push up the market. Under the new market environment, not only the production enterprises are facing the problem of strategic choice, but also the whole beer supply chain has been impacted. Facing the wind-driven market, downstream dealers should adhere to the previous sales line, or should choose other products. Selling high-end products entails increased costs and risks, but there is no future for selling low-end products. In the uncertain market prospects of many dealers hesitated, Dre-Hing Beer Distribution Co., Ltd. resolutely chose the German brand. Why would Drexing choose German beer? Does this kind of beer meet the needs of today's people? What kind of strategic direction will Drexing develop? And what kind of brand image will be used by future products and through what channels will they meet with consumers? With these questions, in line with the principle of combining the theory and practice of marketing, from the enterprise, competitors, market and product analysis and exploration from four angles, to find the answer to the above question, Develop a detailed marketing plan for Hermes Beer. In order to meet the needs of the products and the market, de Ruixing should change the original marketing concept of the enterprise from the strategic perspective, clarify the position of the enterprise, strengthen the analysis and integration of all aspects of information resources, and make full use of and expand its own advantages. In order to realize the effective connection between the product and the market, we should make clear the consumer's demand and the characteristic of the product, formulate the new strategy and carry out the new marketing method.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.82
本文编号：2428455
[Abstract]:The era of low-end beer brands has come to an end, the market is seriously saturated, profit space is constantly compressed, many enterprises are frequently exposed insolvent. What's the future of beer? Foreign brands, which account for only 9 percent of the beer market, are reported to account for more than 90 percent of the high-end market, and their profit margins continue to improve. At this point, the wind of the beer industry began to shift to the high-end market. But no one seems to have noticed the strength of German brands as they push up the market. Under the new market environment, not only the production enterprises are facing the problem of strategic choice, but also the whole beer supply chain has been impacted. Facing the wind-driven market, downstream dealers should adhere to the previous sales line, or should choose other products. Selling high-end products entails increased costs and risks, but there is no future for selling low-end products. In the uncertain market prospects of many dealers hesitated, Dre-Hing Beer Distribution Co., Ltd. resolutely chose the German brand. Why would Drexing choose German beer? Does this kind of beer meet the needs of today's people? What kind of strategic direction will Drexing develop? And what kind of brand image will be used by future products and through what channels will they meet with consumers? With these questions, in line with the principle of combining the theory and practice of marketing, from the enterprise, competitors, market and product analysis and exploration from four angles, to find the answer to the above question, Develop a detailed marketing plan for Hermes Beer. In order to meet the needs of the products and the market, de Ruixing should change the original marketing concept of the enterprise from the strategic perspective, clarify the position of the enterprise, strengthen the analysis and integration of all aspects of information resources, and make full use of and expand its own advantages. In order to realize the effective connection between the product and the market, we should make clear the consumer's demand and the characteristic of the product, formulate the new strategy and carry out the new marketing method.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.82
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