茅台BJJ有限公司营销战略研究

发布时间：2018-01-05 04:05

本文关键词：茅台BJJ有限公司营销战略研究　出处：《山东大学》2015年硕士论文　论文类型：学位论文

【摘要】：贵州茅台酒厂(集团)保健酒业有限公司致力于打造中国中高端保健酒第一品牌,抢占中高端酱香型白酒市场份额,其主要业务市场是中高端养生酒市场和中高端白酒市场。现阶段主要产品为BJJ。面对日趋激烈的市场竞争和BJJ的高速发展,如何建立管理服务平台,逐步完善强大的人脉优势、网络优势、产品优势、品牌优势,又成为企业必须解决的重大问题。本文力求通过对中国酒水市场及BJJ的全面分析,正确选择能够促进进一步发展的战略与战术,巩固完善,全面创新,为早日完成企业既定目标提供理论指导。本文从中国酒业的宏观背景、市场状况、消费者及竞争状况入手,分析了BJJ产品的主要机会和面临问题。通过与公司的主要战略目标相结合,本文提出了BJJ产品的总体营销战略,即建立以“BJJ”礼行为核心的全渠道分销体系,加强研发力度,实施品牌战略,加强预算管理,内涵增长与外延增长相结合,建立渠道网络优势,建设人才库,建立企业预警机制。并在此营销战略思路的指导下具体制定了各业务板块计划。本文在业务板块的营销计划制定过程中应用了整合营销传播中的SIVA方法,分析了各战略因素的目标作用,提出了解决方案,创造了信息和诱因,分析了投资回报,设计了传播途径,并对组织结构进行了科学规划。同时,本文对部门计划的制定提出了要求。在行动方案部分,描述了营销计划的具体组成、执行步骤和阶段点,对每一个参与营销计划执行的部门、合作方提出了具体要求,以保障整个计划的可实施性。营销计划中也提出了明确的财务目标,并对计划的执行监督提出了具体办法。
[Abstract]:Kweichow Moutai Winery (Group) Health Wine Co. Ltd., is committed to creating China high-end health wine brand, to seize market share in high-end liquor Maotai, its main business is high-end market in health wine market and the high-end liquor market. The main products at this stage for the rapid development of BJJ. in the face of increasingly fierce market competition and BJJ. How to build the management service platform, and gradually improve the strong network advantage, network advantage, product advantage, brand advantage, has become a major problem to be solved by the enterprise. This article through comprehensive analysis of the China wine market and BJJ, can promote the correct choice of strategy and tactics, further consolidate and improve the overall innovation, provide the theory, guide for the early completion of the target enterprise. This paper from the macro background, China wine market, with consumers and competition situation, analysis of the BJJ products The main opportunities and problems. Through the combination of the main strategic goal with the company, this paper puts forward the overall marketing strategy of BJJ products, namely the establishment of a full channel BJJ "ritual behavior core distribution system, strengthen research and development efforts, the implementation of brand strategy, strengthen the budget management, the connotation of growth of epitaxial growth and the combination of advantage the channel network construction, talent pool, the establishment of enterprise early-warning mechanism. And this idea of marketing strategy under the guidance of the specific business sector plans. In the business section of the marketing plan in the process of the application of SIVA method in integrated marketing communication, analyzes the target of various strategic factors, puts forward the solution to create the information and incentive, analysis of investment returns, the design of transmission, and the organization structure of scientific planning. At the same time, the formulation of the plan put forward in action. The case part describes the specific composition of the marketing plan, implementation steps and stages, to participate in a marketing plan implementation department, put forward specific requirements of partners, to guarantee the whole plan can be implemented. The marketing plan also put forward specific financial goals and specific measures of the implementation of the monitoring plan.

【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.82

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