Y啤酒公司A分公司营销策略研究

发布时间：2018-03-28 02:19

本文选题：营销策略　切入点：啤酒产业　出处：《安徽大学》2017年硕士论文

【摘要】：随着经济水平和信息技术水平的飞速发展、世界经济一体化进程的加快,企业所面临的竞争环境愈发严峻。管理者们意识到,在包括啤酒行业在内的传统制造企业里,只改造生产技术或是流水线,已经不能满足市场竞争发展的需要,传统改善空间已经越来越小,而优良的营销策略已经成为了企业提升竞争能力和业绩的一个重要手段。如何针对啤酒产品的特殊性,对啤酒产品营销策略进行创新选择,使营销成为啤酒企业价值创造中的重点环节,是提高现代啤酒企业竞争力的关键所在,同时也是促进啤酒行业蓬勃发展的关键。为了探索啤酒产品进行营销的有效途径和创新选择,本文以Y啤酒公司A分公司的营销策略为例,对其进行了系统分析。首先,对相关市场营销理论进行了阐述,分别介绍了市场营销理论以及市场营销战略理论,主要包括4P营销理论、关系营销理论、病毒式营销、PEST战略分析法、SWOT环境分析法等。然后,对Y啤酒公司A分公司的营销现状进行了细致地分析,主要从公司情况介绍、公司营销现状情况两大方面对分公司的市场营销现状进行了分析。第三,从分公司外部营销环境进行了分析,从公司的政治环境、经济环境、社会文化环境、技术环境以及行业环境五个方面对企业的外部环境进行了分析。以期从公司外部存在的这些客观情况中,寻找出公司产品销量出现下滑的原因,从而找到针对性的应对策略,争取为提升公司产品销量,创新公司整体营销策略做出努力。第四,文章详细分析了公司的内部营销环境,主要从公司的资源优势以及策略劣势两大方面进行分析。发现公司业绩出现下滑的内部原因,为整体营销策略的改进提供建议。第五,根据前文对企业分公司的深入细致分析,有针对性地提出了公司的营销策略改进建议,从产品策略、价格策略、渠道策略以及促销策略四个方面分别提出了优化建议。主要包括优化现有产品结构、开发新产品、提升产品附加值、差异化定价、增加销售渠道和积极融入互联网+等。最后,作者根据全篇文章的分析结果,得出了如下结论:首先,打铁还需自身硬,要积极改善公司内部管理上的漏洞;其次,趋利避害,善于利用外部环境中有利于公司发展的因素,降低不利因素的影响;第三,要有危机意识,不断创新,不断改进公司的营销策略,时刻跟上市场发展的潮流和趋势。
[Abstract]:With the rapid development of economic level and information technology level, and the acceleration of the process of world economic integration, the competition environment faced by enterprises becomes more and more severe. Managers realize that in traditional manufacturing enterprises, including the beer industry, Only the transformation of production technology or pipeline can no longer meet the needs of market competition and development, and the traditional space for improvement has become smaller and smaller. The excellent marketing strategy has become an important means for enterprises to improve their competitiveness and performance. To make marketing become the key link in the value creation of beer enterprises is the key to improve the competitiveness of modern beer enterprises. It is also the key to promote the development of beer industry. In order to explore the effective way and innovative choice of beer products marketing, this paper takes the marketing strategy of branch A of Y Beer Company as an example, carries on the systematic analysis to it. The related marketing theory is expounded, and the marketing theory and marketing strategy theory are introduced respectively, including 4P marketing theory, relationship marketing theory, virus marketing pest strategic analysis method and SWOT environmental analysis method, etc. This paper makes a detailed analysis of the marketing situation of branch A of Y Beer Company, mainly from two aspects: the introduction of the company and the present situation of the company. This paper analyzes the external marketing environment of the branch, including the company's political environment, economic environment, social and cultural environment, This paper analyzes the external environment of the enterprise from five aspects of the technology environment and the industry environment in order to find out the reasons for the decline in the sales volume of the company's products from these objective circumstances, and find out the corresponding countermeasures. Strive to improve the company's product sales, innovation of the company's overall marketing strategy. Fourth, the article detailed analysis of the company's internal marketing environment, Mainly from the company's resource strengths and strategic weaknesses of the two major aspects of analysis. Found that the company's performance decline in the internal reasons, for the overall marketing strategy to improve the recommendations. Fifth, according to the previous in-depth and detailed analysis of the enterprise branch, Some suggestions are put forward to improve the company's marketing strategy, including the product strategy, the price strategy, the channel strategy and the promotion strategy, including the optimization of the existing product structure and the development of new products. In the end, based on the analysis of the whole article, the author draws the following conclusions: first of all, it needs to be hard on its own. It is necessary to actively improve the loopholes in the internal management of the company; secondly, to seek advantages and avoid disadvantages, to be good at taking advantage of the factors favorable to the development of the company in the external environment, and to reduce the impact of adverse factors; third, to have a sense of crisis and to constantly innovate. Constantly improve the company's marketing strategy and keep up with the trend of market development.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.82

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