L酒业有限公司沈阳地区市场营销策略研究

发布时间：2018-04-21 19:22

本文选题：L酒公司 + 白酒业　；参考：《武汉工程大学》2015年硕士论文

【摘要】：沈阳L酒业有限公司是中外合资的知名白酒企业,也是全国第一家白酒行业的合资企业。L酒自创建至今已历经350多年,品牌历史悠久,业绩一度辉煌。然而,发展到现在,L酒市场环境已经发生了巨大的改变,一方面是国家经济的繁荣使人们生活水平显著提高,消费者对于白酒的需求已经不再仅仅局限于单一的白酒产品;另一方面是白酒市场愈加完善,渠道销售更加便利,再加上电视、网络等媒体的广告投放力度加大,L酒业公司的面临着巨大的挑战和市场竞争。L酒是沈阳地区家喻户晓的品牌白酒,经营势头良好,销售数量持续上升。尽管如此,L酒业公司如果想在未来的市场竞争中生存下来并获得持续发展,必须调整其营销策略以适应当前的市场现状,从而应对潜在的风险和机遇。本文以沈阳L酒业公司为研究对象,对企业当前的市场营销策略和营销现状进行调研,归纳分析所收集到的资料,并结合L酒业公司当前的市场环境,分析总结L酒业公司营销策略存在的问题,并针对性的给出改善建议,为建设好、维护好、发展好老字号L酒品牌,解决当前的营销困境,实现老字号企业的复苏与振兴具有重要的现实意义。本文主要从以下六个方面对文章进行了阐述:第1章绪论,主要阐明相关的研究背景,研究思路、方法和研究框架,指出进行市场营销策略规划的理论和实践价值。第2章L酒业公司营销策略相关理论概述。第3章是L酒业公司案例分析,主要介绍沈阳L酒有限公司的基本概况、营销环境,并进行SWOT分析,从机遇和挑战两个方面分析了L酒业公司面临的外部环境,从优势和劣势两个方面分析了L酒业公司面临的内部环境,在此基础上分析L酒公司的营销策略方向。第4章指出L酒业公司在沈阳地区市场推广策略现状及问题,通过对产品、定价、分销、促销、关系和网络等方面的营销现状进行分析,发现当前营销策略的问题所在。第5章L酒业公司营销策略的改善建议,以前文分析为主要依据,从产品、定价、分销、促销、关系和网络这几方面针对性的提出具体的改善建议。第6章是L酒业公司营销策略实施效果预期设想。
[Abstract]:Shenyang L Liquor Co., Ltd. is a well-known Sino-foreign joint venture liquor enterprise, and also the first liquor industry joint venture .L wine has been established since the establishment of more than 350 years, a long history of the brand, performance once brilliant. However, great changes have taken place in the market environment. On the one hand, the prosperity of national economy has greatly improved people's living standard, and the consumer's demand for liquor is no longer confined to a single liquor product. On the other hand, the liquor market is more perfect, the channel sales are more convenient, plus the television, The advertisement of network and other media companies is facing great challenge and market competition. L liquor is a well-known brand liquor in Shenyang area. The business momentum is good and the sales quantity is rising. However, if the company wants to survive in the future market competition and obtain sustainable development, it must adjust its marketing strategy to adapt to the current market situation, so as to cope with the potential risks and opportunities. This paper takes Shenyang L Liquor Company as the research object, carries on the investigation to the enterprise's current marketing strategy and the marketing present situation, induces and analyzes the collected information, and unifies the L liquor company's current market environment, This paper analyzes and summarizes the problems existing in the marketing strategy of L Liquor Company, and puts forward some suggestions for improvement, in order to build, maintain and develop the old brand L wine, and solve the current marketing dilemma. It is of great practical significance to realize the recovery and revitalization of old-name enterprises. This paper mainly expounds the article from the following six aspects: chapter 1 introduction, mainly expounds the relevant research background, research ideas, methods and research framework, and points out the theoretical and practical value of marketing strategy planning. Chapter 2: summary of relevant theories of marketing strategy of liquor company. Chapter 3 is the case study of L Liquor Co., Ltd., which mainly introduces the basic situation, marketing environment and SWOT analysis of Shenyang L Liquor Co., Ltd., and analyzes the external environment that L Liquor Company is facing from the two aspects of opportunity and challenge. This paper analyzes the internal environment of L Liquor Company from two aspects of its advantages and disadvantages, and on this basis, analyzes the marketing strategy direction of L Liquor Company. Chapter 4 points out the present situation and problems of the marketing strategy of L Liquor Company in Shenyang area. Through the analysis of the current marketing situation of product, pricing, distribution, promotion, relationship and network, the author finds out the problem of the current marketing strategy. Chapter 5: the suggestions of improving the marketing strategy of the liquor company, which is based on the previous analysis, put forward specific suggestions from the aspects of product, pricing, distribution, promotion, relationship and network. Chapter 6 is the expectation of the effect of the marketing strategy of L Liquor Company.
【学位授予单位】：武汉工程大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.82;F274

【参考文献】