燕京啤酒新疆市场营销战略研究

发布时间：2018-06-06 12:14

本文选题：燕京啤酒 + 新疆市场　；参考：《石河子大学》2017年硕士论文

【摘要】：中国啤酒的发展可以追溯到20世纪初,俄国和德国利用自身的先进技术分别在哈尔滨市和青岛市成立了哈尔滨啤酒企业和青岛啤酒企业,但是由于当时国情动荡、人民生活水平较低,导致在随后的50年力啤酒行业在中国未能得到快速的发展。直到20世纪七八十年代,中国啤酒行业才迅速发展起来。尤其是进入21世纪以来,中国的啤酒发展更是突飞猛进,如雪花啤酒、青岛啤酒、燕京啤酒等等一批企业利用资本和品牌优势迅速扩张,再加上国外知名啤酒巨头纷纷在中国投资建设和入股啤酒企业,导致啤酒市场竞争日益激烈,进入白热化状态。新疆啤酒市场是燕京啤酒新世纪以来开发在重要新市场之一,也是增速较快在市场,在燕京集团的重要性不断提升。但近年来新疆啤酒市场因为嘉士伯、青岛啤酒的加入,竞争愈发激烈,给燕京啤酒带来了不小挑战。本文通过对燕京啤酒在新疆市场所处营销环境及变化研究基础上,结合自身条件资源及市场竞争情况,为新疆燕京啤酒制定更加完善的营销策略提供参考,以便燕京啤酒能在新疆市场做大做强。首先,提出了中国啤酒的发展历史、本文研究目的和意义,在此基础上表明论文的研究思路和框架;其次,接着对本文用到的相关概念和理论进行论述,主要包括市场营销和战略制定两个方面,为下文分析提供理论依据;第三,对新疆燕京啤酒在新疆市场的内部资源禀赋和外部综合环境进行分析,并进一步介绍了燕京啤酒的基本情况,在此基础上总结新疆燕京啤酒在新疆市场的机会与威胁,优势与劣势,通过SWOT分析得出新疆燕京啤酒在新疆市场存在的主要问题;第四,在对燕京啤酒内部资源禀赋印象因素和外部环境影响因素进行分析的基础上,列出了SWOT战略矩阵,从而根据不同的条件、市场营销理论和战略设计理论制定出适合新疆燕京啤酒公司发展营销策略;最后,从营销团队、公司管理体制等方面提出营销策略实施的保障措施,从而保证营销策略的实施。
[Abstract]:The development of Chinese beer can be traced back to the beginning of the 20th century. Russia and Germany set up Harbin Beer enterprises and Tsing Tao Beer enterprises in Harbin and Qingdao, respectively, using their own advanced technology. Low living standards led to the failure of the beer industry to grow rapidly in China for the next 50 years. It was not until the 1970 s and 1980 s that the Chinese beer industry developed rapidly. Especially since entering the 21st century, the development of beer in China has increased by leaps and bounds, such as Snow Beer, Tsing Tao Beer, Yanjing Beer and so on. In addition, foreign famous beer giants have invested and invested in beer enterprises in China, which led to the increasingly fierce competition in the beer market. Xinjiang beer market is one of the important new markets developed by Yanjing Beer in the new century. But in recent years, Xinjiang beer market because of Carlsberg, Tsing Tao Beer, the competition is becoming more and more fierce, to the Yanjing Beer has brought no small challenge. On the basis of the research on the marketing environment and changes of Yanjing Beer in Xinjiang, combined with its own resources and market competition, this paper provides a reference for Xinjiang Yanjing Beer to formulate more perfect marketing strategies. In order to Yanjing Beer in Xinjiang market to become bigger and stronger. First of all, the development history of Chinese beer, the purpose and significance of this study, and the research ideas and framework of the paper are presented. Secondly, the related concepts and theories used in this paper are discussed. It mainly includes two aspects: marketing and strategy formulation, which provide the theoretical basis for the following analysis. Thirdly, it analyzes the internal resource endowment and external comprehensive environment of Xinjiang Yanjing Beer market. And further introduced the basic situation of Yanjing Beer, on the basis of summarizing the opportunities and threats, advantages and disadvantages of Xinjiang Yanjing Beer in Xinjiang market, through SWOT analysis, the main problems of Xinjiang Yanjing Beer in Xinjiang market; fourth, Based on the analysis of Yanjing Beer internal resource endowment impression factors and external environmental factors, this paper lists the SWOT strategic matrix, which is based on different conditions. The marketing theory and the strategic design theory make out the marketing strategy suitable for Xinjiang Yanjing Beer Company. Finally, the guarantee measures of the marketing strategy implementation are put forward from the aspects of the marketing team, the company management system and so on, so as to ensure the implementation of the marketing strategy.
【学位授予单位】：石河子大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.82;F274

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