洮儿河白酒东北三省市场营销策略研究

发布时间：2018-06-29 18:36

本文选题：洮儿河白酒 + 营销策略　；参考：《吉林财经大学》2017年硕士论文

【摘要】：中国的白酒文化有着十分久远的历史,中国白酒年产量如今已经达到世界烈性酒总产量占比的40%,位置遥遥领先。随着我国经济的飞速发展、白酒生产原料粮食的价格不断上涨,白酒市场的竞争环境也变得越来越激烈。然而,由于白酒产品自身的特点,是消耗较迅速的消费饮品,利润空间比一般饮品大,未来的可发展空间也相对较大,所以市场中仍有很多啤酒、红酒等白酒替代产品以及新兴白酒企业的不断加入。制定一套合理、完善的营销策略成为众多白酒企业应对市场环境的选择。本文的研究对象是吉林省洮儿河酒业有限公司,对其营销过程中存在的具体问题进行了深入系统的剖析,从营销策略的视角,提出了其品牌进一步拓展到东北三省市场的营销策略以及实施保障。研究成果主要有三方面:第一方面,基于对白酒相关营销策略文献的梳理之后,提出研究洮儿河白酒营销策略的现实意义。第二方面,运用STP营销战略以及4Ps营销策略对洮儿河白酒营销中存在的具体问题进行了系统分析,结果表明,洮儿河白酒品牌未来的发展道路还存在着很多方面的挑战,其品牌核心竞争力还需增强、营销人员素质有待提高,这些都需要洮儿河白酒及时采取有效的措施来重新塑造其品牌形象、提升品牌的价值,从而明确洮儿河白酒未来的发展方向,使其真正走入东北三省市场并站稳脚跟。第三方面,针对洮儿河白酒目前存在的具体问题进一步指出其走入东北三省市场的紧迫性进而提出具体实施的营销方案。从4Ps、STP、品牌建设的加强、营销人才的培养等几个方面提出了具体的营销策略,强调了要分类对不同白酒采取不同营销策略,以求得经济效益的最大化。指出了企业应重视自身企业文化的培养、整合文化资源,同时更加的注重以白酒文化为核心的服务营销,认识到企业文化在企业营销过程中的重要意义。在此基础上,还应重视企业人才的培养以及吸收,认识到企业竞争的根本是人才与人才之间的竞争,力求做到以人为本,使人才成为企业的核心竞争力。并从打造一流销售团队、营造有利于战略实施的企业文化、注重企业信息化建设等方面构建了其营销方案实施的保障措施。
[Abstract]:Chinese liquor culture has a long history, and the annual output of Chinese liquor has reached 40% of the total output of the world spirits, which is far ahead of the world. With the rapid development of economy in China, the price of raw materials and grain for liquor production has been rising, and the competition environment of liquor market has become more and more fierce. However, due to its own characteristics, liquor products consume faster consumer drinks, the profit margin is larger than ordinary drinks, and the future development space is relatively large, so there is still a lot of beer in the market. Wine and other alternative products as well as new liquor enterprises continue to join. Making a set of reasonable and perfect marketing strategy has become the choice of many liquor enterprises to deal with the market environment. The research object of this paper is Jilin Taoerhe Liquor Co., Ltd., the specific problems existing in its marketing process have been deeply and systematically analyzed, from the perspective of marketing strategy, The marketing strategy and implementation guarantee of its brand to the three provinces of Northeast China are put forward. The main research results are as follows: first, after combing the literature of liquor marketing strategy, the paper puts forward the practical significance of the research on Taoerhe liquor marketing strategy. Secondly, using STP marketing strategy and 4Ps marketing strategy to analyze the specific problems in Taoerhe liquor marketing, the results show that there are still many challenges in the future development of Taoerhe liquor brand. The core competitiveness of its brand still needs to be strengthened, and the quality of marketing personnel needs to be improved, all of which need to take effective measures in time to rebuild the brand image and enhance the brand value. In order to clarify the future development direction of Taoerhe Liquor, make it into the Northeast three provinces market and stand firm. Thirdly, in view of the specific problems existing in Taoerhe Liquor, the urgency of entering the market in Northeast China is further pointed out, and the concrete marketing scheme is put forward. This paper puts forward some specific marketing strategies from the following aspects: 4Psl STP, the strengthening of brand construction, the cultivation of marketing talents, etc., and emphasizes that different marketing strategies should be adopted for different liquors in order to maximize economic benefits. It is pointed out that enterprises should pay attention to the cultivation of their own corporate culture, integrate cultural resources, and pay more attention to the service marketing with liquor culture as the core, and realize the importance of enterprise culture in the process of enterprise marketing. On this basis, we should also pay attention to the cultivation and absorption of enterprise talents, realize that the fundamental of enterprise competition is the competition between talents and talents, strive to achieve people-oriented, so that talents become the core competitiveness of enterprises. The guarantee measures for the implementation of the marketing scheme are constructed from the aspects of building a first-class sales team, creating an enterprise culture conducive to the implementation of the strategy, and paying attention to the construction of enterprise information.
【学位授予单位】：吉林财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.82

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