白酒“厚工坊”营销战略构建与实施研究
发布时间：2018-09-04 16:49
【摘要】：白酒酿造在我国有悠久的历史,自古以来,白酒承载了深厚的文化底蕴,是广大民众喜爱的消费品。白酒产业经过多年发展,现已趋于完全的市场竞争,但营销理念较为落后,营销模式同质化,整体水平有待提高。厚工坊酒业有限公司是广东五叶神集团旗下子公司,2001年在茅台镇收购贵州迎宾酒业及茅台茅竹酒厂二企业,于2011年8月创立厚工坊品牌。五叶神集团具有成功的品牌运营经验,产品市场覆盖中国大陆和台港澳地区以及美国、亚洲和中东地区的部分市场。厚工坊上市三年多来,累计销售额超过十亿元,市场拓展到全国21个省份,是高端白酒品牌的后起之秀。本文首先对营销战略的相关文献进行整理和分析,运用定量与定性、理论联系实际相结合的方法及有关战略管理研究方法,对厚工坊公司营销战略构建及实施进行探讨。论文首先结合厚工坊公司的实际情况,分析厚工坊公司的销售现状和所处的营销环境,结合中国消费者市场及购买行为特点,探讨厚工坊白酒在中国白酒市场这一特定市场的营销环境中所处的竞争情况。其次,本文结合营销组合理论,分析在当今市场竞争激烈的情况下,厚工坊如何与其它成熟白酒品牌争抢白酒行业这块高额利润的蛋糕,研究厚工坊公司在定价、产品、渠道和促销方面的营销战略,分析厚工坊公司如何在激烈的市场竞争中,通过较短的时间,市场覆盖全国20多个省市,并成为广东省的区域强势品牌。最后,根据分析结果,针对目标市场制定合适的营销战略,研究厚工坊公司应如何借助成功的营销经验以及自身特点在白酒行业得到发展壮大。
[Abstract]:Liquor brewing in China has a long history, since ancient times, liquor bearing a profound cultural heritage, is a popular consumer goods. After years of development, liquor industry has become a complete market competition, but the marketing concept is relatively backward, the marketing model is homogeneous, and the overall level needs to be improved. Hou Gong Fang Liquor Co., Ltd. is a subsidiary of Guangdong Wuye God Group. In 2001, it acquired Guizhou Yingbin Liquor and Maotai Mao-bamboo Wine Factory in Moutai Town, and founded Hou Gong Fang brand in August 2011. With successful brand operating experience, Wuye Shen Group covers mainland China, Taiwan, Hong Kong and Macao, as well as some markets in the United States, Asia and the Middle East. Hou Gong Fang has been listed for more than three years, with cumulative sales of more than 1 billion yuan and market expansion to 21 provinces across the country. It is a rising star of high-end liquor brands. In this paper, the related literature of marketing strategy is analyzed, and the construction and implementation of marketing strategy of Hou Gong Fang Company is discussed by using quantitative and qualitative methods, combining theory with practice and research methods of related strategic management. First of all, according to the actual situation of Hou Gong Fang Company, this paper analyzes the current sales situation and marketing environment of Hou Gong Fang Company, combined with the characteristics of Chinese consumer market and purchasing behavior. This paper probes into the competition situation of Hougongfang liquor in the marketing environment of Chinese liquor market. Secondly, combined with the theory of marketing combination, this paper analyzes how Hou Gong Fang competes with other mature liquor brands to compete with other mature liquor brands for the cake of high profits in the current market competition, and studies the pricing and products of the company. The marketing strategy of channels and sales promotion, the analysis of how Hou Gong Fang Company in the fierce market competition, through a relatively short time, the market covers more than 20 provinces and cities throughout the country, and become a strong regional brand in Guangdong Province. Finally, according to the analysis results, aiming at the target market to formulate the appropriate marketing strategy, the paper studies how the company should use the successful marketing experience and its own characteristics to develop and grow in the liquor industry.
【学位授予单位】：南华大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.82
本文编号：2222769
[Abstract]:Liquor brewing in China has a long history, since ancient times, liquor bearing a profound cultural heritage, is a popular consumer goods. After years of development, liquor industry has become a complete market competition, but the marketing concept is relatively backward, the marketing model is homogeneous, and the overall level needs to be improved. Hou Gong Fang Liquor Co., Ltd. is a subsidiary of Guangdong Wuye God Group. In 2001, it acquired Guizhou Yingbin Liquor and Maotai Mao-bamboo Wine Factory in Moutai Town, and founded Hou Gong Fang brand in August 2011. With successful brand operating experience, Wuye Shen Group covers mainland China, Taiwan, Hong Kong and Macao, as well as some markets in the United States, Asia and the Middle East. Hou Gong Fang has been listed for more than three years, with cumulative sales of more than 1 billion yuan and market expansion to 21 provinces across the country. It is a rising star of high-end liquor brands. In this paper, the related literature of marketing strategy is analyzed, and the construction and implementation of marketing strategy of Hou Gong Fang Company is discussed by using quantitative and qualitative methods, combining theory with practice and research methods of related strategic management. First of all, according to the actual situation of Hou Gong Fang Company, this paper analyzes the current sales situation and marketing environment of Hou Gong Fang Company, combined with the characteristics of Chinese consumer market and purchasing behavior. This paper probes into the competition situation of Hougongfang liquor in the marketing environment of Chinese liquor market. Secondly, combined with the theory of marketing combination, this paper analyzes how Hou Gong Fang competes with other mature liquor brands to compete with other mature liquor brands for the cake of high profits in the current market competition, and studies the pricing and products of the company. The marketing strategy of channels and sales promotion, the analysis of how Hou Gong Fang Company in the fierce market competition, through a relatively short time, the market covers more than 20 provinces and cities throughout the country, and become a strong regional brand in Guangdong Province. Finally, according to the analysis results, aiming at the target market to formulate the appropriate marketing strategy, the paper studies how the company should use the successful marketing experience and its own characteristics to develop and grow in the liquor industry.
【学位授予单位】：南华大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.82
【参考文献】
相关期刊论文 前1条
1 吴小平;西方营销渠道理论综述[J];商业经济;2005年01期
，本文编号：2222769
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