QC酒业公司产品营销策略研究

发布时间：2018-09-19 18:13

【摘要】：作为制曲酿酒的发源地,我国酿制、饮用白酒的历史可以追溯到春秋时期。改革开放以后,酒类市场也是最早向民营企业开发的行业之一,经过多年的发展,我国的酒类市场已经发展成为完全竞争状态,加入WTO以后,国外酒类产品的进入无疑使得酒类市场的竞争日趋白热化。如何在激烈的市场中谋求生存和发展,如果针对人们饮酒文化和习惯的变迁调整产品的定位和特点,如何在行业发展中找准自身的立足点,这些问题已成为各类酒类生产销售企业经营发展的核心问题。QC酒业公司是成立于上世纪80年代的白酒生产企业,经过多年的发展,该公司已经发展成为潍坊地区较为著名的白酒生产企业,而面对激烈的市场竞争,如何制定更为科学高效的营销策略,提高产品的销售范围和盈利能力是保障该公司长远发展的核心问题。本文以QC酒业公司为研究对象,从QC酒业公司经营发展的基本情况出发,利用FMEA模型对该公司目前现有的营销策略进行了具体的评价和分析,提出了该公司在产品营销方面存在的主要问题。在此基础上,本文以QC酒业公司为中心,对其营销的外部宏观环境、行业竞争环境以及企业自身的优势、劣势、挑战和机会等进行分析。通过对其经营环境进行全面综合的分析,为其产品营销策略的调整指明方面。而后,本文将关系营销、消费心理和行为、网络营销、和品牌营销与4P理论相结合,制定了该公司产品、价格、渠道和促销的改进策略,以弥补现有营销策略的不足,提高产品的市场竞争力和市场推广能力,进而提升产品销量提高市场美誉度,促进QC酒业公司的发展壮大。最后,为保障QC酒业公司新的营销策略能够顺利得以推广和实施,并能够取得公司各级管理人员的理解和支持,保证各项该销售政策能够产生良好的效果,论文研究对QC酒业公司营销执行力进行了评价,并提出了具体的提升对策,保障各项营销策略能够推广实施,进而取得良好的效果。
[Abstract]:As the birthplace of koji making, the history of drinking liquor in China can be traced back to the Spring and Autumn period. After the reform and opening up, the liquor market is also one of the first industries to be developed to private enterprises. After years of development, the wine market of our country has developed into a state of complete competition, after joining WTO, The entry of foreign wine products undoubtedly makes the competition of wine market become more and more intense. How to survive and develop in the fierce market, if we adjust the orientation and characteristics of products according to the changes of people's drinking culture and habits, how to find their own foothold in the development of the industry, These problems have become the core problems in the management and development of various types of liquor production and sales enterprises. QC Liquor Company was established in the 1980s as a liquor production enterprise. After years of development, The company has developed into a more famous liquor production enterprise in Weifang. Facing the fierce market competition, how to formulate a more scientific and efficient marketing strategy, Improving the range of products and profitability is the core issue to ensure the company's long-term development. This paper takes QC Liquor Company as the research object, starting from the basic situation of the QC Liquor Company, using the FMEA model to carry on the concrete appraisal and analysis to the current marketing strategy of the company. The main problems in product marketing of the company are put forward. On this basis, this paper takes QC Wine Company as the center, analyzes the external macro environment of its marketing, the competition environment of the industry and the strengths, weaknesses, challenges and opportunities of the enterprises themselves. Through the comprehensive analysis of its operating environment, the adjustment of its product marketing strategy is pointed out. Then, combining the relationship marketing, consumer psychology and behavior, network marketing, brand marketing and 4P theory, this paper formulates the improvement strategies of the company's products, prices, channels and promotions to make up for the shortcomings of the existing marketing strategies. To improve the market competitiveness and market promotion ability of products, and then improve the sales volume of products and enhance the reputation of the market, promote the development and growth of QC Wine Company. Finally, in order to ensure that QC wine company's new marketing strategy can be successfully promoted and implemented, and can obtain the understanding and support of all levels of management of the company, to ensure that the sales policies can produce good results. In this paper, the author evaluates the marketing executive power of QC Wine Company, and puts forward specific countermeasures to promote the implementation of various marketing strategies and achieve good results.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.82;F274

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