中国通天酒业集团有限公司营销策略分析

发布时间：2018-03-07 21:39

本文选题：葡萄酒行业　切入点：通天酒业　出处：《吉林大学》2014年硕士论文　论文类型：学位论文

【摘要】：目前葡萄酒业已遍布全球五大洲，生产大国也由西欧国家发展为遍及美洲、大洋洲、非洲、亚洲等各大洲的国家。在葡萄载种面积迅速扩张的同时，葡萄酒产量也在迅猛提升，人均葡萄酒消费量也随之增加。虽然我国酿制葡萄酒的历史可以追溯至汉武帝时期，但是近现代化大规模生产的时间并不长，国内葡萄酒业仅是从20世纪90年代中期才开始全面发展壮大起来的，目前拥有东北、黄河故道、新疆、甘肃、陕西、宁蒙等覆盖了国内自然环境适宜种植酿酒葡萄的13个葡萄酒产区，产量也逐年增加。通化作为“中国通化葡萄酒城”，曾经在建国后的很长时间里在葡萄酒行业中取得过瞩目的成绩，尤其是著名的“通化牌葡萄酒”曾多次作为国宴用酒，多代国家领导人及相关领域的国内国外专家学者也曾多次到通化葡萄酒厂进行参观、考察及指导，然而好景不长，多地出现假通化葡萄酒，导致整个行业对通化地区产出的葡萄酒产生了严重信任危机，在这种危机爆发期间，本文研究的“主角”——中国通天酒业集团有限公司诞生了。这家成立于2001年的葡萄酒企业，利用14年的时间，从一个面积不大的小厂房发展成为国内小有名气的葡萄酒企业实属不易，，作为一家年轻的葡萄酒企业，如何在葡萄酒内外竞争异常激烈的当代社会中保持旺盛的生命力，茁壮成长甚至走出国门，是一件非常值得研究的事情，因此，本文着重对通天酒业集团的营销组合策略进行分析，希望能帮助企业克服自身存在的问题，打造出一组适合企业自己的可持续发展的营销策略。本文运用SWOT分析方法对企业营销宏观环境、微观环境进行分析，找出对企业发展不利与有利的各方面环境因素，同时根据笔者深入企业内部调研获知的企业市场营销现状、与同行业的营销差异性、现存的市场营销问题等情况的掌握，找出影响企业自身发展的因素及企业与同行业者的差距，再通过定量定性相结合的分析法，对国内葡萄酒产业市场细分及企业的目标市场与市场定位进行分析总结，得出企业应创新产品包装、加快建设网络销售渠道及在其他休闲娱乐场所开辟新销售渠道并加大对女性消费者市场的关注等创新性结论，最后提出为保障企业的营销策略顺利实施而应采取的保障措施。中国通天酒业集团有限公司作为通化“中国通化葡萄酒城”的新代表，已经被通化市政府列为重点扶持培育的企业，并取得了一定的成绩，然而，若想在日前竞争日益激烈、内外夹击的中国葡萄酒市场中立稳脚跟，走的更远，重新打造“中国通化葡萄酒城”的辉煌，对企业自身来说、对当地政府来说、对通化人民来说可谓任重道远，因此，希望本文的研究成果能对企业发展尽到绵薄之力，更希望本文的研究内容及成果对同行葡萄酒企业也能起到一定的参考价值。
[Abstract]:At present, the wine industry has spread over the five continents of the world, and the major producing countries have also developed from Western European countries to countries throughout the Americas, Oceania, Africa, Asia and other continents. With the rapid expansion of grape seed areas, wine production is also increasing rapidly. The per capita consumption of wine has also increased. Although the history of wine brewing in China can be traced back to the period of Emperor Wu of the Han Dynasty, the period of large-scale production in the recent modernization period is not long. The domestic wine industry began to develop in an all-round way only in the middle of 1990s. At present, it has the Northeast, the Yellow River Road, Xinjiang, Gansu, Shaanxi, Ningmeng has covered 13 wine producing areas where natural environment is suitable for wine grape planting, and the output is increasing year by year. Tonghua, as a "China Tonghua Wine City", has made remarkable achievements in the wine industry for a long time after the founding of the people's Republic of China. In particular, the famous "Tonghua brand wine" has been used as a state banquet wine for many times. Many generations of national leaders and domestic and foreign experts and scholars in related fields have also visited the Tonghua winery many times to inspect and guide them. However, the situation is not long, and many fake Tonghua wines appear. The whole industry has a serious crisis of trust in the wine produced in Tonghua region. During this crisis, the "protagonist" of this paper, China Tongtian Liquor Group Co., Ltd, was born. Founded in 2001, the wine company, which took 14 years to develop from a small factory in a small area to a well-known wine company in China, is a young wine company. How to maintain vigorous vitality, thrive and even go out of the country in the contemporary society in which the competition inside and outside wine is extremely fierce is a very worthy thing to study, therefore, This paper focuses on the analysis of the marketing combination strategy of Tongtian Liquor Group, hoping to help enterprises overcome their own problems and create a set of marketing strategies suitable for their own sustainable development. In this paper, SWOT analysis method is used to analyze the macro and micro environment of enterprise marketing, to find out the unfavorable and favorable environmental factors to the development of the enterprise, and at the same time, to find out the present situation of the enterprise marketing according to the author's in-depth investigation and research within the enterprise. The difference of marketing with the same industry, the existing marketing problems, and so on, find out the factors that affect the development of the enterprise and the gap between the enterprise and the same industry, and then through the quantitative and qualitative analysis of the combination of analysis, This paper analyzes and summarizes the market segmentation of domestic wine industry and the target market and market orientation of enterprises, and concludes that enterprises should innovate product packaging, We should speed up the construction of network sales channels, open new sales channels in other places of leisure and entertainment, and increase our attention to the female consumer market. Finally, we should take some measures to ensure the smooth implementation of the marketing strategies of enterprises. As a new representative of Tonghua "China Tonghua Wine City," China Tongtian Liquor Group Co., Ltd. has been listed by the Tonghua Municipal Government as a key enterprise to support and cultivate, and has achieved some success. However, if the competition is to become increasingly fierce in the future, The Chinese wine market, which has been attacked inside and outside, is neutral and firm, goes further, and rebuilds the brilliance of "China Tonghua Wine City". To the enterprises themselves, to the local government, and to the Tonghua people, it is a long way to go. Therefore, I hope that the research results of this paper can do a small part of the development of enterprises, but also hope that the research content and results of this paper can also play a certain reference value to the wine enterprises.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.82;F274

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