山东斯瑞德国际商贸有限公司差异化营销策略研究

发布时间：2018-03-13 20:37

本文选题：斯瑞德　切入点：差异化　出处：《中国石油大学(华东)》2014年硕士论文　论文类型：学位论文

【摘要】：中国葡萄酒市场经过了一个快速增长的阶段,现在其发展正趋于平稳。国内葡萄酒企业在市场投入方面不断增加,大量进口葡萄酒也不断国内,导致国内葡萄酒市场的竞争激烈异常。同时,由于国际金融形势及国内相关政策、经济环境的影响及国内大型企业开始涉足进口葡萄酒代理行业,葡萄酒业面临着行业内洗牌的境地。面临复杂的国内葡萄酒市场及葡萄酒行业越来越同质化的问题,如何使斯瑞德国际商贸有限公司得到长足发展。本文认为实施差异化的营销既能给企业带来丰厚的回报,又会提升公司的市场竞争力。本文主要研究斯瑞德国际商贸有限公司的差异化营销,对在国产葡萄酒与进口葡萄酒、进口葡萄酒与进口葡萄酒之间竞争日益激烈的形势下,斯瑞德国际商贸有限公司如何适应市场环境、结合企业自身具体情况不断加强市场竞争力提出了对策。本文主要分为七个部分,首先,介绍了本文研究的目的和意义;其次,介绍了国内外葡萄酒差异化营销的研究现状及本文的研究基础;第三,运用PEST研究方法对斯瑞德宏观环境进行了分析,运用“五力”模型分析对斯瑞德微观营销环境进行了分析,同时,还对进口葡萄酒市场潜力及消费者消费行为进行了分析;第四,介绍了斯瑞德国际商贸有限公司的基本情况、斯瑞德营销的现状,对斯瑞德自身营销情况进行了SWOT分析;第五章,根据斯瑞德营销过程中存在的问题,结合差异化营销理论,对斯瑞德实行差异化营销的必要性与可行性进行论证;第六章,根据斯瑞德营销存在的问题,结合SWOT分析、营销环境的分析结果,提出斯瑞德国际商贸有限公司异化营销的对策,为斯瑞德国际商贸有限公司的进一步发展提供新思路;第七章,总结本文,得出结论。
[Abstract]:The Chinese wine market has gone through a period of rapid growth, and now its development is becoming more and more stable. Domestic wine enterprises have been increasing their investment in the market, and a large number of imported wines have also been continuously imported domestically. This has led to fierce competition in the domestic wine market. At the same time, due to the international financial situation and related domestic policies, the impact of the economic environment and the domestic large enterprises began to set foot in the import wine agency industry. The wine industry is facing a situation of intra-industry reshuffle. It faces the complex domestic wine market and the growing homogeneity of the wine industry. How to make Sred International Trade Co., Ltd to get great development. This paper thinks that the implementation of differentiated marketing can bring a rich return to the enterprise. This paper mainly studies the differential marketing of Sred International Trade Co., Ltd., which is aimed at increasing competition between domestic wine and imported wine, imported wine and imported wine. How to adapt to the market environment and how to strengthen the market competitiveness of Sred International Trading Co., Ltd. According to the specific situation of the enterprise itself, this paper is divided into seven parts. Firstly, the purpose and significance of this study are introduced; secondly, This paper introduces the research status quo of wine differentiation marketing at home and abroad and the research basis of this paper. Thirdly, it analyzes the macro environment of Sred by using PEST research method. Using the "five forces" model to analyze the micro marketing environment of Sred, at the same time, it also analyzes the market potential of imported wine and consumer consumption behavior. 4th, it introduces the basic situation of Sred International Trade Co., Ltd. Based on the current situation of Sred's marketing, the author makes a SWOT analysis of Sred's own marketing situation. Chapter 5th, according to the problems existing in the process of Sred's marketing, combines the theory of differential marketing, The necessity and feasibility of Sred's implementation of differentiated marketing are demonstrated. Chapter 6th, according to the problems existing in Sred's marketing, combined with SWOT analysis, the analysis results of marketing environment, This paper puts forward the countermeasures of Sred International Trade Co., Ltd.'s dissimilation marketing, which provides a new idea for the further development of Sred International Trade Co., Ltd. 7th chapter, summarizes this article and draws a conclusion.
【学位授予单位】：中国石油大学(华东)
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.82;F274

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