LD啤酒营销策略研究

发布时间：2018-06-02 05:40

本文选题：LD啤酒 + 品牌营销　；参考：《华南理工大学》2014年硕士论文

【摘要】：自二十世纪九十年代中后期以来,中国啤酒行业日趋成熟,国内与国际品牌竞争激烈,从价格战、规模并购,转向渠道布局,并纷纷占据品牌营销制高点。同时一种全面融合线上虚拟经济和线下体验互动的商业模式020也迅猛崛起,随时随地、碎片化、高频化多元化和个性化等的变化趋势,将给啤酒业的产业生态链带来巨大的变革。一些具有前瞻性战略眼光的啤酒企业纷纷拥抱O2O,寻求发展突破的新模式。在此背景下,本文通过对知名啤酒品牌——LD啤酒基于O2O模式的品牌差异化营销进行实证分析,对LD啤酒在新趋势下的后继营销策略进行理论性指导和建议,使LD啤酒洗尽铅华、历经浮沉之后,能够深刻洞悉并把握发展趋势,在现有的基础上进行营销模式创新,并利用互联网的视角下实现创新,以更合理的发展策略立足国内市场。本文通过对LD啤酒品牌内外环境变化与优劣势分析,明确指出在020(线上与线下互动)模式的爆发局势下,企业把握住抓住机会,就能够完成一次有效的转型。通过020的平台连接和分阶段目标的实施推进,LD啤酒品牌可以把线上的营销创意和线下的消费行为互动联系到一起,让消费者在不同的渠道获得更多优质体验。为了让LD啤酒在品牌营销模式上实现突破,本论文分析了020营销模式对啤酒业可能产生的影响开始,借鉴其他一些酒水O2O的成功案例,结合LD啤酒的自身特点,对LD啤酒的O2O运营模式的系统操作给予了一些实施建议与策略。同时为了保障LD啤酒在020营销模式上的有效运营,又从企业的品牌营销能力、资源整合能力、控制能力、人才培育等方面分析入手,给予务实的实施保障建议以及风险的预警,最后给出一些改进的应对策略,从而确保了LD啤酒品牌020营销模式的实现。通过本论文对了LD啤酒品牌020营销模式的研究得出:020这一线上线下联动方式,可以让LD啤酒实现营销模式的创新和营销思维的改变。同时,O2O模式自身也还处于不断优化探索中,LD啤酒一定要根据自身的品牌发展战略,以及结合阶段性的资源投入,对O2O进行灵活的对接,切忌急功近利进行生搬硬套。唯有这样,才能逐步在新的趋势中累积自己的优势,续写进入中国时的经典传奇。
[Abstract]:Since the middle and late 1990s, the beer industry in China has matured day by day, the competition between domestic and international brands is fierce, from price war, large-scale M & A to channel layout, and occupy the commanding height of brand marketing one after another. At the same time, a comprehensive integration of online virtual economy and offline experience interactive business model 020 also rose rapidly, anytime, anywhere, fragmentation, high-frequency diversification and personalized trends, It will bring great changes to the ecological chain of beer industry. Some beers with prospective strategic vision embrace O 2 O 2 O 2 O 2 O 2 O 2 O and seek new mode of breakthrough. Under this background, this article carries on the empirical analysis to the well-known beer brand-LD beer brand differentiation marketing based on the O _ 2O model, and carries on the theory instruction and the suggestion to the LD beer following marketing strategy under the new trend. After floating and sinking, LD beer can deeply understand and grasp the development trend, innovate the marketing mode on the basis of the existing, and make use of the Internet to realize the innovation in order to base on the domestic market with more reasonable development strategy. Based on the analysis of the internal and external environment changes and advantages and disadvantages of LD beer brand, this paper points out clearly that under the outbreak of 020 (online and offline interaction) mode, enterprises can seize the opportunity to complete an effective transformation. Through the platform connection of 020 and the implementation of the phased goal, the brand of LD beer can connect the online marketing creativity with the offline consumer behavior, so that consumers can get more high-quality experience in different channels. In order to achieve a breakthrough in the brand marketing mode of LD beer, this paper analyzes the possible impact of 020 marketing mode on beer industry, draws lessons from other successful cases of alcohol O2O, and combines the characteristics of LD beer. Some suggestions and strategies are given for the system operation of O _ 2O operation mode of LD beer. At the same time, in order to ensure the effective operation of LD beer in 020 marketing mode, and from the enterprise's brand marketing ability, resources integration ability, control ability, talent cultivation and other aspects of analysis, give practical implementation security suggestions and early warning of risks. Finally, some improved strategies are given to ensure the realization of LD beer brand 020 marketing model. Through the research on the marketing mode of LD beer brand 020 in this paper, we can draw the conclusion that the first line, the line, and the offline linkage mode can make LD beer realize the innovation of marketing mode and the change of marketing thinking. At the same time, the O2O model itself is also in the process of continuous optimization and exploration. LD beer must be based on its own brand development strategy and combined with the stage of resource investment, the flexible docking of O2O should be avoided. Only in this way can we gradually accumulate their own advantages in the new trend and continue the classic legend of entering China.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.82;F274

【参考文献】