新形势下LJ公司白酒产品营销问题分析与对策研究

发布时间：2018-06-19 01:09

本文选题：白酒 + 白酒营销　；参考：《电子科技大学》2014年硕士论文

【摘要】：白酒是中国老百姓情感与物质的双重消费。白酒,不仅仅是一种消费品,它还是中国文化的一种特殊载体。饮酒是中国人民的一种固有生活方式与情感的表达方式。这个过程慢慢带来了不同消费者的理念以及文化,消费者对于白酒的消费也渐渐趋于理性。在选择白酒品牌与类型上具备了更多的自主权,这对白酒生产企业而言是一个空前的变化与竞争推动剂。LJ公司是国内知名白酒生产企业,经过多年发展,品牌排名已经占据行业前五。2012年底国内掀起了一阵“反公款浪费、反公款吃喝、杜绝公款招待浪费行为”的热潮。这对于国内高端白酒典型代表LJ白酒而言是一个不小的打击,自办法出台,公司白酒销售额已经出现不小程度跌幅。寻求新形势下白酒的营销策略,已经是LJ公司势在必行的改革。本研究共分为六章。首先,简单阐述了本研究的选题依据、研究意义、国内白酒行业营销与发展现状与本文研究架构;第二章为主要理论与方法介绍,主要内容包括白酒的概念与分类介绍,白酒营销相关理论;第三章介绍了国内白酒行业的环境、LJ公司业务经营现状以及市场占有情况;第四章为问题分析部分,分析内容为新形势下LJ公司白酒销售额下滑的主要管理原因,开展了面向全国12个省市的大范围消费者意愿调查并找出症结所在;接下来为针对问题的对策研究;最后是本研究的主要结论与下一步展望。新形势下白酒销售额下滑,不仅仅是LJ公司面临的迫切问题,也是全行业内白酒生产企业同样面临的问题。本研究站在LJ公司的视角,通过详实的数据调查找出了目前LJ公司的管理不足与针对改进策略,这对其他白酒生产企业同样具有借鉴意义。
[Abstract]:Liquor is the dual consumption of emotion and material among Chinese people. Liquor is not only a kind of consumer goods, but also a special carrier of Chinese culture. Drinking is an inherent way of life and emotional expression of the Chinese people. This process has gradually brought different consumer ideas and cultures, and consumers' consumption of liquor has gradually tended to be rational. The choice of liquor brand and type has more autonomy, which is an unprecedented change and competition for liquor production enterprises. LJ is a well-known domestic liquor production enterprises, after many years of development. Brand ranking has occupied the industry's top five. At the end of 2012, there has been a wave of "anti-waste of public money, anti-consumption of public money, eliminate waste of public money hospitality" boom. This is not a small blow to the domestic high-end liquor representative LJ liquor, since the introduction of the measures, the company's liquor sales have not declined to a small extent. It is imperative for LJ Company to seek the marketing strategy of liquor under the new situation. This study is divided into six chapters. First of all, this paper briefly describes the basis of this study, research significance, domestic liquor industry marketing and development status and research framework; the second chapter is the introduction of the main theory and methods, the main content includes the concept and classification of liquor introduction. The third chapter introduces the domestic liquor industry environment LJ company business operation situation and market possession; the fourth chapter is the problem analysis part, the third chapter introduces the domestic liquor industry environment LJ company business operation present situation and the market occupation situation; the fourth chapter is the question analysis part, The main reasons for the decline of liquor sales in LJ Company under the new situation are analyzed, and a large-scale consumer will survey for 12 provinces and cities in China is carried out to find out the crux of the problem. Finally, the main conclusions and future prospects of this study are presented. Under the new situation, the decline of liquor sales is not only an urgent problem faced by LJ Company, but also a problem faced by liquor production enterprises in the whole industry. From the perspective of LJ Company, this study finds out the current LJ company's insufficient management and improvement strategy through detailed data investigation, which is also useful for other liquor production enterprises.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.82;F274

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