云门酒业在潍坊地区营销策略研究

发布时间：2018-05-19 18:00

本文选题：云门酒业 + 白酒　；参考：《山东师范大学》2017年硕士论文

【摘要】：近年来,同类竞争品的增多、产品生命周期变短以及相互之间激烈的竞争已经成为国内白酒市场营销所面临的主要问题,这也使得我国地方性白酒企业发展,出现了诸多不确定性和复杂性。在白酒行业市场竞争日趋激烈的今天,云门酒业要想在企业所位于的潍坊市场获得长久发展,建立具有竞争力的营销策略可以说是最重要的环节。本文的论述依据现代市场营销理论,运用PEST理论和五力模型,对云门酒业发展所面临的宏观环境以及行业环境进行了剖析,分析得出云门酒业发展所面临的机遇与挑战。然后运用4Ps理论,详细分析了云门酒业在潍坊市场营销实际操作过程中,相关策略和方法的运行情况。找出营销策略在具体运行中存在的一系列问题,包括品牌定位与地域文化融合度不高、产品线全而不精、定价灵活性较低、线上销售渠道缺乏、传播效率不高以及对产品生命周期把握不准等方面,并对问题出现的原因进行了分析,得出云门酒业所具有的优势与劣势。在第五章,基于前面分析出的云门酒业在营销过程中出现的问题与不足,有针对行的制定相应的营销策略,从做好品牌定位,按需细分市场,优化产品组合,差异化、高效化传播,多因素差异定价,畅通多元销售渠道,改进促销手段以及加强营销策略实施的保障等方面进行了详细论述。最后是基于前面的研究论述得出的相关结论,还包括研究过程中的一些创新和不足的方面以及对未来的展望和思考。论文着眼于地方性企业在局域市场内的市场拓展的视角,对云门酒业现有营销策略进行分析并寻找出其中的不足之处,再结合运用相关的市场营销理论,基于潍坊市场的实际提出解决方案,力争对云门酒业营销策略的制定和实施提供有效的帮助,对同类白酒企业营销活动的开展也有具有一定的借鉴意义。
[Abstract]:In recent years, the increase of similar products, the shortening of product life cycle and the fierce competition between each other have become the main problems in the domestic liquor marketing, which also make the development of local liquor enterprises in China. There are many uncertainties and complexities. Nowadays, the market competition of liquor industry is becoming more and more fierce. If Yunmen Liquor wants to obtain long-term development in Weifang market where the enterprise is located, it can be said that establishing competitive marketing strategy is the most important link. Based on the modern marketing theory, using the PEST theory and the five-force model, this paper analyzes the macro environment and the industry environment faced by the development of Yunmen wine industry, and concludes the opportunities and challenges of the development of Yunmen wine industry. Then, using 4Ps theory, the paper analyzes the operation of Yunmen Liquor in Weifang marketing practice. Find out a series of problems existing in the concrete operation of marketing strategy, including brand positioning and regional culture fusion degree is not high, product line is complete but not refined, pricing flexibility is low, online sales channel is lacking, The communication efficiency is not high and the product life cycle is not well grasped, and the causes of the problems are analyzed, and the advantages and disadvantages of Yunmen wine industry are obtained. In the fifth chapter, based on the problems and shortcomings in the marketing process of Yunmen Liquor industry, there are the corresponding marketing strategies for the line, from doing a good job of brand positioning, subdividing the market on demand, optimizing the product mix, differentiation, This paper discusses in detail such aspects as high efficiency communication, multi-factor differential pricing, unblocking multiple sales channels, improving the means of promotion and strengthening the guarantee of the implementation of marketing strategy. Finally, it is based on the conclusions of the previous research, and also includes some innovative and inadequate aspects of the research process, as well as the future outlook and thinking. This paper focuses on the local enterprises' market expansion in the local market, analyzes the existing marketing strategies of Yunmen Liquor Industry and finds out the shortcomings, and then combines with the relevant marketing theory. Based on the actual Weifang market solutions, strive to provide effective help for the formulation and implementation of marketing strategies of Yunmen Liquor Industry, and also have certain reference significance for the similar liquor enterprises to carry out marketing activities.
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.82

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