SD酒业公司品牌营销战略研究

发布时间：2018-07-20 13:08

【摘要】：中国拥有世界上独一无二的酿酒技术，酿制白酒已有几千年的历史。从古至今，白酒不仅传承着中国深厚的文化底蕴，而且在国家的政治、经济、外交方面都发挥了重要作用。随着时代的发展和进步，白酒行业不断发展壮大，白酒企业市场竞争日趋加剧。特别是国家一系列新规的出台导致白酒市场大幅萎缩，中小型白酒企业产品同质化与营销手段的相似性，大大削弱企业品牌的竞争力，在有限的白酒市场空间里，诸多白酒企业如何提升品牌竞争力，，扩大白酒销售市场，让更多的消费者对品牌产生认同和忠诚成为摆在企业面前的现实问题。本文以河南省内的一家重点白酒企业——SD酒业公司为研究对象，以现代营销管理理论为指导，通过对SD酒业公司的营销环境和品牌营销现状的分析研究，得到了一系列值得尝试的可行性建议，以此作为白酒企业解决品牌营销战略方面问题的参考意见。本文采取文献研究法、市场分析法和走访座谈法，对SD酒业公司品牌战略进行了分析和论述。全文共分6章，第一章绪论，主要介绍本论文的研究背景与意义、研究方法及研究内容。第二章是相关理论基础和营销战略分析工具和方法，这是本篇论文的理论指导，介绍品牌的概念、品牌营销战略、行业竞争五力模型和SWOT分析法。第三章是SD酒业公司的营销环境分析，通过对SD酒业公司优势、劣势、机会和威胁的分析，进行战略类型的选择。第四章是SD酒业公司品牌营销战略现状的分析。介绍SD酒业公司品牌营销战略的实施现状及面临的问题。第五章是SD酒业公司品牌营销战略的改进建议。分别从市场细分与目标市场选择、品牌定位、产品、价格、渠道、促销等方面进行论述。第六章是本文的结论和进一步研究方向。
[Abstract]:China has a unique winemaking technology in the world and has made liquor for thousands of years. Since ancient times, liquor not only inherits China's profound cultural heritage, but also plays an important role in national politics, economy and diplomacy. With the development and progress of the times, liquor industry continues to grow and the market competition of liquor enterprises intensifies day by day. In particular, the introduction of a series of new national regulations has led to a sharp shrinkage of the liquor market, and the similarity between the homogenization of the products of small and medium-sized liquor enterprises and the marketing means has greatly weakened the competitiveness of the enterprise brands, and in the limited liquor market space, How to improve the brand competitiveness of many liquor enterprises, expand the liquor sales market, let more consumers identify with the brand and loyalty become a real problem in front of the enterprises. This paper takes SD Liquor Company, a key liquor enterprise in Henan Province, as the research object, under the guidance of modern marketing management theory, through the analysis and research on the marketing environment and brand marketing status of SD Liquor Company. A series of feasible suggestions are obtained, which can be used as reference for liquor enterprises to solve brand marketing problems. This paper analyzes and discusses the brand strategy of SD Liquor Company by literature research, market analysis and interview. The first chapter introduces the research background, significance, research methods and contents of this thesis. The second chapter is the related theoretical basis and marketing strategy analysis tools and methods, which is the theoretical guidance of this paper, introducing the concept of brand, brand marketing strategy, industry competition model and SWOT analysis. The third chapter is the analysis of the marketing environment of SD Liquor Company, through the analysis of the strengths, weaknesses, opportunities and threats of SD Liquor Company, the selection of strategic types. The fourth chapter is the SD liquor company brand marketing strategy analysis. This paper introduces the actualization status and problems of the brand marketing strategy of SD Liquor Company. The fifth chapter is the suggestion to improve the brand marketing strategy of SD Liquor Company. From the market segmentation and target market selection, brand positioning, products, prices, channels, promotions and so on. The sixth chapter is the conclusion and further research direction of this paper.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.82;F274

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