老挝啤酒有限公司市场营销战略研究

发布时间：2018-06-30 04:28

本文选题：老挝啤酒 + 老挝经济　；参考：《昆明理工大学》2015年硕士论文

【摘要】：美国《时代》杂志曾将老挝啤酒评选为亚洲最好的啤酒,《曼谷邮报》也将老挝啤酒评为东南亚遗忘的宝石。作为全世界十大名啤酒之一,老挝2010年正式进入了中国,选厂址在广西南宁市。如今已过两年了,老挝啤酒在中国发展形势如何,一度受到东南亚爱好者趋之若鹜的老挝啤酒是否在中国也令中国啤酒爱好者疯狂呢。本论文将从老挝啤酒行业市场营销现状为切入点,通过对老挝啤酒行业市场营销现状在中国政策下的体现来分析找出老挝啤酒行业市场营销的问题,并提出相对应的解决方案。本论文通过对SWOT分析模型来对老挝啤酒进行一个系统的分析,SWOT分析法也称为TOWS分析法、道斯矩阵、态势分析法,是在二十世纪八十年代美国旧金山大学的管理学教授韦里克提出,常用于企业战略制定、竞争对手分析等场合,其模式通过分析企业的优势(Strengths)、劣势(Weaknesses)、机会(Opportunities)、和威胁(Threats)。因此SWOT分析实际上是将企业的内在条件,外部影响等多方面的状况综合和概括起来分析的,能够更加让企业了解自身内部环境和外部影响因素,从而将企业资源有效的运用到企业的优势和强项上面,公司的运营战略也越发变得明朗。
[Abstract]:Time magazine named Laotian beer the best beer in Asia, and the Bangkok Post named Laotian Beer as the forgotten jewel of Southeast Asia. As one of the top ten beers in the world, Laos entered China in 2010. Now, two years on, how is Laos developing in China, and whether Laos, once flocked by Southeast Asian enthusiasts, is also driving Chinese beer enthusiasts crazy? From the point of view of the current marketing situation of Lao beer industry, this paper analyzes and finds out the problems of Lao beer industry marketing through the embodiment of Lao beer industry marketing situation under Chinese policy, and puts forward corresponding solutions. In this paper, the SWOT analysis model is used to analyze Laotian beer systematically. The SWOT analysis method is also called tows analysis method, Daos matrix analysis method, situation analysis method. Werrick, a professor of management at the University of San Francisco in the 1980s, put forward that it is often used in the situation of enterprise strategy making and competitor analysis. Its mode is to analyze enterprise strengths, weaknesses, opportunities, and threats. Therefore, SWOT analysis is in fact a comprehensive analysis of the internal conditions and external influences of enterprises, which can help enterprises understand their internal environment and external influence factors. As a result, the company's operational strategy becomes more and more clear when the enterprise resources are effectively applied to the enterprise's strengths and strengths.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.82;F274

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