Z啤酒公司新产品开发优化策略研究
发布时间：2023-03-09 18:13
中国啤酒工业发展较快,2002年中国啤酒产量达到2386万吨,首次超过美国成为世界第一啤酒生产大国,一直维持至今。Z啤酒公司为国内国有控股的区域性中型啤酒企业,以技术领先在中国啤酒行业中享有美誉。当下,国内啤酒行业正面临转型升级的变革期,Z啤酒公司迫切需要发掘自身资源以及其啤酒开发技术领先的优势抢占行业形势变换的先机。本文以Z啤酒公司为案例,指出其营销与新产品开发策略现存主要问题在于没有做好有效的市场调研,新产品开发与营销脱节,与营销和新产品开发有关的工作和活动缺乏协同。然后采用案例分析法,从中国啤酒行业发展态势与竞争格局、Z啤酒公司主要竞争对手的新产品开发策略、Z啤酒公司新产品开发策略着手,运用SWOT矩阵分析工具进行归纳分析,得出中国啤酒行业的发展趋势和Z啤酒公司的核心竞争力,提出Z啤酒公司新产品开发的优化方向:应确立消费者导向的新产品开发理念;结合实验法调研和体验营销,在新产品概念测试中加入与消费者互动的环节,并引入企业其它资源要素参与协同互动,提高投入资源的利用率。最后提出新产品开发过程中概念测试方法优化的解决方案,根据Z啤酒公司实际情况,分三个层级,三个维度,试构建以消费者体...
【文章页数】：69 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
LIST OF ABBREVIATIONS
Chapter 1 Preface
1.1 Research background,purpose and significance
1.2 Research contents and methods
1.3 Research content of this paper
Chapter 2 Literature Review
2.1 New product development and marketing strategy research
2.2 Consumer-oriented and product-oriented marketing concept differences
2.3 Product concept test
2.4 Experience marketing
Chapter 3 Case Description Introduction of Z Beer Company and ItsNew Product Strategy
3.1 Z Beer Company profile
3.2 Organizational structure of Z Beer Company
3.3 Marketing status of Z Beer Company
3.4 New product development process and current situation of Z BeerCompany
3.5 The existing problems of Z Beer Company marketing and new productdevelopment strategy
Chapter 4 Case Analysis:New Product Development Strategy and MarketingEfficiency Analysis of Z Beer Company
4.1 The development trend and competitive pattern of China's beer industry
4.2 The new product development process of beer
4.3 New product development strategies of major competitors of Z beercompany
4.4 Market competitiveness analysis and new product development strategy of ZBeer Company
Chapter 5 Optimization Strategy of Z Beer Company's New ProductDevelopment
5.1 Establish the concept of consumer oriented new product development
5.2 Establish a new product concept test management program focused onconsumer experience
5.3 The implementation strategy of product concept test program focused onconsumer experience
5.4 Interaction between new product development optimization strategy andadjustment of marketing strategy of Z beer company
Chapter 6 Conclusion
6.1 Research conclusion
6.2 Research limitations and issues to be explored
REFERENCE
本文编号：3758059
【文章页数】：69 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
LIST OF ABBREVIATIONS
Chapter 1 Preface
1.1 Research background,purpose and significance
1.2 Research contents and methods
1.3 Research content of this paper
Chapter 2 Literature Review
2.1 New product development and marketing strategy research
2.2 Consumer-oriented and product-oriented marketing concept differences
2.3 Product concept test
2.4 Experience marketing
Chapter 3 Case Description Introduction of Z Beer Company and ItsNew Product Strategy
3.1 Z Beer Company profile
3.2 Organizational structure of Z Beer Company
3.3 Marketing status of Z Beer Company
3.4 New product development process and current situation of Z BeerCompany
3.5 The existing problems of Z Beer Company marketing and new productdevelopment strategy
Chapter 4 Case Analysis:New Product Development Strategy and MarketingEfficiency Analysis of Z Beer Company
4.1 The development trend and competitive pattern of China's beer industry
4.2 The new product development process of beer
4.3 New product development strategies of major competitors of Z beercompany
4.4 Market competitiveness analysis and new product development strategy of ZBeer Company
Chapter 5 Optimization Strategy of Z Beer Company's New ProductDevelopment
5.1 Establish the concept of consumer oriented new product development
5.2 Establish a new product concept test management program focused onconsumer experience
5.3 The implementation strategy of product concept test program focused onconsumer experience
5.4 Interaction between new product development optimization strategy andadjustment of marketing strategy of Z beer company
Chapter 6 Conclusion
6.1 Research conclusion
6.2 Research limitations and issues to be explored
REFERENCE
本文编号：3758059
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