试论即墨老酒绿色文化营销

发布时间：2018-05-01 08:45

本文选题：黄酒 + 即墨老酒　；参考：《山东大学》2010年硕士论文

【摘要】： 本文研究的核心命题是即墨老酒绿色文化营销；核心观点是绿色文化资源丰富的即墨老酒适宜开展绿色文化营销,绿色文化营销能够解决长久以来困扰黄酒营销的“卖点不突出”的问题；主要内容是绿色文化营销概论、即墨老酒绿色文化资源概论、即墨老酒绿色文化营销策略。绿色文化是指以“人类对自然物质界的良好治理是正确的”这一信念为核心价值观的文化。即墨老酒绿色文化营销,就是有意识地通过发现、甄别、培养或创造有即墨老酒特色的绿色文化价值观,来达成企业经营目标(经济的、社会的、尤其是环境的)的一种营销方式。即墨老酒的产品绿色文化营销、品牌绿色文化营销和企业绿色文化营销都是即墨老酒绿色文化营销的重要内容。除序言和结语外,本文主要从以下三个部分对即墨老酒绿色文化营销问题进行了初步的探索,按逻辑顺序依次是：一、提出理论模型——绿色文化营销策略概论；二、梳理该模型所分析与转化的对象——即墨老酒绿色文化资源概论：三、通过理论模型,实施对上述对象的分析与转化,得到结果——即墨老酒绿色文化营销策略。具体地,各部分的主要内容是：第一章——绿色文化营销概论,主要介绍本文的理论模型——绿色文化营销策略的概念,共分为三部分。首先,提出绿色文化的概念；其次,通过对目前国内有代表性的文化营销策略概念的分析介绍,进一步提出笔者的文化营销策略概念,并按结构分类；最后,在整合前两个概念的基础上,提出实施绿色文化营销的基本策略。第二章是即墨老酒绿色文化资源概论,是本文的理论模型所分析与转化的对象,共分为四部分。首先总体上介绍即墨老酒绿色文化资源的特色。然后,分三部分,分别从产品文化、品牌文化和企业文化角度,较为细致地介绍即墨老酒绿色文化资源。第三章是即墨老酒绿色文化营销策略,采用本文的理论模型对即墨老酒绿色文化资源这一对象进行分析与转化,得出“感恩”主题的即墨老酒绿色文化营销策略,共分为四部分。首先总体上介绍“感恩”作为即墨老酒绿色文化营销中心卖点的合理性。然后,分三部分,分别从产品文化、品牌文化和企业文化角度,较为细致地介绍即墨老酒“感恩”主题绿色文化营销策划方略。在产品绿色文化营销策略部分,主要从“产品性能”和“与产品基本性能关系密切的生产过程”两方面进行策划。在品牌绿色文化营销策略部分,主要从“绿色文化包装设计”与“绿色文化广告设计”两方面进行策划。在企业绿色文化营销策略部分,主要从“企业绿色文化营销形式”与“企业绿色文化营销内容”两方面进行策划。在论文的结语部分,笔者认为,发现并充分利用文化的时代特征和发展趋势,是营销成功的关键所在。但同时也应注意到消费者的需要有其内在的稳定性。综合上述分析,作为整合黄酒的历史文化优势与绿色文化优势、面向市场的绿色文化营销的中心卖点,“感恩”卖点的提出,对解决长期以来困扰黄酒营销的“卖点多,但消费者一个也难以记住”的问题,提供了一些较为实际的解决思路。论文在绿色文化营销的基本概念分析、即墨老酒绿色文化资源梳理、即墨老酒绿色文化营销策划方法与创意等方面进行了初步探索,对黄酒绿色文化营销的发展前景进行了展望,以期该题目的研究对我国黄酒行业市场营销有所帮助。
[Abstract]:The core proposition of this paper is the marketing of the green culture of the old wine .
The core idea is that green culture resources are rich in the ready - to - ink old wine is suitable for the green culture marketing , the green culture marketing can solve the problem that the " selling point is not outstanding " which has puzzled the yellow wine marketing for a long time ;
The main content is the introduction of green culture marketing , the introduction of the green cultural resources of the old wine , and the marketing strategy of the green culture of the old wine .

The green culture refers to the culture of the core values based on the belief that " good governance of the natural material industry is correct " .

In addition to the preface and the epilogue , this paper makes a preliminary exploration on the marketing of the green culture of the old wine from the following three parts :

First , put forward the theory model _ green culture marketing strategy overview ;

II . Introduction of the green cultural resources of the object _ ready - to - ink old wine analyzed and transformed by the model :

Thirdly , through the theoretical model , the analysis and transformation of the above objects are carried out , and the result _ instant green culture marketing strategy is obtained .

Specifically , the main contents of each part are :

The first chapter is the introduction of green culture marketing , which mainly introduces the concept of the theory model and the marketing strategy of green culture , which is divided into three parts . Firstly , the concept of green culture is put forward .
Secondly , through the analysis of the concept of representative cultural marketing strategy in China , the author further puts forward the author ' s concept of culture marketing strategy , and sorts them according to structure .
Finally , on the basis of the two concepts before integration , the basic strategy of implementing green culture marketing is put forward .

The second chapter is an overview of the green cultural resources of the wine and the old wine . It is the object of the analysis and transformation of the theory model in this paper , which is divided into four parts . First , the characteristics of the green cultural resources of the old wine are introduced . Then , the green cultural resources of the old wine are introduced in detail from the product culture , the brand culture and the enterprise culture angle .

The third chapter is the green culture marketing strategy of the old wine , which is based on the analysis and transformation of the object of the green cultural resources of the old wine .

In the concluding part of the thesis , the author thinks that it is the key to the success of marketing , which is the key to the success of marketing . But at the same time , it should be noted that the consumer needs to have the inherent stability .

On the basis of the analysis of the basic concept of green culture marketing , the author makes a preliminary exploration on the green cultural resources of the old wine , the method and the originality of the green culture marketing planning , and looks forward to the development prospect of the yellow wine green culture marketing , with the hope that the research of this topic can help the marketing of the yellow wine industry in China .

【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F426.82;F274;F205

【参考文献】