金士百啤酒营销策略研究

发布时间：2018-06-15 02:38

本文选题：金士百 + 啤酒　；参考：《吉林大学》2010年硕士论文

【摘要】： 中国人口众多,因此中国啤酒的生产和消耗量也十分巨大, 2003年中国啤酒的产销量近2500万千升,成为世界最大的啤酒产销国。但是在貌似繁荣的背后,啤酒行业又蕴含着重重危机。我国啤酒行业的发展规模已经远远大于国内市场需求总量,产生了严重的供求矛盾和连年的价格大战,导致企业利润下降,整个行业的总体发展形势比较严峻。长春地区目前有18家啤酒企业,每年总产量达200多万千升,长春地区啤酒也存在供大于求,产品过剩的状况,企业间的竞争也异常激烈。金士百啤酒集团是吉林省最大的啤酒生产基地,其产品包括绿色纯生系列、干啤系列、熟啤系列、听装系列和扎啤系列等,每个系列又分为不同种类。金士百啤酒在吉林省的强势地位、企业的成本优势和产能优势、稳健的经营、良好的财务状况、较高的营销管理能力是金士百啤酒的市场竞争优势;而公司资金上的欠缺、价格优势不明显、战略规划能力较弱、营销模式不完善、品牌力欠缺等又是金士百啤酒的劣势所在。由于全国啤酒行业整合第一阶段还未完成,金士百还具有很多市场机会;同时外部市场环境中的潜在威胁也不容忽视。目前长春地区的雪花、华丹,哈啤的银瀑,山东的青岛啤酒,美国的百威、蓝带是金士百的最主要竞争对手。金士百啤酒公司应以提高市场占有率作为企业的近期营销目标,抓紧时间采取有效措施去抢占有限的市场份额。其目标市场可以划分为四个区域。主基地市场为长春市区,市场占有率目标为80%以上;分基地市场为农安、德惠、九台、公主岭等周边县市,市场占有率目标位60%-80%;外围市场为吉林、四平、松原等城市,采取强攻策略,占领市场;远程市场为150公里以外地区,争取进占或渗透该市场。为了实现金士百集团的总体发展目标,我们为其设计了营销组合策略。产品策略。继续改良产品结构,开发新产品,改进产品包装,提升产品整体质量,加强品牌建设。定价策略。金士百纯生产品的定价以国内纯生啤酒价格为参照系,如珠江纯生、青岛纯生等,价格要比参照产品略低以取得竞争优势。渠道策略。金士百应尽快优化强化深度分销措施,特别注意将销售人员的职责重心从获取订单转移到终端沟通和生动化上。促销策略。在市场发展的不同阶段和不同类型的市场采用不同的促销策略。根据市场需求和竞争对手分析开展促销活动,提高市场份额,培育金士百消费者的顾客忠诚度;减少通路促销的比率,降低通路促销的消极作用;提高广告促销的针对性,包含针对市场因素的广告促销和针对产品自身因素的广告促销;最后,要大力强化人员推销和销售促进工作的力度和效果。以上营销策略的成功实施,需要足够强大的执行力作为保障。金士百啤酒应该在以下几个方面加强执行力:推进企业组织结构优化和流程再造;健全完善绩效考核机制,激发销售人员的潜力;加强员工培训,提高组织的学习能力。
[Abstract]:China has a large population, so the production and consumption of Chinese beer are also very huge. In 2003, the production and sales of Chinese beer were nearly 2500 thousand litres, which became the largest beer producing and marketing country in the world. But behind the seemingly prosperous, the beer industry contains many crises. The development scale of the beer industry in China is far larger than the domestic market demand. In total, resulting in a serious contradiction between supply and demand and after the price war, resulting in the decline in corporate profits, the general development situation of the whole industry is more severe.
There are 18 beer companies in Changchun, with a total output of more than 200 thousand litres a year. In Changchun, there is also a oversupply of beer, the surplus of products and the fierce competition among enterprises.
Jin Shi Bai beer group is the largest beer production base in Jilin province. Its products include green pure life series, dry beer series, ripe beer series, hearing series and beer series, each series is divided into different kinds. The strong position of Jin Shi Bai beer in Jilin Province, the enterprise's advantage and capacity advantage, steady operation and good finance Conditions, high marketing management ability is the competitive advantage of Jin Shi Bai beer, but the lack of company funds, the price advantage is not obvious, the strategic planning ability is weak, the marketing mode is not perfect, the brand power is deficient and so on. Because the first stage of the whole national beer wine industry has not been completed, Jin Shi hundred also has There are many market opportunities; and the potential threat in the external market environment can not be ignored. At present, the Changchun region's snowflakes, wadan, the silver waterfall of harp, the Tsingtao Brewery in Shandong, the Budweiser in the United States, and the blue belt are the main competitors of Kim.
In order to improve the market share as the short-term marketing target of the enterprise, it should take the time to take effective measures to seize the limited market share. The target market can be divided into four regions. The main base market is Changchun City, the target of market share is more than 80%; the base market is Nong'an, Dehui, nine sets, Gongzhuling. Such as surrounding counties and cities, market share target 60%-80%; the peripheral market for Jilin, Siping, Songyuan and other cities, take a strong attack strategy, occupy the market; the distance market is 150 kilometers away, strive to occupy or infiltrate the market.
In order to achieve the goal of overall development of Ginsber group, we have combined marketing strategy for its design.
Product strategy. To improve product structure, develop new products, improve product packaging, improve the overall quality of the product, strengthen the brand construction.
Pricing strategy. The price of pure raw products is based on domestic pure beer price, such as pure birth of Pearl River, pure birth in Qingdao and so on, and the price is slightly lower than the reference product to gain competitive advantage.
Channel strategy. We should optimize the measures to strengthen the depth distribution as soon as possible, and pay special attention to the transfer of the responsibility of the sales staff from the acquisition of orders to the terminal communication and the vividness.
Promotion strategy. Different promotion strategies are adopted in different stages of market development and different types of market. Marketing promotion activities are carried out according to market demand and competitors, market share is improved, customer loyalty of the consumers of Jin Dynasty is nurture; the ratio of marketing promotion is reduced, negative effect of lower access promotion is reduced; promotion of advertising promotion is improved. It includes advertising promotion for market factors and advertising promotion for the product itself. Finally, we should vigorously strengthen the efforts and effects of promotion and promotion of personnel sales and sales.
The successful implementation of the above marketing strategy requires strong executive power as a guarantee. It should be strengthened in the following aspects: promoting organizational structure optimization and process reengineering, perfecting the performance appraisal mechanism, stimulating the potential of the sales staff, strengthening the training of employees, and improving the learning ability of the organization.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F274;F426.82

【引证文献】