【摘要】：白酒釀造在我國有悠久的歷史,自古以來,白酒承載了深厚的文化底蘊,是廣大民眾喜愛的消費品。白酒產(chǎn)業(yè)經(jīng)過多年發(fā)展,現(xiàn)已趨于完全的市場競爭,但營銷理念較為落后,營銷模式同質(zhì)化,整體水平有待提高。厚工坊酒業(yè)有限公司是廣東五葉神集團旗下子公司,2001年在茅臺鎮(zhèn)收購貴州迎賓酒業(yè)及茅臺茅竹酒廠二企業(yè),于2011年8月創(chuàng)立厚工坊品牌。五葉神集團具有成功的品牌運營經(jīng)驗,產(chǎn)品市場覆蓋中國大陸和臺港澳地區(qū)以及美國、亞洲和中東地區(qū)的部分市場。厚工坊上市三年多來,累計銷售額超過十億元,市場拓展到全國21個省份,是高端白酒品牌的后起之秀。本文首先對營銷戰(zhàn)略的相關(guān)文獻進行整理和分析,運用定量與定性、理論聯(lián)系實際相結(jié)合的方法及有關(guān)戰(zhàn)略管理研究方法,對厚工坊公司營銷戰(zhàn)略構(gòu)建及實施進行探討。論文首先結(jié)合厚工坊公司的實際情況,分析厚工坊公司的銷售現(xiàn)狀和所處的營銷環(huán)境,結(jié)合中國消費者市場及購買行為特點,探討厚工坊白酒在中國白酒市場這一特定市場的營銷環(huán)境中所處的競爭情況。其次,本文結(jié)合營銷組合理論,分析在當(dāng)今市場競爭激烈的情況下,厚工坊如何與其它成熟白酒品牌爭搶白酒行業(yè)這塊高額利潤的蛋糕,研究厚工坊公司在定價、產(chǎn)品、渠道和促銷方面的營銷戰(zhàn)略,分析厚工坊公司如何在激烈的市場競爭中,通過較短的時間,市場覆蓋全國20多個省市,并成為廣東省的區(qū)域強勢品牌。最后,根據(jù)分析結(jié)果,針對目標市場制定合適的營銷戰(zhàn)略,研究厚工坊公司應(yīng)如何借助成功的營銷經(jīng)驗以及自身特點在白酒行業(yè)得到發(fā)展壯大。
[Abstract]:Liquor brewing in China has a long history, since ancient times, liquor bearing a profound cultural heritage, is a popular consumer goods. After years of development, liquor industry has become a complete market competition, but the marketing concept is relatively backward, the marketing model is homogeneous, and the overall level needs to be improved. Hou Gong Fang Liquor Co., Ltd. is a subsidiary of Guangdong Wuye God Group. In 2001, it acquired Guizhou Yingbin Liquor and Maotai Mao-bamboo Wine Factory in Moutai Town, and founded Hou Gong Fang brand in August 2011. With successful brand operating experience, Wuye Shen Group covers mainland China, Taiwan, Hong Kong and Macao, as well as some markets in the United States, Asia and the Middle East. Hou Gong Fang has been listed for more than three years, with cumulative sales of more than 1 billion yuan and market expansion to 21 provinces across the country. It is a rising star of high-end liquor brands. In this paper, the related literature of marketing strategy is analyzed, and the construction and implementation of marketing strategy of Hou Gong Fang Company is discussed by using quantitative and qualitative methods, combining theory with practice and research methods of related strategic management. First of all, according to the actual situation of Hou Gong Fang Company, this paper analyzes the current sales situation and marketing environment of Hou Gong Fang Company, combined with the characteristics of Chinese consumer market and purchasing behavior. This paper probes into the competition situation of Hougongfang liquor in the marketing environment of Chinese liquor market. Secondly, combined with the theory of marketing combination, this paper analyzes how Hou Gong Fang competes with other mature liquor brands to compete with other mature liquor brands for the cake of high profits in the current market competition, and studies the pricing and products of the company. The marketing strategy of channels and sales promotion, the analysis of how Hou Gong Fang Company in the fierce market competition, through a relatively short time, the market covers more than 20 provinces and cities throughout the country, and become a strong regional brand in Guangdong Province. Finally, according to the analysis results, aiming at the target market to formulate the appropriate marketing strategy, the paper studies how the company should use the successful marketing experience and its own characteristics to develop and grow in the liquor industry.
【學(xué)位授予單位】：南華大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F426.82

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本文編號：2222769