本文選題：云門酒業(yè) + 白酒��； 參考：《山東師范大學(xué)》2017年碩士論文

【摘要】：近年來(lái),同類競(jìng)爭(zhēng)品的增多、產(chǎn)品生命周期變短以及相互之間激烈的競(jìng)爭(zhēng)已經(jīng)成為國(guó)內(nèi)白酒市場(chǎng)營(yíng)銷所面臨的主要問(wèn)題,這也使得我國(guó)地方性白酒企業(yè)發(fā)展,出現(xiàn)了諸多不確定性和復(fù)雜性。在白酒行業(yè)市場(chǎng)競(jìng)爭(zhēng)日趨激烈的今天,云門酒業(yè)要想在企業(yè)所位于的濰坊市場(chǎng)獲得長(zhǎng)久發(fā)展,建立具有競(jìng)爭(zhēng)力的營(yíng)銷策略可以說(shuō)是最重要的環(huán)節(jié)。本文的論述依據(jù)現(xiàn)代市場(chǎng)營(yíng)銷理論,運(yùn)用PEST理論和五力模型,對(duì)云門酒業(yè)發(fā)展所面臨的宏觀環(huán)境以及行業(yè)環(huán)境進(jìn)行了剖析,分析得出云門酒業(yè)發(fā)展所面臨的機(jī)遇與挑戰(zhàn)。然后運(yùn)用4Ps理論,詳細(xì)分析了云門酒業(yè)在濰坊市場(chǎng)營(yíng)銷實(shí)際操作過(guò)程中,相關(guān)策略和方法的運(yùn)行情況。找出營(yíng)銷策略在具體運(yùn)行中存在的一系列問(wèn)題,包括品牌定位與地域文化融合度不高、產(chǎn)品線全而不精、定價(jià)靈活性較低、線上銷售渠道缺乏、傳播效率不高以及對(duì)產(chǎn)品生命周期把握不準(zhǔn)等方面,并對(duì)問(wèn)題出現(xiàn)的原因進(jìn)行了分析,得出云門酒業(yè)所具有的優(yōu)勢(shì)與劣勢(shì)。在第五章,基于前面分析出的云門酒業(yè)在營(yíng)銷過(guò)程中出現(xiàn)的問(wèn)題與不足,有針對(duì)行的制定相應(yīng)的營(yíng)銷策略,從做好品牌定位,按需細(xì)分市場(chǎng),優(yōu)化產(chǎn)品組合,差異化、高效化傳播,多因素差異定價(jià),暢通多元銷售渠道,改進(jìn)促銷手段以及加強(qiáng)營(yíng)銷策略實(shí)施的保障等方面進(jìn)行了詳細(xì)論述。最后是基于前面的研究論述得出的相關(guān)結(jié)論,還包括研究過(guò)程中的一些創(chuàng)新和不足的方面以及對(duì)未來(lái)的展望和思考。論文著眼于地方性企業(yè)在局域市場(chǎng)內(nèi)的市場(chǎng)拓展的視角,對(duì)云門酒業(yè)現(xiàn)有營(yíng)銷策略進(jìn)行分析并尋找出其中的不足之處,再結(jié)合運(yùn)用相關(guān)的市場(chǎng)營(yíng)銷理論,基于濰坊市場(chǎng)的實(shí)際提出解決方案,力爭(zhēng)對(duì)云門酒業(yè)營(yíng)銷策略的制定和實(shí)施提供有效的幫助,對(duì)同類白酒企業(yè)營(yíng)銷活動(dòng)的開展也有具有一定的借鑒意義。
[Abstract]:In recent years, the increase of similar products, the shortening of product life cycle and the fierce competition between each other have become the main problems in the domestic liquor marketing, which also make the development of local liquor enterprises in China. There are many uncertainties and complexities. Nowadays, the market competition of liquor industry is becoming more and more fierce. If Yunmen Liquor wants to obtain long-term development in Weifang market where the enterprise is located, it can be said that establishing competitive marketing strategy is the most important link. Based on the modern marketing theory, using the PEST theory and the five-force model, this paper analyzes the macro environment and the industry environment faced by the development of Yunmen wine industry, and concludes the opportunities and challenges of the development of Yunmen wine industry. Then, using 4Ps theory, the paper analyzes the operation of Yunmen Liquor in Weifang marketing practice. Find out a series of problems existing in the concrete operation of marketing strategy, including brand positioning and regional culture fusion degree is not high, product line is complete but not refined, pricing flexibility is low, online sales channel is lacking, The communication efficiency is not high and the product life cycle is not well grasped, and the causes of the problems are analyzed, and the advantages and disadvantages of Yunmen wine industry are obtained. In the fifth chapter, based on the problems and shortcomings in the marketing process of Yunmen Liquor industry, there are the corresponding marketing strategies for the line, from doing a good job of brand positioning, subdividing the market on demand, optimizing the product mix, differentiation, This paper discusses in detail such aspects as high efficiency communication, multi-factor differential pricing, unblocking multiple sales channels, improving the means of promotion and strengthening the guarantee of the implementation of marketing strategy. Finally, it is based on the conclusions of the previous research, and also includes some innovative and inadequate aspects of the research process, as well as the future outlook and thinking. This paper focuses on the local enterprises' market expansion in the local market, analyzes the existing marketing strategies of Yunmen Liquor Industry and finds out the shortcomings, and then combines with the relevant marketing theory. Based on the actual Weifang market solutions, strive to provide effective help for the formulation and implementation of marketing strategies of Yunmen Liquor Industry, and also have certain reference significance for the similar liquor enterprises to carry out marketing activities.
【學(xué)位授予單位】：山東師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F426.82

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本文編號(hào)：1911096