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论文编号：	10622
作者编号：	2120163025
上传时间：	2018/12/7 15:33:27
中文题目：	董酒公司在沈阳地区市场的营销策略研究
英文题目：	Study on Marketing Strategy of DongJiu co. ltd in Shenyang Area
指导老师：	牛芳
中文关键字：	董酒；白酒；市场营销；营销策略；沈阳市场
英文关键字：	DongJiu；Liquor；Marketing；Marketing strategy；Shenyang market
中文摘要：	董酒作为中国的“老八大名酒”之一，其历史源远流长，有着强大的品牌号召力。1949年新中国成立后，董酒由当地政府扶持，重新恢复生产，并迎来一段辉煌的发展期。但到了90年代，随着大环境下计划经济转向市场经济，董酒由于主客观原因开始没落、沉寂，从而错过了白酒行业黄金发展期。直到2007年，董酒才开始重新活跃在市场上。 本文回顾了STP、4Ps、SWOT、PEST等理论，分析了它们优势和不足，最后选择 STP 和 4Ps等理论分析董酒公司在沈阳地区的营销现状，同时结合 SWOT分析法、实地调查等方法，识别了董酒在沈阳市场的营销策略存在的主要问题，并针对这些问题提出了优化的营销策略。 研究发现, 董酒公司在沈阳地区的营销策略主要存在以下问题：无核心产品、忽略了低端市场、产品包装辨识度低；定价过于集中、中高档酒类价格定价过高、低价酒定价不合理；渠道销售创新不够、对经销商的激励不够、对经销商的监控不够到位、销售区域不均衡；缺少系统宣传对策、缺少对企业文化的宣传、促销终端缺少及时反馈机制。 同时，基于这些问题提出了相应的营销策略，在产品策略方面，保障产品质量、建立品牌形象、调整产品结构、改进外观设计、加强产品创新; 在价格策略方面，按照价值定价、价格全覆盖、体现价格优势、制定浮动价格; 在渠道策略方面，采用3个层级的渠道模式;在促销策略方面：广告促销策略、人员推销策略、销售促进策略、打折促销策略、公共关系策略。 本文基于4Ps方法改进了董酒在沈阳市场的营销策略，理论和实践能够较好的结合，研究结论不仅可以为董酒公司提供指导，也可以为其他酒类企业提供参考。
英文摘要：	As one of the "eight famous old wines" in China, DongJiu has a long history and strong brand appeal. After the founding of the People's Republic of China in 1949, DongJiu was supported by the local government and resumed production, ushering in a period of brilliant development. But in the 1990s, as planned economy turned to market economy, DongJiu began to decline and become silent due to subjective and objective reasons, thus missing the golden development period of liquor industry. It was not until 2007 that DongJiu started to be active in the market after two times of reform and establishment. This paper reviews the theory of STP, 4Ps and SWOT, PEST and so on, focus on their strengths and weaknesses, the final choice theories such as STP and 4 ps analysis Dong Jiu company in Shenyang area marketing present situation, at the same time, combined with the SWOT analysis, inductive analysis and methods of field investigation, identify the DongJiu in Shenyang main problems of the marketing strategy of the market, and aiming at these problems puts forward the optimized marketing strategies. It is found that the marketing strategy of DongJiu company in Shenyang mainly has the following problems: no core product, ignoring low-end market, low product packaging identification; Over-centralized pricing, over-pricing of medium and high-grade liquor, and unreasonable pricing of low-price liquor; Insufficient innovation in channel sales, insufficient incentives to dealers, inadequate supervision of dealers, and imbalance in sales regions; Lack of systematic propaganda countermeasures, corporate culture publicity and promotion terminal feedback mechanism. Based on these problems, relevant marketing strategies are proposed to guarantee product quality, establish brand image, adjust product structure, improve appearance design and enhance product innovation. In terms of price strategy, price should be set according to value, fully covered, reflecting price advantage, and setting floating price. In terms of channel strategy, three levels of channel model are adopted. In terms of promotion strategy: advertising promotion strategy, personnel promotion strategy, sales promotion strategy, discount promotion strategy, public relations strategy. The study improved the marketing strategy of DongJiu in Shenyang market based on the 4Ps method, and the theory and practice can be well combined. The research conclusion can not only provide guidance for DongJiu company, but also provide reference for other liquor enterprises.
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