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论文编号：	12081
作者编号：	2320180670
上传时间：	2020/12/11 15:51:51
中文题目：	江苏洋河酒厂股份有限公司营销策略研究
英文题目：	Research on Marketing Strategy of Jiangsu Yanghe Distillery Co.,Ltd.
指导老师：	杜建刚
中文关键字：	白酒营销;洋河股份;消费者行为;品牌忠诚;渠道管理
英文关键字：	liquor marketing; Yanghe Co., Ltd; consumer behavior; brand loyalty; channel management
中文摘要：	白酒行业从2017年底逐渐走出上一个行业低谷期，洋河股份作为白酒行业前三甲，业内知名企业，2016年从行业低谷率先走出并快速增长，到2018年业绩达到历史最高峰，营业收入超过241亿，净利润81.15亿。但从2019年第二季度开始，洋河股份销售增长率开始出现下滑，对比同行业的知名酒企的高速增长，洋河股份遇到了一些问题，从当年三季度开始，公司宣布进入调整期。 本文在此背景下，通过查阅大量的文献资料，收集整理白酒行业相关年份的产量、销售额、利润以及产业政策和相关企业的年报等文献资料，对比分析主要竞争对手茅台、五粮液、泸州老窖的营销策略，运用STP理论为洋河股份的品牌寻找合适的定位，尤其在高端品牌的运营方面，通过差异化的品牌定位实现错位竞争，发挥洋河股份的优势。采用PEST框架分析洋河股份营销环境，寻找企业营销策略调整的方向，通过调研问卷的数据分析和判断，从消费者的角度来寻找洋河股份在营销策略中存在的不足，阐述洋河股份面临的五个方面的主要问题，最终借助营销4P理论，从产品、价格、渠道、促销四大方面针对性的提出解决问题的策略和措施。 本文的结论是，洋河股份的营销策略调整方向，应该聚焦于产品品质的持续提升，建立独特的绵柔品质护城河。营销策略应该从目标消费者的需求和偏好出发，一方面巩固忠诚度比较高的消费者，另一方面用优秀和独特的品质培育和转化更多的目标消费者。品牌运营方面，着重提高洋河股份产品在中高端市场目标消费者心目中的档次，实现消费心智的占领。渠道运营方面，针对现有的经销商体系做出合理的调整，避免内耗，形成合力。同时通过促销方式的调整，稳定价格体系，提升利润空间，恢复渠道推力。
英文摘要：	At the end of 2017, the liquor industry gradually stepped out of the last industry trough. As one of the top three enterprises in the liquor industry and a well-known enterprise, Yanghe Co., Ltd. was the first to step out of the trough of the industry in 2016 and continued to grow rapidly. By 2018, its performance reached the peak in history, with an operating income of more than 24.1 billion yuan and a net profit of 8.115 billion yuan. However, from the second quarter of 2019, the sales growth rate of Yanghe Co., Ltd began to decline. Compared with the rapid growth of well-known wine enterprises in the same industry, Yanghe Co., Ltd encountered some problems. From the third quarter of the same year, the company announced to enter the adjustment period. Based on this background, through consulting a large number of literature, collect liquor-making industry related year of production, sales, profits, and the annual report of industrial policy and related businesses such as literature, comparison and analysis the main competitors of Maotai, Wuliangye, Luzhou laojiao marketing strategy, using the STP theory for the brand of Yanghe cooperation looking for the right position, especially in the high-end brand operations, through differentiated brand positioning dislocation competition, play the advantages of Yanghe cooperation. This paper adopts PEST framework to analyze the marketing environment of Yanghe cooperation and find out the direction of enterprise marketing strategy adjustment. Through the data analysis and judgment of the questionnaire survey, the deficiencies in the marketing strategy of Yanghe Stock were found from the perspective of consumers, and the five main problems faced by Yanghe cooperation were expounded. Finally, with the help of the marketing 4P theory, this paper puts forward the strategies and measures to solve the problems from the four aspects of product, price, place and promotion. The conclusion of this paper is that the marketing strategy adjustment direction of Yanghe Should focus on the continuous improvement of product quality and establish a unique moat of soft quality. Marketing strategies should start from the needs and preferences of target consumers, on the one hand to consolidate consumers with high loyalty, and on the other hand to cultivate and transform more target consumers with excellent and unique quality. In terms of brand operation, we will focus on improving the grade of Yanghe's products in the eyes of target consumers in the middle and high-end market, so as to achieve the occupation of consumption mind. In terms of channel operation, make reasonable adjustments to the existing dealer system to avoid internal friction and form synergy. At the same time, through the adjustment of promotion methods, stabilize the price system, improve the profit space, restore channel thrust.
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