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论文编号：	3001
作者编号：	2220080778
上传时间：	2011/3/29 10:33:18
中文题目：	国窖1573白酒品牌的市场经营战略研究
英文题目：	RESEARCH ON GUOJIAO 1573 LIQUOR BRAND MANAGEMENT STRATEGY OF THE MARKET
指导老师：	袁庆宏
中文关键字：	关键词：白酒行业　　市场经营战略　　国窖1573
英文关键字：	Key word：Liquor industry　　Market management Stragety　　Guojiao 1573
中文摘要：	摘 要 白酒行业是中国传统产业，经过长期的建设与发展，一直保持着比较稳定的发展趋势。随着全球经济和区域经济一体化进程的加快，中国白酒界各大品牌及各地区企业之间面临着更加激烈的市场竞争。全行业将加速由资源优势向产业优势转化，行业综合利用的水平会大幅度提高，企业将不可避免地面临新的机遇和挑战。能够积极适应消费升级、注重品牌培育、大力进行渠道建设、以市场为导向的优质龙头企业，将获得更好的发展机会。所以，企业要想获得全局性、长远性发展，就必须在充分分析内部经营的优势与劣势及外部环境的机遇与威胁的基础上，制定出正确的市场经营战略目标，并积极组织战略的实施和管理，快速适应市场变化，达成预期目标。 随着白酒行业产业机构的不断变化以及消费水平不断地提高，经过白酒市场的洗牌、行业的重组、外资的引入以及越来越多的洋酒、红酒、保健酒等不断地涌入市场，种种因素冲击着整个白酒界，给白酒行业的迅速扩张带来了很大的压力。随着消费者的消费意识逐渐理性回归，对产品质量的要求及对品牌的依赖性进一步提高，具有知名度、美誉度及高品质的名牌白酒，逐渐成为消费者的首选。 根据目前白酒市场品牌化、规模化的发展，泸州老窖公司首先确定了国窖1573品牌目标定位：以年生产3000吨的极限产能打造中国超高端白酒的世界级的奢侈品。坚定不移的执行品牌奢侈品定位路线，以产品的稀缺性继续提升产品价值。把品牌作为企业的核心战略资源进行培育，提升企业形象和品牌美誉度。以“唤醒荣耀记忆、赋予时代精神”作为国窖1573品牌传播的主线，巧打“国”字牌，抓住高端消费人群对社会地位、尊贵身份、文化精英的心理需求，大力诉求国窖1573可以品味的历史、有文化神秘的窖池、高端奢侈品等概念，将历史文化与稀缺性的尊贵奢侈相结合，塑造有品位、有历史、有内涵、现代的、高尚的品牌形象。积极推进品牌提升战略，在保证现有市场份额的前提下，加大高端市场的开发：“中国品味”盛世绽放，“让中国品味世界，让世界品味中国” 把中国、把世界、把高端白酒消费者的心扉扣动，使产品在高端市场的容量越来越宽广。在此基础之上，加大市场开发力度，尊重各区域的不均衡和结构性问题，采取各种市场开发模式相结合的市场开发办法，对区域市场逐个击破，不拘泥经销体制市场开发模式做强网络，做大销售。大力改善内部管理体制，提高销售服务水平，不断引进高端人才，强化对一线员工的培训，增强营销策划能力和服务管理意识，不断创新，开展个性化定制服务，针对高端消费者不断开展增值服务和培训引导工作在竞争日益激烈的白酒市场上获得更大的认可和发展空间，逐步使企业走向真正的品牌运营商之路。 本文主要以泸州老窖公司的最重要的白酒品牌——国窖1573为例，系统的分析了企业内部经营管理的优势与劣势，重点阐述了如何面对外部市场的机遇与挑战。基于国内外学者对市场经营战略问题的相关研究，提出本文的主体思路：面对白酒市场现状，企业下一步将如何发展，关键是要有正确的市场经营发展战略和市场操作手段。并针对目前白酒行业的特点和发展趋势，对行业背景及自身的经营管理做出了全面客观的分析，制定了企业的市场经营发展战略及战略实施的保障措施，对于企业的经营与发展来讲具有现实的指导意义。
英文摘要：	Abstract Liquor industry is China's traditional industries, the construction and development over a long period, has maintained a relatively stable trend. With the global economy and the acceleration of regional economic integration, China's major liquor brands and the regional business community is facing between the more intense market competition. The whole industry will accelerate the conversion of resources to the industrial advantages, the industry will greatly improve the level of utilization, business will inevitably face new opportunities and challenges. Able to actively adapt to the consumption upgrade, pay attention to brand development, and vigorously to channel construction, market-leading enterprise-oriented high-quality, will get better opportunities. Therefore, enterprises should overall, long-term development, we must make the right strategic objectives of the market operators to fully analyze the advantages and disadvantages of internal operations and external environment, opportunities and threats, quickly adapt to market changes, and actively organize implementation of the strategy and management, to achieve the desired objectives. With the liquor industry, the changing industrial sector and consumption levels continue to improve, after a reshuffle of liquor market, industry restructuring, the introduction of foreign capital and, increasingly, wine, wine, liquor and other health-care into the market continuously, all factors that impact the entire liquor industry, to the liquor industry's rapid expansion has brought a lot of pressure. With consumer awareness of the gradual return to the rational, the product quality requirements and to further improve the dependence of the brand with visibility, reputation and high-quality brand-name liquor, has become the first choice of consumers. According to the current market brands of liquor, scale development, first determine the objectives of Guojiao 1573 brand positioning: to limit annual production capacity of 3,000 tons of super high-end liquor in China to build world-class luxury. The implementation of brand positioning firm line of luxury goods, the scarcity of the product continue to enhance product value. The brand as the core strategic resources to cultivate, enhance corporate image and brand reputation. To "wake up the glory of memory, giving spirit of the times" as Guojiao 1573 the main line of brand communication, clever play, "Country" plate, seize the high-end consumer groups on the social status of noble status, the psychological needs of the elite culture, and vigorously appeal Guojiao 1573 can taste the history, culture and the mysterious pits, high-end luxury goods and other concept, history and culture and the scarcity of distinguished luxury combined, create a taste, have a history, a meaning, modern, high brand image. Actively promote the brand promotion strategy, in ensuring the premise of the current market share, increase high-end market development: "Chinese taste" flourishing bloom, "let the Chinese taste of the world, let the world taste of China" to China, the world, the high-end wine consumers pull their hearts, so that the capacity of products in the high-end market, more and more broad. On this basis, increased marketing efforts, respect for the regional imbalances and structural problems take a variety of market development, market development model combined approach, one by one break of the regional market, distribution system is not rigidly stick to do market development model strong network, bigger sales. Significantly improve the internal management system, improve sales and service levels, the introduction of high-end talent, and strengthen the training of front line staff, enhance planning capabilities and services marketing management awareness, innovation, customization services to carry out, for the ongoing value-added high-end consumers services and training to guide work in the increasingly competitive wine market, greater recognition and development, gradually enabling enterprises to truly brand operator of the road. In this paper, Guojiao 1573, for example, systematic analysis of the internal operation and management strengths and weaknesses and focuses on how to face the challenges and opportunities in external markets. Domestic and foreign scholars on strategic issues of market research business, put forward the main idea of this article: Facing the liquor market situation, companies will be how to develop the next step, the key is to have the right marketing strategy and business development tools market operations. And liquor industry for the current characteristics and development trends of the industry management background and has made its own comprehensive and objective analysis, development of the company's market strategy and business development strategy for the implementation of safeguards, management and development of the enterprise in terms of with practical guidance.
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