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论文编号：	3115
作者编号：	2120092649
上传时间：	2011/5/30 11:14:46
中文题目：	宝丰酒业品牌营销策略研究宝丰酒业品牌营销策略研究
英文题目：	Baofeng liquor brand marketing strategy research
指导老师：	吴晓云教授
中文关键字：	宝丰酒业 品牌营销 策略
英文关键字：	Baofeng liquor Brand marketing Strategy
中文摘要：	目前的中国白酒市场，可以说正处于群酒竞争的激烈时期。白酒业的竞争环境发生了极大的变化，无论是全国市场，还是区域性市场，白酒企业正如各国诸侯，各自拿出看家本领，希望能够持久屹立在白酒行业里。作为称雄区域市场的地产名酒，近些年纷纷崛起，各地区域白酒品牌数目众多，成了白酒行业中的一道风景线。但随着竞争激烈、环境多变，白酒区域品牌不再风光依旧，生存空间面临着越来越大的压力，甚至部分企业可能会被淘汰出局，这已是不可回避的事实。白酒区域品牌面临着兴衰抉择，要么坐以待毙束手挨打，逐渐销声匿迹，要么果断出击，顺利突围，继续做大作强。作为白酒区域性品牌在实际工作中由于缺少对品牌营销战略的整体思考，如何建立品牌特色，长久地生存和发展成为众多白酒企业关注的问题。那么谁将会实现区域内白酒领军的梦想呢？白酒区域品牌靠什么存活并发扬光大？采取何种能持续创新的营销模式来征服消费者？这既是各区域白酒企业的实际需要，也是本文的研究目标。 本文就是在这一目标的指引下展开详细的论述，主要分成以下8个部分：在绪论中简要介绍了本文的基本结构和研究内容。第二章回顾和梳理战略管理、市场营销管理等相关理论，为本文的观点的阐述奠定基础。第三章通过资料和文献的整理和归纳，对目前我国白酒市场的现状及发展趋势进行了概括，并总结了河南白酒市场的现状及宝丰酒的发展。第四章、第五章是本文的核心，通过对宝丰酒的分析，确定目标市场定位及品牌定位，并介绍了企业近三年采取的战略和品牌营销策略，以及取得的经济效益和良好效果。第六章结合我国白酒区域性品牌发展的实际，提出了对区域内白酒企业发展的建议。最后是对全文的简要总结。 本文的创新之处在于对白酒区域性品牌的营销策略进行了探索性的研究。通过对白酒区域市场现状和发展趋势的分析，提出了在激烈竞争环境下，制定适合企业发展的战略和营销策略将成为区域性白酒企业生存发展的最终选择。
英文摘要：	The current Chinese liquor market, we can say it is in "group of wine in the warring states period ". Liquor-making industry competition environment has changed greatly, whether the national market, or the regional market. Liquor enterprises as countries governors, and they take out an ace, hoping to last standing in liquor-making industry. As the predominant regional market place, it is in successful rise in recent years, and the famous around regional liquor brand is "vast number of children and grandchildren". Prosperously, it became increasingly liquor-making industry in a scenery line. With the intense competition, environment and changeful regional liquor brand, living space no longer scenery .It is still facing more and more pressure and even some enterprise may be eliminated, which is already an inescapable fact. Therefore now in the fierce market competition, cruel regional liquor brand face choices, or wait to rise gradually beaten and surrender, or decisive attack, silence and continue to well breakthrough sub-editor strong. Actually ,as a regional liquor brand works due to lack of brand marketing strategy of the whole thinking .How to build brand features, long survival and development becomes the multitudinous liquor issues concerned by enterprises. Then who will be implemented area liquor empire dreams? Regional liquor brand rely on what survived and carry forward? What can continuous innovation of marketing mode to conquer the consumer? How to forging and have a long-lasting brand core competitive advantage? What effective competitive products are right competition? This is both regional liquor enterprise actual need, and also is the study targets. This article is launched in this goal under the guidance of detailed discussion, mainly divided into the following eight parts: briefly introduced the introduction of the basic structure and the research content. The second chapter reviews and comb strategic management, marketing management and related theory, laying the foundation. to the point of this article .The third chapter through data and documents, we have collected induction of our current country liquor market situation and summarized development trend, and summarized the present situation ,and summarize henan liquor market and the development of baofeng wine. The fourth chapter and the fifth chapter are article core. Through the analysis of the wine, we hold target market positioning and introduce strategy and marketing strategy adopted nearly three years. We achieve good economic benefit and effect. The sixth chapter is this article core, we put forward the enterprise development within the area of liquor suggestion. The last one is to generalize the briefly summarize. The innovation of this paper is to research marketing strategy of liquor regional brand. Through the area of liquor market situation and development trend in the fierce competition environment, making suitable enterprise development strategy and marketing strategy will be a regional liquor-making enterprise's survival and development the ultimate choice.
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