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论文编号：	3535
作者编号：	2220081089
上传时间：	2011/9/26 10:23:37
中文题目：	青岛啤酒营销策略研究
英文题目：	Marketing Strategy Research of the Tsingtao Brewery Co Ltd
指导老师：	韩经纶
中文关键字：	关键词：青岛啤酒 营销中心 营销策略
英文关键字：	Key words: Tsingtao Brewery Marketing Center Marketing Strategy
中文摘要：	中国啤酒市场从2002年开始跃升为全球第一大市场，从那时开始，由于中国市场规模大，年均增长率高，国际啤酒巨头纷纷再次参与中国市场的竞争，同时，国内的啤酒公司也纷纷通过并购和新建等方式进行快速扩张，出现了一线啤酒集团（如青岛啤酒、雪花啤酒、英博啤酒、燕京啤酒等）和二线啤酒集团（如珠江啤酒、金威啤酒、重庆啤酒等）这种局面，导致竞争日益激烈而且规格不断升高。为了应对这种局面，青岛啤酒股份有限公司自2007年底启动新一轮的组织变革，按照分工专业化、资源集约化的理念，成立了投资中心、制造中心和营销中心三大中心。投资中心依托公司总部职能部门，优化公司资源，进行总的投融资管理；制造中心负责全球所有制造工厂的全面管理；营销中心负责全球的营销工作。新成立的青岛啤酒营销中心的使命是整合原有的营销资源，统领全球的青岛啤酒营销工作，在公司发展战略的统领下，采取合适的营销策略打赢市场营销攻坚战，这其中，青岛啤酒公司制定和执行的营销策略尤为关键。本论文主要就青岛啤酒的营销策略做分析研究并得出相关结论。本论文共分六章，第一章绪论，简要讲述本论文的研究背景、意义、思路方法及论文的内容结构框架。第二章相关理论综述。第三章青岛啤酒营销策略中存在的问题与挑战。第四章营销策略的完善以及优化。第五章营销策略执行的组织保障问题。第六章结论和展望。
英文摘要：	China's beer market has jumped to the world's largest market since 2002, and since then, international beer giants have once again compete in the Chinese market due to its large scale and high annual average growth rates, meanwhile the domestic beer companies made rapid expansions by means of mergers and acquisitions and new-built, as a result, a glimmer of brand Beer Group (such as Tsingtao Beer, Snow Beer, InBev Beer, Yanjing Beer, etc.) and second-tier Beer Group (such as the Pearl River Beer, Kingway Beer, Chongqing Brewery, etc.) has appeared, which leads to the increasing competition . In response to this situation, since the end of 2007, Tsingtao Brewery Co., Ltd. has launched a new round of organizational change; it has set up three centers including an investment center, a manufacturing center and a marketing center in accordance with the concept of specialized division of labor and intensive resource. The investment center makes the total investment and financing management relying on the headquarters functions and optimizing corporate resources; the manufacturing center is responsible for the overall management of all the global manufacturing plants; the marketing center for the global marketing efforts. The mission of the new marketing center in Tsingtao Beer is to integrate the existing marketing resources, dominate the global marketing of Tsingtao Beer, and win the marketing battle by taking appropriate marketing strategy under the command of the company’s development strategy, of which, the development and implementation of Tsingtao Brewery Company’s marketing strategies are particularly critical. This thesis focuses on the marketing strategy of Tsingtao Brewery to do analysis and draw relevant conclusions. This thesis is consists of six chapters, chapter I is introduction, and it briefly describes the research background, meaning, ideas and methods, as well as the framework of the paper’s content and structure. Chapter two is Review of the relevant theories, Chapter III is Problems and challenges in Tsingtao marketing, Chapter VI is Completion and optimization of the marketing strategy, Chapter V is Organizational security issues of marketing strategy’s implementation, Chapter VI is Conclusions and Outlook.
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