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论文编号：	4666
作者编号：	2120102418
上传时间：	2012/12/9 9:40:17
中文题目：	雪花啤酒差异化营销策略研究
英文题目：	Snow Beer Differentiated Marketing Strategy Research
指导老师：	李桂华
中文关键字：	雪花啤酒，差异化，营销策略
英文关键字：	Snow Beer, Differentiated Marketing, Strategy
中文摘要：	随着生产技术的提升，产品的发展，企业间的竞争越来越集中于差异化营销。本文结合笔者所在啤酒行业的实际情况，从雪花啤酒面临的市场竞争情况出发，探讨应该从哪些方面进行差异化营销，并且如何进行差异化营销，进而为企业的进一步发展提供建议。文章在理论综述部分回顾了品牌和品牌营销的定义及发展的历史；随后，简要回顾了文章中涉及的五力模型、三大一般性战略、STP战略、差异化营销理论及对各种差异化不同定义的阐释，以此从理论层面为论文提供依据。并且通过对雪花啤酒所处的竞争环境进行分析,从中国啤酒业发展历史和现状、中国啤酒业面临的宏观环境等方面进行讨论；进而详细分析了雪花啤酒发展的历程和现状，对企业内部进行充分的剖析，并从啤酒消费者需求角度进行深入研究雪花啤酒面临的挑战。进而，从差异化营销的角度分析应该从哪些方面进行差异化营销，以及如何在雪花啤酒企业中进行差异化营销，提出切实可行的建议和措施。此部分将差异化营销从产品差异化、形象差异化、渠道差异化、价格差异化、营销沟通差异化、服务差异化和利润差异化等七个方面进行研究。而后，对差异化营销所面临的风险和误区进行说明，并且结合雪花啤酒天津区域公司的实际情况提出产品包装规划、搭建深度分销信息平台、顾客数据库和数据库营销、有效的营销沟通模式等建议供企业实施。最后，文章对啤酒行业进行了展望和结论的综述。
英文摘要：	With the upgrading of production technology, product development, competition among enterprises is increasingly concentrated in differentiated marketing. In this paper, the author focus on beer industry, whose market facing competition from Snow Beer, discusses what should be used differentiated marketing, and then provide recommendations for further development of enterprises. First, the article has a theoretical review. Reviewed the history of the development of marketing, and key marketing concepts and marketing models; followed by a brief review of the article involved in the five forces model, three general strategies, STP strategy, differentiation, marketing theory and different definitions of the various differences of interpretation, which are the basis of the paper.. Secondly, the paper analyse the environment of Snow Beer, the situation of China's beer industry, beer industry faced macro-conditions respectively, and then a detailed analysis of the course of the development and current situation of the Snow Beer, and consumer demand. And then, from a marketing point of differentiated marketing analysis should be from what differentiated marketing, and differentiated marketing, Snow Beer enterprises to put forward practical proposals and measures. This part of the differentiated marketing from seven aspects of product differentiation, image differentiation, channel differentiation, price differentiation, marketing communications differentiation, service differentiation and profit differentiation; then, differentiated marketing explain the risks and misunderstanding, the combination of snow beer Tianjin, and the actual situation of the product packaging planning, customer database and database marketing, effective marketing communication mode, such as recommendations for enterprises. Finally, the paper makes outlook and conclusions.
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