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论文编号：	9894
作者编号：	2220150552
上传时间：	2018/5/25 14:45:58
中文题目：	衡水老白干营销组合策略研究
英文题目：	Research on marketing combination strategy of Hengshui Laobaigan Liquor-making Co
指导老师：	韩德昌
中文关键字：	衡水老白干酒营销；营销环境；市场定位；营销组合策略
英文关键字：	Hengshui Laobaigan liquo marketing; Marketing combination strategy; Market positioning
中文摘要：	摘要 随着白酒市场销售的竞争日益激烈，企业要想取得优势地位，保持并扩展 市场份额，就需要不断创新发展和完善自身的营销方式、手段及策略。衡水老 白干酒业股份有限公司是典型、传统的白酒生产企业，在严峻的市场竞争面前 更需要分析自身的营销环境，挖掘营销问题，探索新形势下白酒的营销改进策 略。 本文在综述评估竞争环境理论工具和市场选择理论的基础上，首先针对衡 水老白干白酒产品销售的外部经营环境展开分析，从宏观、行业的角度分析识 别企业发展的优势和劣势，从内部环境的角度分析出目前企业存在的机会和挑 战，找出了目前营销中存在的问题及原因，为判别其白酒营销策略现状提供环 境因素分析基础。其次，在衡水老白干 SWOT 分析的基础上，从目标客户重新 定位、产品、价格、渠道、促销五个方面，针对问题提出衡水老白干白酒产品 销售的营销组合策略；最后，在前述研究的基础上，从更新营销理念、调整组 织结构、精细化营销管理、提升企业运营能力等四个方面提出衡水老白干白酒 产品营销组合策略落地实施的具体保障措施，重点阐述提升衡水老白干白酒市 场运营管理能力对于白酒销售的创新性作用。 文章系统地分析了衡水老白干白酒产品营销的现状，针对其目前市场营销 中存在的问题，从市场细分、产品、价格、渠道、促销五个层面提出了营销组 合策略。其中既包含具体的调整策略，又包含相应的保障措施，可以提升企业 白酒产品营销的实施效果和运营绩效，从而提高销售业绩，获得竞争优势，实 现长足发展。另外，本文还可以推广至整个白酒销售行业，为其他企业推进及 完善白酒营销提供参考案例，具有较强的实践价值。 关键词：衡水老白干酒营销；营销环境；市场定位；营销组合策略
英文摘要：	Abstract With the increasing competition among liquo enterprises, if they want to get more advance and expand the market share, the developing and enriching of marketing methods, means and strategy are needed. Confronting the vigorous challenge in the market competition, the Hengshui Laobaigan which is the Chinese typical and traditional liquor production enterprise, need to analyze the marketing environment, mining the marketing issues and try to get the liquo marketing improvement strategies in the new situation. Based on the review of marketing and strategic management literature, this dissertation analyzes the external and internal environment of Hengshui Laobaigan and identifies the key opportunities and threats. Meanwhile, the the problems and reasons of its marketing are found out. Secondly, by the SWOT analysis of Hengshui Laobaigan, the marketing combination strategy are proposed from market positioning, product line, price, marketing channel and promotion. At last, the article proposed some specific safeguards for marketing of Hengshui Laobaigan based on the above analysis, the safeguards include marketing concepts, organizational structure, marketing management, operation ability. The article systematically analyzes the marketing present situation of Hengshui Laobaigan and proposes combination plan which includes both marketing combination strategy and corresponding safeguard measures. It is useful to choose the right marketing method and strategy combination, so as to prompt sales performance, gain competitive advantage and achieve long-term development. Moreover, the article provides a reference case for other liquo enterprises. Therefore, the research has strong value in sector application. Key words: Hengshui Laobaigan liquo marketing; Marketing combination strategy; Market positioning
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