华润雪花啤酒营销策略解析.doc

PAGE 1 摘 要 华润雪花啤酒集团欲将雪花啤酒打造成全国性的品牌，与美国科特勒营销集团合作，为雪花啤酒制定了全国性品牌营销战略。本文研究的目的是通过对沈阳啤酒市场环境和沈阳华润雪花啤酒营销策略的分析，评析雪花啤酒全国性营销战略是否适合沈阳市场的实际环境，分析沈阳华润雪花啤酒公司在华润雪花集团的营销思想指导下制的营销策略，在产品，价格，分销，促销中应该注意的问题。 本文主要应用市场营销相关理论，通过对沈阳市市场进行细分，找出雪花啤酒的目标市场，并确定雪花啤酒的产品定位，进而制定符合沈阳啤酒市场的营销策略，以满足市场需求。 关键词 雪花啤酒;市场营销;营销策略 ABSTRACT China Resources snowflake beer group want, fight, lead to the fact the nationwide brand snowflake beer, tie the marketing group tight and cooperate with American Kurt, has made the marketing strategy of the nationwide brand for snowflake beer. The purpose that this text studies is to pass the analysis to the snowflake beer marketing tactics of China Resources of beer market environment of Shenyang, whether the nationwide marketing strategy of snow flake beer of evaluation and analysis is suitable for the real environment of the market of Shenyang, analyze the marketing tactics that Shenyang China Resources snowflake beer Company makes under the guidance of marketing thought of China Resources snowflake group, in the products, the price, distribute, the question that should be paid attention to while promoting. This text mainly employs the relevant theories of marketing, through subdividing the market of Shenyang, find out the market of goal of snowflake beer, confirm the products of snow flake beer make a reservation, and then make the marketing tactics which accord with market of Shenyang beer, in order to meet market demand. KEY WORDS: snowflake; Marketing; Marketing tactics 目 录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc169752804 1 市场营销环境分析 PAGEREF _Toc169752804 \h 8 HYPERLINK \l _Toc169752805 1.1 宏观环境分析 PAGEREF _Toc169752805 \h 8 HYPERLINK \l _Toc169752806 1.1.1 经济环境 PAGEREF _Toc169752806 \h 8 HYPERLINK \l _Toc169752807 1.1.2 政治法律环境 PAGEREF _Toc169752807 \h 9 HYPERLINK \l _Toc169752808 1.1.3 科技环境 PAGEREF _Toc169752808 \h 9 HYPERLINK \l _Toc169752809 1.1.4 文化环境 PAGEREF _Toc169752809 \h 10 HYPERLINK \l _Toc169752810 1.1.5 人口环境 PAGEREF _Toc169752810 \h 10 HYP