山西汾酒品牌营销之路-市场营销专业毕业论文.docVIP

毕业设计(论文) 题 目 名 称： 探析汾酒品牌营销之路 系 别： 经济管理系 专 业/班 级： 市场营销 学 生： 学 号： 指导教师（职称）：  摘 要 截至到20年，中国传统的老八大名酒基本上已经成为升级完成了蜕变，茅台和五粮液不断的奢侈化，而泸州老窖也开始全力推广中国品味顶级白酒，另外在经历了全兴高端化蜕变之后并且转头帝亚吉欧怀抱之后，以及洋河从区域成功登顶中国白酒第一阵营。面对这一系列行业翻天覆地的变革，作为中国白酒的祖师爷级的汾酒，在众多后来者居上之后，一直迷失自己航线上的汾酒，SWOT分析。 第一章，主要介绍了选题的背景，意义，我国白酒行业现状及品牌营销的理论发展和主要内容。第二章，主要介绍了汾酒的历史，汾酒集团及对汾酒集团影响重大的“假酒案”前后。第三章对汾酒进行了宏观环境和微观环境分析，对集团进行了SWOT分析。第四章介绍了汾酒品牌的高端定位，以金家酒为例描述了汾酒品牌营销战略和汾酒品牌传播。第五章介绍了在全球化和信息化经济的今天，汾酒的相应的措施。第六章对全文进行了小结与建议。 关键词： 品牌营销；汾酒；汾酒集团；文化营销Abstract As of 2010, China is basically the eight famous traditional old has become the upgrade is complete the transformation, Maotai and Wuliangye the luxury of constantly, and Luzhou also began efforts to promote Chinas top liquor taste, while GSK has experienced high After transformation of the arms and turned around after Diageo, and the success of the summit region of China Yang liquor from the first camp. Faced with this series revolutionized the industry, as Chinas ancestral spirits Fen-class, living on in many later ones, have been lost on the Fen own routes, how to develop and grow, and create their own space, develop culture Fen successful brand marketing has become an inevitable choice. In this thesis, based on the theory of brand marketing, brand marketing strategy of the fen was studied, mainly related to the brand theory, the liquor industry background conditions, operating conditions of the Group Fen, Fen Group, the need for the implementation of brand marketing strategy and SWOT analysis. The first chapter introduces the topics of the background, significance, status of the liquor industry and brand marketing theory development and the main content. The second chapter introduces the history of Fen, Fen Fen Group and the Gro