浙江楠溪江啤酒品牌营销策略研究毕业论文.docVIP

毕业论文 （2011届） 浙江楠溪江啤酒品牌营销策略研究 摘 要 近年来，我国啤酒行业迅猛发展，国内啤酒行业。国内企业浙江楠溪江啤酒有限公司2009年改制后，十分重视品牌营销，并获得了初步的成功，但与与国内大多数啤酒企业一样，楠溪江啤酒面临着日益激烈的市场竞争，在运用品牌营销策略的过程中也存在着诸多问题。本文希望通过对其营销策略的深入分析研究，同时给情况类似的乃至更多的行业提供一套较为有效的营销策略体制，使其在逐步改善自身问题的情况下，运用营销策略，提高质量，，满足顾客需求，进而赢得较为良好的外部环境，在未来的市场竞争中立于不败之地，实现良性发展。关键词：；；Abstract In recent years, with the rapid development of China beer industry, Domestic beer industry product is homogeneity seriously. Brand competition as the most effective means of receiving catches more attention to domestic enterprises. The Nanxijiang beer attaches great importance to brand marketing after the reform in 2009, and gained initial success. But like most domestic enterprises, Nanxijiang beer is facing increasingly fierce market competition and there are also many problems in the process of brand marketing strategy. This paper aims to further its brand marketing strategy analysis and know the reasons for brand development and expansion of it. And provide a more effective brand marketing strategy system to the second and third line beer business and even more food industry at the same time.It can use brand marketing strategy to make the correct brand position, and improve product quality and marketing channels to meet customer demand. All of this can make it to achieve healthy development and in an invincible position in the future market competition. Keywords: brand marketing; The Nanxijiang beer; problem; Strategy朗读 1 品牌营销概述 1 1.1 品牌营销涵义 1 1.2 品牌营销的要素 1 1.3 品牌在企业营销中的重要作用 2 1.3.1 品牌已成为企业最重要的资产 2 1.3.2 品牌成为消费者选择日益同质化产品的重要依据 3 1.3.3 品牌已成为企业竞争的必要工具 3 2 5 2.1 公司内部组织结构 5 2.2 产品 6 3 楠溪江啤酒品牌营销现状 7 3.1 差异化营销 7 3.2 事件营销和品牌联盟 7 3.3 情感营销 9 3.4 多品牌营销 9 3.5 关系营销和体验营销 9 4 11 4.1 品牌个性缺失 11 4.2 品牌传播单一 11 4.3 品牌销售 12 4.3.1 忽视品牌销售和情感营销 12 4.3.2 忽视竞争者 12 4.4品牌管理不完善 13 5 14 5.1 塑造品牌个性 14 5.1.1 包装及视觉风格 14 5.1.2 价格 14 5.1.3 品牌历史和品牌籍贯 15 5.2 改善品牌传播 15 5.2.1 广告风格 16 5.2.2 媒体策略 16 5.3 改进品牌销售 17 5.3.1 加快品牌销售的及