互助青稞酒业有限公司文化营销战略研究.docVIP

毕业论文 2011年 6月 13日 互助青稞酒有限公司文化营销战略研究 摘要 青海互助青稞酒有丰富的资源优势，每年的销售量也非常的可观。但是伴随白酒行业的快速发展，青海互助青稞酒有限公司经过几十年的发展，虽然形成了具有一定规模和素质的生产销售体系，但是，相对于全国白酒企业发展的平均水平，青海互助青稞酒有限公司还是有一定的不足之处，它反映了存在于这个市场上的诸多问题。 本文以市场营销理论为指导，运用实地调研和发放调查问卷的方法对青海互助青稞酒有限公司的企业文化营销进行了分析和研究。首先，对互助青稞酒进行了市场定位；然后，从建立品牌、宣传、管理等方面做了分析并提出对策；最后，使青稞酒与当地的地方民族风俗融合从而提升青稞酒的文化内涵。总之，论文从多方面提出了对青海互助青稞酒有限公司企业文化营销发展的建议，以期能达到互助青稞酒有限公司的企业文化和市场的进一步协调，从而拓宽互助青稞酒的市场营销渠道，提高它的市场占有率，为其它相似的白酒企业提供新的发展思路。 关键词: 青稞酒，白酒文化,文化营销 Mutual Cultural Marketing Strategy of highland barley wine Ltd. ABSTRACT Qinghai is rich in resources of mutual advantage of highland barley wine, the annual sales volume is also very impressive. But with the rapid development of the liquor industry, Qinghai mutual barley wine Ltd. After several years of development, although the formation of a certain size and quality of the production and marketing system, but compared to the national average level of liquor business development, mutual Qinghai highland barley wine Limited still has some shortcomings, it reflects the presence in this market, many problems. Naire method of mutual highland barley in Qinghai Co.Ltd. was the corporate culture of marketing analysis and research. First, the market positioning for mutual highland barley: then, from brand building, promotion, management, analysis and put forward measures to do: Finally, the highland barley wine and the local integration of local ethnic customs and highland barley wine to enhance the cultural connotations. In short, many presented papers from the highland barley wine Co, Ltd. Qinghai mutual development of cultural marketing recommendations to achieve the corporate culture of mutual aid and highland barley wine Ltd. further harmonization of the market, thus widening the marketing channels for mutual aid highland barley wine, improve its market share, similar to other liquor companies to provide new development ideas. KeyWords: Barley Wine, Liquor Culture, Cultural Marketing  目录 1.绪论 1 1.1 研究背景 1