万州区雪花啤酒的营销方案毕业论文.docVIP

重庆三峡学院 毕业设计（论文）】 THE SNOW BEER MARKETING PLAN IN WANZHOU ZHONG jie-zhi Marketing Management?2011,School Business and Management, Chongqing Three Gorges University，Wanzhou，Chongqing，404000[Abstract] Snow Beer share in the market rate of about 20%, while in Wanzhous market share accounted for only about 13%, the snow here in Wanzhou is still a lot of marketing activities, but its planning several activities are not achieved.This paper uses the market environment analysis, SOWT analysis, marketing strategy and marketing plan of the four theories, through to the Wanzhou Snow Beer political environment, economic environment, social environment, consumer analysis, competitor analysis, understanding Snow Beer advantage in the Wanzhou market weaknesses, opportunities and threats. Through market segmentation, target market, market positioning and planning targets for analysis and planning. Also made the corresponding strategies, which are Snow Beer product strategy, price strategy, channel strategy, promotion strategy and action plan and promotion and promotion of selected media which respectively divide the channels, channel strategy, channel analysis, channel selection. I hope that this plan can improve the Huarun in Wanzhou market share and coverage, improve the use rate of the product, to maintain the original customer Huarun snow loyalty, and increase the sales. [Key words] snow beer Wanzhou Marketing plan 目 录 【摘要】 I [Abstract] II 0 前言 1 1 环境状况分析 1 1.1 宏观环境分析 1 1.1.1政治环境 1 1.1.2经济环境 1 1.1.3社会环境 1 1.2微观环境 2 1.2.1万州的啤酒消费者分析（问卷调查表） 2 1.2.2竞争者分析 3 2.SWOT分析 4 3营销战略 5 3.1市场细分 5 3.1.1地理细分 5 3.1.2人文细分 5 3.2目标市场 5 3.3市场定位 6 3.4策划目标 6 4.营销策略 6 4.1雪花的产品策略 6 4.2 雪花啤酒的价格策略 7 4.3雪花啤酒的分销策略 7 4.3.1雪花分销渠道划分 7 4.3.2雪花分销渠道的分析 8 4.3.3 雪花啤酒的渠道选择 9 4.4 雪花啤酒促销策略分析 9 4.4.1 雪花啤酒促销策略 9 4.5促销行动方案 11 4.5.1英雄联盟之“酒桶之夜” 11 4.6雪花啤酒促销传播媒介选择 12 5.结束语 12 6.致谢语 12 7.参考文献 12 8.问卷调查 14 0 前言 华润雪花啤酒（中国）有限公司成立于1994年，是一家生产、经营啤酒的全国性的专业啤酒公司。总部设于中国北京。目前华润雪花在中国经营超过95家啤酒厂，旗下含雪花啤酒品牌及30多个区域品牌，共占有中国啤酒市场23%的份额。