燕京啤酒营销策略研究毕业论文.doc

新疆燕京啤酒营销策略研究 [摘要] 本文根据作者对啤酒行业资料的收集，围绕新疆燕京啤酒公司的营销状况，以及其内外环境因素的变化，理论联系实际，对新疆燕京啤酒公司的营销策略进行分析研究。根据新疆燕京啤酒公司内外部环境情况，进行市场竞争状况与策略研究，运用“STP”分析和经典“4P”营销组合理论，提出了新疆燕京啤酒公司的市场细分、定位以及目标市场策略，细化分析新疆燕京啤酒公司市场策略与采取与主要竞争对手对比的方式分析竞争情况。提出新疆燕京啤酒公司相应的产品策略、价格策略、促销策略、渠道策略，具体分析其产品发展策略的成败，对新疆燕京啤酒公司的营销渠道进行细化分析，重点进行促销方式即消费品生产企业关键营销环节分析，进行了促销方式的理论与实践探讨，并结合公共关系营销环节进行讨论。最后总结出新疆燕京啤酒公司的成功途径。 [关键字] “STP”分析 市场定位 “4P”营销组合 渠道策略 Xinjiang Yanjing Beer Marketing Strategy Analysis [Abstract] This article according to the author of the beer industry information collection, around Xinjiang Yanjing beer companys marketing status, as well as the internal and external environmental factors change, linking theory with practice, Xinjiang Yanjing beer companys marketing strategy analysis. According to the Xinjiang Yanjing beer company internal and external environment, market competition status and strategy research, using STP analysis and classic 4P marketing mix theory, put forward Xinjiang Yanjing beer companys market segmentation, positioning and target market strategy, a detailed analysis of Xinjiang Yanjing beer company market strategy and take the major competitors and contrast analysis of competition situation. Put forward Xinjiang Yanjing beer company corresponding product strategy, price strategy, the promotion strategy, channel strategy, a detailed analysis of its product development strategy for success, Xinjiang Yanjing beer companys marketing channels conduct detailed analysis, focusing on the promotion of consumption goods production enterprises key marketing link analysis, the promotion way of theory and practice, combined with the public relations marketing links are discussed. Finally, summed up the successful way of Xinjiang Yanjing Beer company. [ Keywords ] STP Marketing positioning 4P marketing channel strategy目录 引 言 1 一、新疆啤酒市场 1 （一）需求状况 2 （二）前景分析 2 二、新疆燕京啤酒发展概况 3 （一）新疆燕京的背景 3 （二）新疆燕京啤酒现状 4 三、新疆燕京啤酒竞争对手分析 5 （一）乌苏啤酒 5 （二）其他啤酒品牌 6 1.百威啤酒 6 2.青岛啤酒 6 3.雪花啤酒 7 四、新疆燕京啤酒“STP”战略 7 （一）市