市场营销论文(洋河酒业的营销策略).docVIP

经济贸易系 毕业设计（论文） 题 目： 关于洋河酒品牌营销的探讨 学生姓名： 王明明 学 号： 2011716248 班 级： 营销1121 指导教师： 金志芳 2014 年 1 月 1 日 【摘 要】： 目前，中国白酒业基本还是处于由广告战向品牌战过渡期，国内的多数企业还未意识到品牌营销的重要性，往往只是通过商业广告来宣传产品。因此，我国白酒行业要想壮大的必然选择是发展高品质产品，注重品牌营销。本文以品牌营销理论为基础，对洋河酒的品牌营销进行了探讨，主要通过个案研究的方法，得出结论只有走品牌营销之路才能使中国的白酒行业振兴壮大。本文通过对洋河酒品牌营销分析和探讨，总结出洋河酒成功的品牌营销对中国白酒企业具有重大的借鉴意义：利用奥运盛会扩大品牌营销效果显著；品牌延伸对提升品牌价值具有重大作用； 市场细分非常重要。同时也对企业存在的问题提出了些许建议： 完善品牌定位；优化品牌的国际化发展；竞争手段要多元化。 【关键词】：品牌营销；洋河酒；酒文化；品牌延伸 Abstract At the moment, the Chinese liquor industry base or in the advertising campaign to PinPaiZhan transition period, the majority of domestic enterprises havent realized the importance of brand marketing, often only through commercial advertising to promote products. Liquor-making industry in China, therefore, to strengthen the inevitably choice is to develop high quality products, pay attention to brand marketing. In this paper, based on the theory of brand marketing, brand marketing of yanghe wine were discussed in this paper, mainly through the method of case study, the conclusion is only walk the road of brand marketing to make the Chinese liquor industry revitalization. This article through to the yanghe wine brand marketing analysis and discussion, summarizes the success of yanghe wine brand marketing to the Chinese liquor enterprise is of great significance: use the Olympic Games to expand brand marketing effect is remarkable; Brand extension has an important effect to enhance the brand value; Market segmentation is very important. At the same time also to the enterprise existing problems put forward some Suggestions: perfect the brand positioning