耿菲菲-浅析单县四君子酒品牌推广策略.docVIP

潍坊科技学院 本科毕业设计（论文） 题 目 浅析单县四君子酒品牌推广策略 院（系） 工商管理学院 专业 市场营销 学 号 201116100107 学生姓名 耿菲菲 指导教师 张建玲 起讫日期 2015.1.5-2015.6.14 设计地点 潍坊科技学院  摘 要 众所周知，在古代我们的白酒文化源远流长，白酒产业经历了很大的跨越发展，现阶段白酒行业的竞争加大，为提高市场份额，维护企业美誉度，引起消费者共鸣，是各大白酒企业经营的目标。白酒行业竞争加剧，白酒企业认识到了品牌推广策略的重要性，单县四君子酒厂做为单县地区一家中小型知名白酒企业，正处于成长期转化的阶段，品牌推广策略的实施对企业的重要作用不容小嘘，完善的品牌推广策略，合理的管理体系可以帮助单县四君子企业充分认识到品牌推广策略中的基础问题，还可以强化企业品牌建设，扩大市场份额，为让企业在强大的市场竞争中处于不败之地打下坚实的基础。 本文首先阐述了品牌概念、品牌推广策略等先关基础理论知识，为论文研究提供良好的理论平台，接着分析了单县地区整个白酒行业的发展现状以及市场结构分析，在进行品牌现状分析的基础之上针对四君子酒厂现有品牌推广策略以及存在问题，提出了改进建议。 关键词：白酒；品牌；品牌推广策略 Abstrac Culture has a long history, it is well known that in ancient times of our liquor liquor industry has undergone a great span development of liquor-making industry at the present stage of the competition, in order to improve the market share, maintaining corporate reputation, struck a chord with consumers, is the goal of the liquor business. Liquor-making industry competition intensifies, the liquor enterprises realize the importance of brand promotion strategy, has four gentlemans brewery as shan area a well-known liquor of small and medium-sized enterprise, is in the transformation of growth stage, the implementation of brand promotion strategy for the enterprise the important role of not little hush, perfect brand promotion strategy, reasonable management system can help power plant sijunzi enterprise fully realize the basic problems of the brand promotion strategy, also can strengthen the enterprise brand construction, expand market share, in the strong market competition for enterprises in the invincible position to lay a solid foundation. theoretical knowledge, fi