古井贡营销策略研究(本科优秀毕业论文).doc

毕业论文 古井贡营销策略研究 姓 名： 论文题目：古井贡营销策略研究 摘 要 进入新世纪以来，我国的白酒业在各种因素的影响下面临着一场大调整、大转变，各家白酒生产企业的市场竞争格局也发生了巨大的变化。面临越加严酷的市场竞争形势，如何抓住新时期的机遇，在有效的营销战略指引下实施相应的市场策略，来攫取更大的市场份额是古井贡集团应仔细考虑的问题。 全文包括正文六章。第一章绪论，阐述了论文写作的背景、意义、研究方法内容体系。第二章主要介绍了论文所需要运用的理论基础。第三章从宏观环境、消费者市场、行业竞争、竞争对手四个方面对白酒行业进行环境分析。第四章对古井贡公司进行分析并指出了公司内存在的问题。第五章提出了相应的营销对策。本论文写作过程中，运用了大量的战略、市场营销、管理等多学科知识 。 关键词：营销策略；古井贡；销售；SWOT The Study on the Marketing Strategy of Gujinggong Abstract Since the new century, Chinas liquor industry in a variety of factors are faced with a major restructuring, major changes in the production of various liquor companies have the market competition has changed dramatically. Face more severe competition in the market situation, how to seize opportunities in the new period, in the effective implementation of marketing strategy under the guidance of the marketing strategy to capture greater market share is Gujinggong should be carefully taken into account. The full text includes six chapters of text. Chapter one introduction the background,the method and structure to explain writing of the thesis. Chapter two introduces the thesis of the need to use the theoretical basis. Chapter three competes for four respects and carries on environmental analysis to the samshu trade from macroscopical environment, consumers market, trade and competitors. Chapter four tribute to the analysis of the company and pointed out that the existence of the companys problems. Chapter five of the text in according with the corresponding marketing strategy. The thesis writing process uses a large number of strategic, marketing, management, multi-disciplinary knowledge. Keywords: Marketing Strategy;Gujinggong; Sales; SWOT 目 录 1 绪论 1 1.1 论文的研究背景和意义 1 1.2 论文的研究方法和创新之处 2 1.3 论文的研究思路和框架 2 2 理论概述 3 2.1 4PS营销组合理论 3 2.2 整合营销理论 8 3 环境分析 10 3.1 外部一般环境 10 3.2 白酒行业环境分析 12 3.3 白酒行业消费者分析 16 3.4 竞争对手分析 21 4 古井贡公司现状和问题分析 24 4.1 公司基本概况 24 4.2 营销状况分析 25 4.2 古井贡酒SWOT分析 27 4.2 古井贡公司现在存在的问题 27 5 古井贡的营销策略 30 5.1 定位策略 30 5.2 产品策略