英文论文格式范本.doc

A STUDY ON DIFFERENCES IN MARKETING STRATEGIES IMPLEMENTED BY WULIANGYE AND MAOTAI by 拼音姓名 A thesis submitted in partial fulfillment of the requirements for the Degree of BACHELOR OF BUSINESS ADMINISTRATION for Joint Bachelor of Business Administration (BBA) Program between Tianjin University of Technology (TUT), Tianjin City, P. R. China and Thompson Rivers University (TRU), Kamloops, B. C., Canada May 28, 2012 摘 要 白酒在中国具有悠久的历史 关键词：白酒 竞争 营销策略 ABSTRACT Wine has a long history in China, and has always been famous for its superb brewing process, the unique taste and legendary culture. However, in recent years, the market share of wine has gradually declined. The competition in the wine industry is becoming increasingly intense. MAOTAI and WULIANGYE are two well-deserved giants of Chinese wine industry and have made great success doing business. Comparing their marketing approach, there are a lot of differences. Recently, the major consumers are gradually aging. In the coming decade, the after eighties and nineties will become the major force of consumption. To change the fate of wine, companies must improve marketing methods to adapt to modern society and the needs of new generation of customers. Referring to the related theory, this thesis will focus on analyzing the differences of marketing strategy and method between MAOTAI and WULIANGYE. Recommendations for the current wine market have also been proposed for companies in this industry to learn from. Key Words: Wine Competition Marketing Strategy BRIEF CONTENTS CHAPTER 1 INTRODUCTION…………………………………………………………….1 1.1 Research Background………………………………………………………………............1 1.2 Research Contents………………………………………….. ……………………………..1 1.3 Related Concepts of Marketing Strategy……………….…………………………………..2 CHAPTER 2 COMPARISON OF MARKETING STRATEGY IMPLEMENTED BY MAOTAI AND WULIANGYE………………………………………..3 2.1 Differences in Product Strategy ……………………………………………………………3 2.2 Differences in Price Strategy……………………………………………………