青岛啤酒公司精准营销模式及其it支撑研究-工商管理专业论文.pdf.docxVIP

RESEARCH ON TSINGTAO BEER ENHANCED MARKETING MODEL AND ITS IT SYSTEMABSTRACTIn the cutting-throat competition in the emerging market and in order to face threats from economic recession, firms need to keep alert and develop their dynamic capacity. In the brewage industry, international magnate companies are competing with their cards: besides expand in the capital market, more emphases have been put on the integration of social resources and improving corporate internal operation performance. The one who has a more effective supply chain will be more agile in market response and has the potential to become market leader.This paper applies both external Macro-Environment and internal Seven-Competitive-Factor models in studying Tsingtao Beer’s operation system. Based on the analyses, an overall development strategy is developed. In order to implement the strategy effectively, the researcher suggests developing supporting IT system which can help to reach the customers and collect information in good season. The IT system becomes central infrastructure in the development strategy and bases Tsingtao Beer’s sustainable development in the future.The paper firstly introduces the research questions, followed by external and internal environments analyses and possible solutions to the questions.Key words: strategic management, marketing strategy, marketing model, IT system.目录第一章 绪论........................................................................................................................... 11.1 问题提出 ................................................................ 11.1.1 企业基本概况 ...................................................... 11.1.2 企业面临的发展困境及研究目的 ...................................... 11.2 研究思路及基本结构....................................................... 2第二章战略环境分析 ........................................................................................................... 42.1 宏观经济形势对啤酒行业的影响分析......................................... 42.2 啤酒替代产品分析...........