雪鹿啤酒在内蒙古营销策略分析.docVIP

. 页 雪鹿啤酒在内蒙古的营销策略分析 摘 要 燕京啤酒包头雪鹿集团旨在把雪鹿啤酒打造成内蒙古西部行业中的第一品牌，本文通过对内蒙古西部啤酒市场环境和雪鹿啤酒的营销策略进行分析，发现雪鹿啤酒在营销中出现的问题，分析雪鹿啤酒的营销策略是否符合内蒙古西部市场和企业发展需求，对雪鹿啤酒在产品、价格、促销方面的问题提出相应的解决策略和方案。 本文通过市场营销相关理论，对内蒙古啤酒市场进行细分，确定雪鹿啤酒的目标市场，并对雪鹿啤酒进行市场定位，制定适合市场发展和符合企业情况的营销策略，提高雪鹿啤酒的品牌知名度和市场占有率。 关键词：雪鹿啤酒；市场营销；营销策略 Abstract Yanjing Beer Baotou snow deer group aims to make snow deer beer in western Inner Mongolia industry first brand. In this paper, the marketing strategy of Western Inner Mongolia beer market environment and snow deer beer analysis, that snow deer beer in marketing analysis, snow deer beer marketing strategy is in line with the western Inner Mongolia market and business development needs, snow deer beer in the product, price and promotion problem put forward corresponding strategies and solutions. Based on the marketing related theory, on the beer market in Inner Mongolia subdivision, determine the target market of beer snow deer, and snow deer beer of market positioning, develop for the market development and to comply with the enterprise marketing strategy, improve the snow deer beer brand visibility and market share. Keywords: Deer beer; marketing; marketing strategy 页 目 录 TOC \o 1-3 \h \u HYPERLINK \l _Toc9593 摘 要 PAGEREF _Toc9593 1 HYPERLINK \l _Toc8453 Abstract PAGEREF _Toc8453 2 HYPERLINK \l _Toc5557 1绪论 PAGEREF _Toc5557 1 HYPERLINK \l _Toc29594 1.1研究背景 PAGEREF _Toc29594 1 HYPERLINK \l _Toc4157 1.2研究意义与目的 PAGEREF _Toc4157 2 HYPERLINK \l _Toc6351 2市场营销 PAGEREF _Toc6351 2 HYPERLINK \l _Toc8024 2.1市场营销的策略概念 PAGEREF _Toc8024 2 HYPERLINK \l _Toc14320 2.2市场营销策略的过程及内容 PAGEREF _Toc14320 3 HYPERLINK \l _Toc699 2.3市场营销策略的意义 PAGEREF _Toc699 3 HYPERLINK \l _Toc22804 3.雪鹿啤酒在内蒙古市场的现状分析 PAGEREF _Toc22804 4 HYPERLINK \l _Toc5262 4雪鹿啤酒的营销策略中存在的问题 PAGEREF _Toc5262 5 HYPERLINK \l _Toc16000 4.2.1品牌定位不准确 PAGEREF _Toc16000 6 HYPERLINK \l _Toc9145 4.2.2价格定位不准确 PAGEREF _Toc9145 6 HYPERLINK \l _Toc8784 4.2.3市场细分不明确 PAGEREF _Toc8784 7 HYPERLINK \l _Toc21877 4.2.4服务水平欠缺、忽视顾客