金门高粱酒在大陆白酒市场品牌战略之研究-工商管理专业论文.docxVIP

Abstract，11le Abstract ，11le superiori够of competitive power is the foundation for leading all ente印nse to删aIl evedaSting mdl螂In this highly competitive market，the differences of are m砌波elementS Such as product，price，distribution channel，and promotion the core competitive ge钍ing closer、7l，im each passing day．Therefore，understanding ability of the enterprise，integrating the internal resources which includes product， and h哪an resou】∞es， capital， management, marketing，technical research of development，conStruCting all enterprise who sees the‘‘Brand Strategy”as the core m冰eting for setting it up toward the leading position，and finally creating the cuStomer and market value for gaining the enterprise’S profit，is the best enterpnse on market in the 2 1飘 core s缸ate酆，for modernized enterprise having a foothold centu巧． Ⅺnmen kaoliang liquor Ine．(KKL)，famous in world by it production of hight q吼l耐“Kinmen kaoliang liquor’is the primary brand of white liquor in惭w跚·On 1n Apr．8th 2004,wite the establishment of 1 00％ownership subsidiary company Xiamen，KKL omcially entered into the biggest and the oldest white liquor cons姗er market—Mainland Cllina．How to use the‘‘Brand Strategy”as the core strategy of of Mailllalld ente印rise，for standing out from the crowd in‘‘White Liquor Market China，and haVing a foothold in this highly competitive market，is the focus of thisresearch． This thesis is divided into 4 chapters： The 15‘chapter：Summarize the background and the motives of research， establish the objectives and determine the boundary of research，design the procedures 锄d methods of researcll，iIldicate the limits of research，and explain the keywords of research． ne 2nd chapter：Analyze the present situation of Kinmen kaoliang 11quor 砌us仃y and the pinnacle white liquor market of Mainland China by collec伧d literatllre resouJ．ces according to the research needs． Briefly and constructively introduce t11e meo巧fr{lIlle，SWOT theory and the theory of brand strategy which are the research based on th