老挝啤酒行业市场营销中存在的.docVIP

本文来自中国论文发表中心（/lunwen/jianzhulunwen/2014-08-20/1310.html），了解更多信息请登录中国论文发表中心 老挝啤酒行业市场营销中存在的 问题及对策研究 摘要 美国《时代》杂志曾将老挝啤酒评选为亚洲最好的啤酒，《曼谷邮报》也将老挝啤酒评为东南亚遗忘的宝石。作为全世界十大名啤酒之一，老挝2010年正式进入了中国，选厂址在广西南宁市。如今已过两年了，老挝啤酒在中国发展形势如何，一度受到东南亚爱好者趋之若鹜的老挝啤酒是否在中国也令中国啤酒爱好者疯狂呢。本论文将从老挝啤酒行业服务营销现状为切入点，通过对老挝啤酒行业服务营销现状在中国政策下的体现来分析找出老挝啤酒行业服务营销的问题，并提出相对应的解决方案。 本论文通过对SWOT分析模型来对老挝啤酒进行一个系统的分析，SWOT分析法也称为TOWS分析法、道斯矩阵、态势分析法，是在二十世纪八十年代美国旧金山大学的管理学教授韦里克提出，常用于企业战略制定、竞争对手分析等场合，其模式通过分析企业的优势（Strengths）、劣势（Weaknesses）、机会（Opportunities）、和威胁（Threats）。因此SWOT分析实际上是将企业的内在条件，外部影响等多方面的状况综合和概括起来分析的，能够更加让企业了解自身内部环境和外部影响因素，从而将企业资源有效的运用到企业的优势和强项上面，公司的运营战略也越发变得明朗。 关键词：老挝啤酒 老挝经济 服务营销 SWOT分析 运营战略 Abstract The United States time magazine has named Asias best Lao beer beer, Bangkok Post will also be Lao beer named southeast forgotten gems. As one of the worlds ten most famous beer, Laos in 2010 formally entered China, selected sites in GuangXi city of Nanning. Now after two years, how Lao beer in Chinas development situation, Lao beer was from Southeast Asia fans scramble for whether China also makes the Chinese beer lovers crazy. This paper from the Lao beer industry the present situation of service marketing as the breakthrough point, to analyze the beer industry service marketing problems through Laos beer industry service marketing situation in China under the policy to reflect, and puts forward the corresponding solutions. This paper based on the analysis of SWOT model to a system of Lao beer, SWOT analysis method, also known as the TOWS analysis method, matrix, trend method, is put forward in the United States University of San Francisco management professor Verick in the nineteen eighties, commonly used in the business strategy formulation, analysis of competitors and other occasions, the pattern by analysis of the advantages of enterprise, weakness , opportunities, and threats . So SWOT analysis is actually the internal conditions of enterprises, external influences many aspects of comprehensive analysis and summed