《论新兴白酒品牌生存“通路”》【毕业设计论文】.docVIP

精品 PAGE 精品 本科毕业论文 论新兴白酒品牌生存“通路” ON EMERGING LIQUOR BRAND SURVIVAL PATHWAY 学 院： 经济与管理学院 专业班级： 营销08-2班 学生姓名： 指导教师： 2012 年 6 月 2 日 论新兴白酒品牌生存“通路” 摘要 卖酒难，难于上青天。我国市场环境各行业中竞争最激烈的莫过于白酒行业，从最近几年央视和各大地方卫视广告就可以看出些许情况。我国白酒行业有企业数量多，商品高度同质化，广告投入大，渠道控制难等特点，新兴白酒企业由于自身实力有限面临的市场难题更是复杂。在这样复杂的环境下，新兴的白酒品牌如何才能在众多品牌中脱颖而出？ “得渠道者得天下”是快速消费品渠道管理的重要性的真实写照，渠道营销战略的前瞻规划以及对营销渠道的合理管理,可以在很大程度上为新兴白酒企业减少运作成本,从而拓宽新兴白酒品牌生存、发展通路，获得更大的利润空间，因此渠道策略是非常值得去研究和分析的。 面对巨大的市场空间，越来越规范的市场运作，越来越多样化的竞争手段，我国很多新兴白酒品牌由于先天不足，后天乏力，大都困惑于当今的市场环境，经营状况都出现了不同程度的困难，都想寻找一条可以使企业走出困境，走向良性正规发展的道路。新兴白酒品牌要想做大做强，关键在于抓住白酒市场的主要规律，充分利用自身的相对竞争力，结合自身情况制定适合本企业的渠道策略，以消费者需求为突破口进行合理产品定位，这才是新兴白酒品牌的出路所在。所以新兴白酒品牌的营销策略特别是渠道策略的制定者如果能换一个思考方式，打通有别于其他企业适合自身发展的发展通路，才能在市场中占据一席之地。 关键词：白酒营销，新兴品牌，产品定位，渠道策略 ON EMERGING LIQUOR BRAND SURVIVAL PATHWAY ABSTRACT Liquor difficult, extremely difficult. The most competitive in all sectors of the market environment in China is the liquor industry, from CCTV and major local TV advertising in recent years can be seen a little of the situation. Chinas liquor industry has a number of enterprises, the high degree of homogeneity of goods, advertising investment, the channel difficult to control the characteristics of emerging liquor business is even more complicated due to limited market problems faced by their own strength. In such a complex environment, the new liquor brand to stand out in many brands? Have channels in the world is a true portrayal of the importance of fast moving consumer goods channel management, and rational management of marketing channels, to a large extent for liquor companies to reduce operating costs, so that the liquor companies to obtain greater profits space channel strategy is very worthwhile to study and analyze. The face of the huge market space, the standard operation of the market, more and more diverse competition means a lot of new liquor companies are confused in todays market environment, opera