燕京啤酒营销策略研究毕业论文.docxVIP

新疆燕京啤酒营销策略研究 ［摘要］本文根据作者对啤酒行业资料的收集，围绕新疆燕京啤酒公司的营销状况, 以及英内外环境因素的变化，理论联系实际，对新疆燕京啤酒公司的营销策略进 行分析研究。根据新疆燕京啤酒公司内外部环境情况，进行市场竞争状况与策略 研究，运用“STP”分析和经典“4P”营销组合理论，提出了新鴉燕京啤酒公司的 山场细分、定位以及目标山场策略，细化分析新疆燕京啤酒公词W场策略与釆取 与主要竞争对手对比的方式分析竞争情况。提出新疆燕京啤酒公司相应的产品策 略、价格策略、促销策略、渠道策略，具体分析其产品发展策略的成败，对新疆 燕京啤洒公司的营销渠道进行细化分析，重点进行促销方式即消费品生产企业关 键营销环节分析，进行了促销方式的理论与实践探讨，并结合公共关系营销环节 进行讨论。最后总结出新疆燕京啤酒公司的成功途径。 ［关键字］“STP”分析 市场定位 “4P”营销组合 渠道策略 Xinjiang Yanjing Beer Marketing Strategy Analysis [Abstract] This article according to the author of the beer industry information collection, around Xinjiang Yanjing beer compan/s marketing status, as well as the internal and external environmental factors change, linking theory with practice, Xinjiang Yanjing beer companys marketing strategy analysis. According to the Xinjiang Yanjing beer company internal and external environment, market competition status and strategy research, using nSTPH analysis and classic n4PH marketing mix theory, put forward Xinjiang Yanjing beer companys market segmentation, positioning and target market strategy, a detailed analysis of Xinjiang Yanjing beer company market strategy and take the major competitors and contrast analysis of competition situation. Put forward Xinjiang Yanjing beer company corresponding product strategy, price strategy, the promotion strategy, channel strategy, a detailed analysis of its product development strategy for success, Xinjiang Yanjing beer companys marketing channels conduct detailed analysis, focusing on the promotion of consumption goods production enterprises key marketing link analysis, the promotion way of theory and practice, combined with the public relations marketing links are discussed? Finally, summed up the successful way of Xinjiang Yanjing Beer company. [Keywords ] H STPH Marketing positioning n4Pn marketing channel strategy i 目录 I I TOC \o 1-5 \h \z I 弓I言 1 \o Current Document I 一、新疆啤酒市场 1 I \o Current Document \ （一）需求状况 2 \o Current Document i （二）前景分析 2 \o Current Document I 二、新疆燕京啤酒