保密 的学位论文在解密后 适用本规定

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摘要
随着时代发展，人们的健康意识逐渐提高，消费观念和消费习惯也朝着健康养生的方向发生改
变。酒类消费趋势也正由粮食类转为果酒类，越来越多的消费者接受果酒、认可果酒。果酒的好口
感、低酒精度、高营养及具备的保健养生功效受到消费者的喜爱，显示出广阔的市场潜力。然而，
相比其他酒类，我国果酒近几年的发展速度却非常缓慢。相关调查结果显示，果酒在普通消费者中
的认可度偏低，果酒行业整体呈现产业规模比较小、企业实力比较弱、技术装备水平比较低、品牌
影响力不强的特点，尚处于发展初级阶段。梳理文献发现，果酒营销策略研究仅限于葡萄酒，缺乏
对果酒营销策略的系统研究。传统的酒类营销策略已不适用于果酒这种“健康、时尚”的酒类，果
酒市场营销策略很大程度上制约着果酒行业的快速发展。基于果酒营销策略系统研究较为缺乏的现
状，本文选取“石河子圣果生物科技公司（以下简称圣果公司）”这一具有代表性的果酒企业为研
究对象，在研究传统果酒营销策略的基础上，结合现代新型营销策略和营销理念，对圣果公司果酒
营销策略进行深入分析和改善

本文以 STP 和 4Ps 营销理论为理论基础和依据，对圣果公司果酒市场定位和现行营销策略进行
深入分析并提出存在的问题；采用 PEST 分析、波特五力模型和 SWOT 分析三种工具全面分析了圣果
公司果酒营销环境，并跟踪市场消费的实际需求，结合圣果公司实际情况，为圣果公司果酒营销策
略提供了四个改善建议：第一，立足需求，打破消费壁垒；第二，明确竞争对手，用差异化实现突
破；第三，打造区域强势品牌，稳步走向全国市场；第四，挖掘果酒文化内涵，进行特色营销。为
确保以上营销策略能够正常实施，需要辅助以相应的保障措施：第一，提高营销团队的整体素质；
第二，营造有利于策略实施的企业文化；第三，注重市场调研，建立市场反馈机制；第四，加强对
渠道的管理和维护；第五，推进企业信息化建设

通过对现有营销策略提出改善建议及实施保障措施，引导圣果公司以竞争为导向有效扩大果酒
销路，成功营销果酒系列产品，促进其产销全面发展，增强市场竞争优势。同时本文研究成果也为
其它果酒企业制定营销策略提供一定借鉴意义

关键词：圣果公司；果酒；营销策略；改善建议II
Abstract
With the development of the times, people&39;s health awareness has gradually improved, and
consumption concepts and consumption habits have also changed to the direction of healthy health. The
trend in wine consumption is also shifting from food to fruit, and more and more consumers are receiving
fruit wine and fruit wine. The good taste, low alcohol content, high nutrition and health care effect of fruit
wine are favored by consumers, and show a broad market potential. However, compared to other liquors,
the development of Chinese wine in recent years is very slow. The investigation results show that, the wine
in ordinary consumers degree of recognition is low, characteristics of wine industry as a whole showed the
industry scale is small, the enterprise strength weak, low level of technology and equipment, the brand
influence is not strong, is still in the primary stage of development. Combing the literature, we found that
the marketing strategy of wine marketing is limited to wine, and lack of systematic research on the
marketing strategy of wine. The traditional liquor marketing strategy is no longer applicable to the
“healthy” and “fashionable” wine, and the marketing strategy of fruit wine restricts the rapid development
of the wine industry to a great extent. The status quo is the lack of systematic research on wine marketing
strategy based on, this paper selects “Shihezi Shengguo biotechnology company (hereinafter referred to as
Shengguo company)” which is a representative of the wine enterprises as the research object, based on the
traditional wine marketing strategy, combined with the current generation of new marketing strategies and
marketing concepts, in-depth analysis and improvement the fruit wine company marketing strategy.
Based on the STP and 4Ps marketing theory as the theoretical basis, in-depth analysis of the wine
market positioning Shengguo company and the current marketing strategy and puts forward the existing
problems; using PEST analysis, Potter five forces model and SWOT analysis of three kinds of tools for
comprehensive analysis of the fruit wine company marketing environment, the actual demand and follow
the market consumption, combined with the actual situation of the company Shengguo, provides four
suggestions for fruit wine company marketing strategy: first, based on the demand of consumption,
breaking the barriers; second, clear the competitors, to achieve a breakthrough with the difference; third, to
create a strong regional brand, steadily toward the national market; fourth, mining wine culture connotation,
characteristics of marketing. To ensure that the above marketing strategy can be properly implemented,
safeguards need to be supported by appropriate: first, improve the overall quality of the marketing team;
second, create a favorable strategy for the implementation of enterprise culture; third, focus on market
research, the establishment of market feedback mechanism; fourth, strengthen the channel management and
maintenance; fifth, to promote the enterprise informatization construction.
Through the implementation of safeguard measures and suggestions for improvement of the existing
marketing strategy guide Shengguo company competition oriented to effectively expand the wine market,
the successful marketing of wine products, promote the comprehensive development of production and
sales, enhance the market competitive advantage. At the same time, the results of this study also provide
some reference for other wine enterprises to develop marketing strategies.
Key words: Shengguo company;fruit wine;marketing strategy; improvement suggestionsIII
目 录
摘要......I
Abstract ...........II
第一章 诸论...1
1.1 研究背景及意义..... 1
1.1.1 研究背景...... 1
1.1.2 研究意义...... 2
1.2 国内外研究现状..... 2
1.2.1 国外研究现状.......... 2
1.2.2 国内研究现状.......... 3
1.3 研究内容与方法..... 4
1.3.1 研究内容...... 4
1.3.2 研究方法...... 5
1.4 技术路线..... 5
1.5 创新之处与不足..... 6
第二章 相关理论与分析工具...........7
2.1 相关概念界定......
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