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MBA毕业论文_Y酒业YOUNG市场营销策略研究_CheongWaverlyYinPDF

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iii 摘要 随着经济的飞速发展,人们的生活品质不断提高,白酒的市场需求呈持续上 升趋势且竞争激烈。BY酒业是一家拥有创新蒸馏工艺的白酒品牌运营商,以“安 全、健康、独家”为品牌形象推入市常论文以BY酒业之产品YOUNG为研究对 象,分析、修改并完善其营销中出现的问题,运用STP、4Ps、SWOT、波特五力 模型以及PEST分析,提出了更好的方案以及保障措施。首先,论文以市场营销策 略理论以及品牌营销战略理论作为基础,通过文献研究,先是对BY酒业YOUNG 的现状及营销策略的问题进行分析,应用PEST、波特五力模型及SWOT整理出 BY酒业YOUNG的市场营销环境,同时运用STP战略研究出其准确的市场定位, 之后运用4Ps分析出最终的BY酒业YOUNG市场营销策略以及其保障措施。本研 究有助于弥补白酒行业市场营销策略上的不足;同时也为相关企业的发展提供了 参考价值。 关键词:BY酒业;YOUNG;营销环境;营销策略 北京交通大学硕士学位论文 ABSTRACT iv ABSTRACT With the rapid development of economy and the continuous improvement of people's quality of life, the market demand for liquor is on the rise, and the competition is fierce. BY company is a liquor brand operator with innovative distillation process, and its brand image is "safe, healthy and exclusive". Taking YOUNG as the research object, this paper analyzes, modify and perfect the problems in the marketing of BY company, and makes use of STP, 4Ps, SWOT, Porter's Five Forces Model and PEST to put forward better plans and safeguard measures. First of all, the thesis takes the market and brand marketing strategy theory as the foundation, through literature researches, to analyze the situation and problems of marketing strategy of YOUNG. After that, using PEST, Porter Five Models and SWOT study the marketing environment of YOUNG. At the same time, using STP find the exact position which YOUNG stand for in its marketing environment. And then, applying 4Ps determine the final BY company YOUNG marketing strategy and its safeguard measures. This study is helpful to make up for the deficiency of marketing strategy in liquor industry. Also, it provides reference value for the development of relevant enterprises. KEYWORDS:BY; YOUNG; Marketing Environment; Marketing Strategy 北京交通大学硕士学位论文 目录 v 目录 摘要 ......................................................................................................................... iii ABSTRACT ............................................................................................................ iv 1 绪论 .................................................................................................................... 1 1.1 研究背景 ................................................................................................. 1 1.2 研究目的 ................................................................................................. 3 1.3 研究意义 ................................................................................................. 4 1.4 研究方法 ................................................................................................. 4 1.4.1 文献研究法 .................................................................................. 4 1.4.2 问卷调查法 .................................................................................. 5 1.4.3 定性分析法 .................................................................................. 5 1.4.4 比较分析法 .................................................................................. 5 1.5 研究内容 ................................................................................................. 6 1.6 论文创新点 ............................................................................................. 7 2 相关理论与文献综述 ........................................................................................ 8 2.1 相关研究的理论 ..................................................................................... 8 2.1.1 市场细分理论 .............................................................................. 8 2.1.2 营销理论 ...................................................................................... 8 2.1.3 战略分析工具 .............................................................................. 9 2.2 相关研究的文献 ................................................................................... 11 2.2.1 国外研究现状 ............................................................................ 11 2.2.2 国内研究现状 ............................................................................ 14 2.2.3 文献述评 .................................................................................... 16 3 BY酒业YOUNG市场营销现状及问题诊断 ............................................... 17 3.1 BY酒业介绍 ......................................................................................... 17 3.1.1 BY酒业简介 .............................................................................. 17 3.1.2 BY酒业的专利技术 .................................................................. 17 3.1.3 BY酒业YOUNG的现状 ......................................................... 18 3.2 BY酒业YOUNG市场营销策略问题总结与分析 ............................ 19 3.2.1 产品市场定位不准确 ................................................................ 19 3.2.2 渠道设计问题 ............................................................................ 19 3.2.3 品牌传播匮乏 ............................................................................ 19 北京交通大学硕士学位论文 目录 vi 3.2.4 团队专业性匮乏 ........................................................................ 20 4 BY酒业YOUNG营销环境分析 ................................................................... 21 4.1 BY酒业YOUNG市场外部环境分析 ................................................ 21 4.1.1 政治与法律环境 ........................................................................ 21 4.1.2 经济环境 .................................................................................... 22 4.1.3 社会文化环境 ............................................................................ 24 4.1.4 技术环境 .................................................................................... 25 4.2 BY酒业YOUNG市场产业环境分析 ................................................ 26 4.2.1 行业内现有竞争对手的竞争实力 ............................................ 26 4.2.2 潜在进入者的威胁 .................................................................... 28 4.2.3 供应商的议价能力 .................................................................... 29 4.2.4 购买者的议价能力 .................................................................... 29 4.2.5 替代品的威胁 ............................................................................ 29 4.3 BY酒业YOUNG市场内部环境分析 ................................................ 30 4.3.1 产品业务梳理 ............................................................................ 30 4.3.2 战略联盟分析 ............................................................................ 31 4.3.3 品牌营销战略 ............................................................................ 31 4.3.4 盈利能力分析 ............................................................................ 31 4.4 SWOT .................................................................................................... 32 4.4.1 优势 ............................................................................................ 32 4.4.2 劣势 ............................................................................................ 32 4.4.3 机遇 ............................................................................................ 33 4.4.4 威胁 ............................................................................................ 34 4.4.5 应对战略 .................................................................................... 35 5 BY酒业YOUNG STP战略 ........................................................................... 37 5.1 白酒市场细分 ....................................................................................... 37 5.2 BY酒业YOUNG目标市场选择 ............