崂山啤酒在青岛地区的品牌营销策略(任务书,开题报告,论文20000字,答辩PPT)
摘 要
崂山啤酒在青岛地区一直处于一种坐山吃山的营销状况，由于啤酒品牌构建较早，销售较完全，并且许多青岛人都是喝着崂山啤酒长大的，不愿再换其他种类的啤酒。所以在青岛地区崂山啤酒几乎属于一种垄断的模式，不需要大力推广也有许多消费者来进行购买，基本不需要在青岛地区采用任何针对该地区的营销方法就可获利。但在竞争如此激烈的今天，不能靠产品的价格、质量等原始方法获取绝对的市场份额。崂山啤酒在青岛地区也是如此。现在市场竞争已经转嫁到了品牌竞争的层次之上，特别是啤酒的同质性特别高，消费者的决定就更趋据与品牌的层面，倘若崂山啤酒再不在品牌的营销方面下功夫，那么就很有可能给其他竞争对手出现攻击的空隙。
本文结合崂山啤酒集团概况、崂山啤酒在青岛地区的市场调研环境以及面临的SWOT综合分析得出结论并提出解决方法。
论文的论述步骤：第一部分写了绪论。提出本文的研究背景、意义及研究方法，提出了本文的研究路线。第二部分写了崂山啤酒集团的概况，以及现在崂山啤酒在青岛地区所面临的市场调研的情况。第三部分写了崂山啤酒面临的问题。第四部分则是解决方案。
关键词：崂山啤酒，品牌，营销策略
Abstract
Laoshan Beer stays in a situation that called live off the mountain where its home is all the time in Qingdao district. Because this beer brand was built very early, the distribution is complete, together with a lot of people who grew up with drinking Laoshan Beer, most of the people are not willing to change another brand of beer. So Laoshan Beer in Qingdao district is almost in a kind of monopolistic model, so there are a lot of people come and buy it without much promotion of it, basically, it can get profit without using any marketing method that aims at certain area in Qingdao district. But nowadays, in the fierce competition, we cannot rely on the price, quality and other primary method to get the absolute market share. Laoshan Beer in Qingdao district likes that. Nowadays, the marketing competition is transferred to another level called brand competition, especially the beers’ quality are all in a high level, then the decisions of the customers are more tended to the brand aspect, if the Lashan Beer don’t make much effect on the brand marketing, then it can left a gap for other competitors to attack.
This research combined the overview of Laoshan Beer Group, the market research environment on Laoshan Beer in Qingdao district and the facing SWOT. Analysis comprehensive, gets the conclusion, and gives the solution.
The expound approach: the first section is introduction. It gives the research’s back ground, meaning and research method, and gives research’s route. The second section is the overview of Laoshan Beer group, and the facing market research situation of Laoshan Beer in Qingdao district. The third section is the facing problems of Laoshan Beer. The forth section is the solution.
Keyword: Laoshan Beer, Brand, Marketing Strategy
目 录
摘 要 I
ABSTRACT II
第一章 绪论 1
1.1 研究的背景与意义 1
1.2 文献综述 2
1.3 研究内容与方法 7
1.3.1研究内容 7
1.3.2 研究方法 7
第二章 崂山啤酒在青岛地区面临的营销环境分析 9
2.1 崂山啤酒集团概况 9
2.2 崂山啤酒在青岛地区面临的市场环境 10
2.3 崂山啤酒在青岛地区的SWOT分析 11
2.4本章小结 13
第三章 崂山啤酒在青岛地区品牌营销中存在的问题 14
3.1 品牌意识不强 14
3.2 缺乏主导品牌 14
3.3 品牌营销缺乏消费者的互动 15
3.4 品牌缺乏个性 16
3.5 本章小结 16
第四章 崂山啤酒在青岛地区品牌营销对策 17
4.1 树立品牌意识 17
4.2 建立品牌个性使品牌年轻化 18
4.4使品牌营销与消费者互动 19
4.6 本章小结 19
结 论 20
参考文献 21
致 谢 22 |
