华润雪花啤酒营销策略解析-完整.doc

摘要
华润雪花啤酒集团欲将雪花啤酒打造成全国性的品牌,与美国科特勒营销集团合作,为雪花啤酒制定了全国性品牌营销战略。本文研究的目的是通过对沈阳啤酒市场环境和沈阳华润雪花啤酒营销策略的分析,评析雪花啤酒全国性营销战略是否适合沈阳市场的实际环境,分析沈阳华润雪花啤酒公司在华润雪花集团的营销思想指导下制的营销策略,在产品,价格,分销,促销中应该注意的问题。
本文主要应用市场营销相关理论,通过对沈阳市市场进行细分,找出雪花啤酒的目标市场,并确定雪花啤酒的产品定位,进而制定符合沈阳啤酒市场的营销策略,以满足市场需求。
关键词雪花啤酒;市场营销;营销策略
ABSTRACT
China Resources snowflake beer group want, fight, lead to the fact the nationwide brand snowflake beer, tie the marketing group tight and cooperate with American Kurt, has made the marketing strategy of the nationwide brand for snowflake beer. The purpose that this text studies is to pass the analysis to the snowflake beer marketing tactics of China Resources of beer market environment of Shenyang, whether the nationwide marketing strategy of snow flake beer of evaluation and analysis is suitable for the real environment of the market of Shenyang, analyze the marketing tactics that Shenyang China Resources snowflake pany makes under the guidance of marketing thought of China Resources snowflake group, in the products, the price, distribute, the question that should be paid attention to while promoting. This text mainly employs the relevant theories of marketing, through subdividing the market of
Shenyang, find out the market of goal of snowflake beer, confirm the products of snow flake beer make a reservation, and then make the marketing tactics which accord with market of Shenyang beer, in order to meet market demand.
KEY WORDS: snowflake; Marketing; Marketing tactics
目录
1 市场营销环境分析 8
宏观环境分析 8
经济环境 8
政治法律环境 9
科技环境 9
文化环境 10
人口环境 10
地理环境 12
啤酒行业分析 12
微观环境分析 13
沈阳华润雪花啤酒有限公司基本情况 13
消费者分析 14
竞争者分析 15
营销中介 16
SWOT分析 16
优势 17
劣势 17
机会 17
威胁 17
2 营销战略分析 18
市场细分 18
市场细分依据 18
地理细分 19
人文统计细分 19
行为细分 19
目标市场选择 20
目标市场应具备的条件 20
沈阳华润雪花啤酒目标市场 21
市场定位 21
市场定位的作用 21
市场定位的步骤 21
沈阳雪花啤酒定位 22
3 营销组合策略