华润雪花啤酒营销策略解析.doc

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***大学学士学位论文
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
1
***大学学士学位论文
ABSTRACT
ChinaResourcessnowflakebeergroupwant,fight,leadtothefactthe
nationwidebrandsnowflakebeer,tiethemarketinggrouptightandcooperatewith
AmericanKurt,hasmadethemarketingstrategyofthenationwidebrandfor

snowflakebeermarketingtacticsofChinaResourcesofbeermarketenvironmentof
Shenyang,whetherthenationwidemarketingstrategyofsnowflakebeerof
evaluationandanalysisissuitablefortherealenvironmentofthemarketofShenyang,
analyzethemarketingtacticsthatShenyangChinaResourcessnowflakebeer
CompanymakesundertheguidanceofmarketingthoughtofChinaResources
snowflakegroup,intheproducts,theprice,distribute,thequestionthatshouldbepaid

marketing,throughsubdividingthemarketofShenyang,findoutthemarketofgoal
ofsnowflakebeer,confirmtheproductsofsnowflakebeermakeareservation,and
thenmakethemarketingtacticswhichaccordwithmarketofShenyangbeer,inorder
tomeetmarketdemand.
KEYWORDS:snowflake;Marketing;Marketingtactics
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***大学学士学位论文
目录
1市场营销环境分析........................................................................................................................6
..............................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................10
..............................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................142营销战略分析...............................................................................................................................................................................................................................................................................................................................................................................................15
.............................................................................................................................................................................................................................................................16
..........................................................................................................................................................................................................................................................................................................................................................................17
.................................................................................................17
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..................................................................................................................19
3营销组合策略评析......................................................................................................................20
.....................................................................................................................20
..........................................................................................................................21
......................................................................................................................23
................................................................................................................................................................................................................................................24
..............................................................................................................24
......................................................................................................25
.............................................................................................................26
.................................................................................................26
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***大学学士学位论文
.............................................................................................................27
..................................................................................................................28
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4问题及对策...........................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................325总结.................................................................................................................................................34
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***大学学士学位论文
引言
市场营销学作为一门科学产生于本世纪初,当时只是试图了解和研究经济学
家忽略或过分简化的某些问题。市场营销学致力于更详尽地研究流通机构与流通
过程的运行机制,并对于探索消费者及供应商行为这一课题颇感兴趣,而不像经
济学家那样将一切简单地归结于效用及利润极大化。因此,市场营销学家不可避
免地要扬弃经济学家的某些概念,而更多地吸收现代心理学、社会学、人类学的
优秀研究成果。现在,市场营销学已不再是经济学的一个分支,而是一门重要的
应用科学。严格地讲,它是一门建立在经济科学、行为科学和现代管理理论基础
之上的应用科学。市场营销学的研究对象是以满足消费者需求为中心的企业市场
营销活动过程及其规律性,即在特定的市场营销环境中,企业以市场营销研究为
基础,为满足消费者现实和潜在的需要,所实施的以产品(Product)、定价
(Price)、地点(Place)、促销(Promotion)为主要内容的市场营销活动过程及其客观规律性。其内容具有综合性、实践性、应用性的特点。
雪花啤酒面临着巨大的市场压力,主要压力来自另外两大巨头——青岛和燕
京。目前,青岛啤酒依旧坐在中国啤酒市场上销量第一的交椅上。虽然青岛、燕
京和雪花这三个品牌的市场份额在中国啤酒业是比较领先的,但这三个品牌,又