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1、大连理工大学硕士学位论文大连华润啤酒有限公司市场营销战略研究姓名：刘畅申请学位级别：硕士专业：工商管理导教师：易学东20050612AbstractThebeerindustryhasmadegreatachievementafterrapiddevelopmentof20years,andatpresenttheproductivityandsalesofbeerhavereachedthefirstplaceallovertheworld.Inrecentyears,somebigenterprisessuchasQingdao"Yanjing,ChinaRe
2、sourcesandsoonhavestartedannexandreorganizationinlargescalewithintheindustrybaseonbrandandcapital,whichmakesthebeerindustrybecomemorenormalizedandcentralized,andimprovetheprofitlevelofthewholeindustry.AfterjoinedtheWTO,facingtheseverecompetitionfromforeignbeercompaniesanddomesticcompe
3、titors,andmoresenseaboutbeerconsumptionfromconsumers,thebeermanufacturersneedtotakeintoconsiderationofbothmarketsituationandenterprisersresourcestoworkoutthesuitablemarketingstrategy,sothattheenterprisecanwinthecompetitionadvantageinfuture.Themaincontentofthisthesisistomakearesearchab
4、outmarketingstrategyforDalianHRbeerbrewery.Firststep,makeanalyzeforthemacro-economicenvironmentandindustrycompetitioninChinesebeerindustry;secondstep,makedetailedandcarefulresearchforDalianbeerconsumptionmarketandDalianHRbeerbrewerycompany;thirdstep,referringtolotsofprofessionalbooksa
5、ndwebsites,makeexpatiateanddemonstrationfromthreelevels.First,analyzethemacro-economicenvironmentandindustrysituationwiththestrategicthinkingway,findouttheopportunitiesandthreatswhichthebeerindustryfacesatpresent;thendescripttheinnerresourcesandcurrentsituationofmarketingmanagementinD
6、alianHRbeerbrewerycompany,andtraceoutthereasonforcausingthemanagementproblems,comparetheadvantageanddisadvantageofthecompany,finallydrawtheconclusionbaseonSWOT,andmakethemarketingstrategyforDalianHRbeerbrewerycompanywiththetheoriesofSPTand4P,Keywords:BeerIndustry；MarketingStrategy:Mar
7、ketingEnvironment大连理工大学MBA学位论文原创声明本人郑重声明：所呈交的学位论文，是本人在导师的指导下幵展班究工作所取得的成果。除文中特别加以标注和致谢的地方外，论文中不包含任何其他个人或集体已经发表或撰写过的研究成果，也不包含为获得大连理工大学或其他教育机构的学位或证书而产生的成果（如学位论文等）。对本文的硏究做出重要贡献的个人和集体均己在文中以明确方式标明，本人完全意识到本声明的法律后果，并愿为此承担一切法律责任。学位论文作者（签字）:曰期：2005年6月12曰引言1.1选题背景及意义在瞬息万变的现代竞争环境中，任何的竞争优势可以说都只是相对
8、的和暂时的
