th公司市场营销策略分析

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1、西南交通大学硕士研究生学位论文第lI页AbstractBeeristhelong-timeflouringinternationalbeverage．Duringthepasthalfacentury，theworldbeerproductionvolumekeepssustainablegrowth．Besides，thefastdevelopmentofbeerinAsia,especiallyinChina,hasbecomethemainpullingpoweroftheglobalbeerincreas

2、e．AndthesustainablegrowthofChian’Sbeerindustry，willcertainlydrivethesynchronousgrowthoftheglassbottleindustry．Butatpresent,theoveralltechnicallevelofthedomesticglassindustryisrelativelybackward,themanagementispoorandtheindustryisinthegoldenphaseofintegration．

3、Withincreasinglyhigherrequirementonthepackagingqualityofthebeerindustry，Chinaglassbottleindustryisfacingunprecedentedopportunitiesfordevelopment．Therefore，atthepresentstage，theresearchonbeerglassindustrymarketinghasimportanttheoreticalandrealisticsignificance

4、．Onthebasisofreviewingthemarketingrelatedconceptsandtheories，suchasPESTanalysis，Potterfivecompetitiveforcesanalysis，4PanalysisandSWOTanalysis，thisarticlefirstlyanalyzesthecurrentmarketingenvironmentofbeerglassindustryfromexternalenvironmentandindustrycompetit

5、ion,andthenmakestheanalysiscombinedwiththecurrentsituationofTHcompany’Sinternalmarketingandmarketingstrategy,drawingupthemarketpositioningofTHcompany．Lastly，itdesignsthemarketingstrategiesofTHcompanyfromtheanalysisofproductstrategy，productprice,placestrategy,

6、andpromotionstrategyetc，andproposestoTHcompanyaboutthemarketingstrategyimplementation．Wi也manyyearsofsalesandmarketingexperienceandrelatedtheoreticalknowledgeinthebeerbottleindustry，thisarticlemakesallanalysistotheindustryofTHcompanywithPESTandSWOTanalysismeth

7、od,makesanintensiveandcomprehensiveanalysistothedevelopmenttrendandfutureprospectofthebeerbottleindustry，toprovidethereferencetotheothercompanies’SproductionanddevelopmentplanninginthebeerbottleindustryKeyWords：Beerglassbottle；Potter5force；4P；SWOT西南交通大学硕士研究生学

8、位论文第1II页曼皇曼曼量鼍曼曼量曼曼曼量量曼曼

9、Ill

10、1．II皇曼曼曼曼鼍曼鲁皇曼蔓曼曼曼曼曼鼍曼曼曼曼量曼曼曼曼皇曼曼曼鲁量曼曼量曼曼曼曼皇曼皇曼曼曼曼目录第一章绪论⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯一11．1研究背景⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯l1．2研究目的和方法⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯