欢迎来到天天文库
浏览记录
ID:32224244
大小:1.80 MB
页数:44页
时间:2019-02-01
《珠江啤酒广东营销策略分析》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、AbstractIndustrialgrowthofthebeermarketinChinahasbeenrapidinthelastdecades.FacingahugeroomforgrowthoftheChinesebeermarket.notonlYmajordomesticmanufacturershaveacceleratedtheirdevelopmentpaceeventheintemationalgiantscametosharethis”thelastparadiseoftheworldbeerindustry¨!Withtheconti
2、nuousincreaseintheintensityofcompetition.industrialconcentrationiSincreasinginthedomesticbeermarket.alongwiththehomogenizationoftheindustry.HowtostandoutinanumberofriValstowinthemarketallthebeermanufacturersistheprimaryissuetosolve.Thispaperfirstanalyzestheimportanceandthebasisofas
3、tudyonenterprisedevelopmentstrategyfollowedbyadetailedanalysisofcharacteristicsoftheChinesebeerindustry,competitivelandscapeandthedevelopment仃endsofthemarketingmodel.Theconclusionsoftheanalysisare"competitionhomogenizationiscausedbyincreasingindustrialconcentration.Majormanufacture
4、rsaretryingtooccupymoremarketbyincreasingcapitalinvestment.AlthoughthenationalbeerconsumptioniSrising.theprofitsofanenterprisearegoingdownwards.咖ngthebeerbusinessinGuangdongProvinceasanexample,afterthemarketconditionsandcompetitionlandscapeareanalyzed.thecustomersinGuangdongProvinc
5、ehavebeencategorizedforfurtherstudy.BasedontheanalysisoftheoverallbeermarketinChina,n坞marketingstrategyofZhujiangBreweryCo..Ltd.inGuangdongprovinceiStakenasacasestudy.ThecurrentmarketingstatusofZhujiangBeerisanalyzedandthefindingsarefocusedonproducts,channels,promotion,andintemalop
6、eratingenvironment.ItiSconcludedthatunderthechallengingnationalbeerbusiness,ZhujiangBeerGrouphasnottakennecessarystepstoimproveproductstructure,changethelow-gradeimage,singlechannelmode,andweakincompetition.Asaresult,ZhujiangBeerGrouphaslessandlessmarketshare.Thetoolsusedforthisstu
7、dyincludecustomerbehavioralanalysis.4PStheoryandSWoTanalysis,etc.WiththesupportofSTPand4PStheory,therecommendationstoZhujiangBeerGroupare:ZhujiangBeerGroupshouldadoptadifferentiationstrategy,createauniquebrandwhichwillallowthecompanytostandoutintheChinesebeerindustryandachievegreat
8、erdevelopment.GuangzhouZhu
此文档下载收益归作者所有