【作者】 王华；

【导师】 贾志永；

【作者基本信息】 西南交通大学 ， 工商管理， 2005， 硕士

【摘要】 武汉市天龙黄鹤楼酒业有限公司的市场营销策略是传统营销理论和本地市场特色文化以及我国白酒行业的现状紧密结合的产物,自其正式运作以来已经在本地甚至周边市场取得了极大的成功,引起了业界的广泛关注和首肯。如何深入挖掘公司营销策略的内涵,探讨其中具有指导性的一般做法,是一个极具现实性的课题。 本文从这一动机出发,立足于黄鹤楼酒业的超常规、跨越式的发展轨迹,以管理学的有关经典理论为依据,全面介绍了黄鹤楼酒业的历史背景以及行业发展现状与前景;沿用消费者行为理论和市场营销理论的相关知识,重点分析、论述了公司的营销策略,包括产品策略、价格策略、渠道策略和促销策略,以及其它营销特点。针对黄鹤楼酒业在市场营销的策略制定与实施方面存在的问题与不足,文章提出相应的可行性的建议和对策,主要有:加大科技投入,强化基础理论研究;加强品牌管理,重视品牌营销;实行弹性营销;拓展绿色营销以及强化整合营销。 黄鹤楼酒业的发展之路在我国国有企业中具有典型性。如何科学地分析与总结这一个成功的案例,从中概括出一些具有规律性和指导性的企业经营管理经验以供借鉴,是一项很有价值的工作。本文的分析与论述根据企业的具体情况,因而具有很强的实践性:所得出的结论同样来源于实际,其政策的可操作性和指导性也具有现实意义。更多还原

【Abstract】 The marketing action of Wuhan TianLong Huanghelou wine Co.Ltd is closely connected with traditional marketing theory, the market culture of its own origin and the present situation of national wine trade. It has got great success at its origin and around from it runs formally, and it has been widely concerned and praised in the wine trade. How to grasp the true meaning of corporation marketing action and to discuss the general way of doing for direction, is a question with reality meaning.According to the related classical theory, and based on the unnormal and striding development of Huanghelou Wine, the dissertation introduces fully the history background of Huanghelou Wine , the present situation and foreground. The dissertation emphasizes on analyzing and discussing the marketing action of the corporation, including product tactics, price tactics, place tactics and promotion tactics, as well as other marketing characters. In accordance with the problems on making the tactics and operating of marketing action of Huanghelou Wine , the dissertation presents suggestion and way that can be realized. It mainly includes: adding investment on science and technology, strength on basic theory research; strengthen and emphasizing on product brand management; performing elasticity marketing; starting green marketing, and strengthen integrated marketing communication.The development of Huanghelou Wine Co.Ltd is typical in state-owned corporation. It is worth to analysis and conclude scientifically the successful case, so as to generalize some regular management experience and direct for corporation. Due to the analysis and discuss starts from the true condition, the dissertation ispractical. Due to the conclusion is drawn from practice, it can be operated easily andlend for direction in reality.更多还原