【作者】 张静；

【导师】 梁艳；

【作者基本信息】 大连理工大学 ， 工商管理（专业学位）， 2013， 硕士

【摘要】 2012年中国白酒行业迎来了新的机遇和挑战,由于受到白酒塑化剂事件和中央“禁酒令”等政策的影响,受关注程度持续走高,白酒行业面临着重新洗牌的命运。对于新兴的白酒品牌来说,这将是一次难得的机遇,但是对于整个行业来说更是挑战。论文以S酒业公司为研究对象,深入分析S酒业公司的品牌营销现状,并根据公司的实际情况提出了相应的品牌营销策略,希望能为相似的白酒企业解决品牌营销问题提供参考。论文主要采用理论联系实际的分析方法,首先介绍了S酒业公司的概况,并为S酒业公司营销现状的调查制作了问卷,省内外共计发放300份(河南150份,其余150份平均分配在辽宁和河北两省份),其中,收回293份有效问卷。通过问卷调查,发现S酒业公司无论在广告宣传还是在产品包装等方面都未能给消费者留下深刻印象,公司营销存在过度依赖营销终端和促销、营销策略短期化等问题。针对这一现状,作者对S酒业公司品牌营销进行了分析,在充分掌握该公司的各项信息后,对S酒业公司的品牌定位、形象识别系统、品牌传播渠道、品牌的拓展和延伸以及客户忠诚度的提高等五个方面进行了重新设计,为S酒业公司实施品牌营销提供指导,并通过加强内部沟通、增加营销人员培训、加大产品创新力度和拓展网络营销渠道等措施为营销策略的实施提供保障。更多还原

【Abstract】 In2012the development of Chinese liquor industry ushered in new opportunities and challenges, affected by the liquor plasticizer event and the "Prohibition" policy, it is attracting attention of high degree. Liquor industry is facing reshuffle fate. For the new liquor brand, industry reshuffle is an opportunity, but is even more challenging for the whole industry. We make S wine company as the research object in our paper, analysis its brand marketing environment deeply basing on modern marketing theory, and according to the actual situation of company put forward the corresponding marketing strategy, we hope the similar companies can get the ways to solve the problem in brand marketing.We use the theory with practice in the paper. Firstly we introduce general situation of S wine company, and provide300questionnaires inside and outside the province (150in Henan province, and the rest150average distribution in Liaoning and Hebei two provinces), and we take back293valid questionnaires. Through the survey, we find that S wine company has failed to impress consumers in advertising and product packaging, there is excessive reliance on marketing terminal and sales promotion for the company, and its marketing strategy is short-term corporate marketing. In the view of this situation, we carries on the analysis to the S wine company brand marketing, and then we design new strategy for the company in full grasp of the information.It contains five aspects:brand positioning, image recognition system, brand communication channel, brand of S wine company’s expansion and improving customer loyalty. We provide guidance for the S wine company. And by strengthening the internal communication, increasing marketing personnel training, increasing product innovation and expanding the network marketing channels and other measures to provide guarantee for the implementation of marketing strategy to implement brand marketing.更多还原