【作者】 张静；

【导师】 吴宗杰； 张志新；

【作者基本信息】 山东理工大学 ， MBA， 2015， 硕士

【摘要】 SKFJ酒业有限公司坐落在儒家文化的发源地山东济宁,主要以白酒生产为主业,曾经一度创造了辉煌的销售历史。但是随着公司经过高速发展的时期,进入平稳发展期,其一度强调文化对销售的影响力,其营销策略逐渐呈现单一化趋势,与国内、省内一些知名白酒企业的竞争没有明显的特色优势。尤其是曾经过于强调广告效应,使得SKFJ酒业在品牌包装、新产品开发、营销渠道的构建上存在一些丞待解决的问题,原有消费者对品牌的忠诚度下降,开拓市场领域不足。本文主要以市场营销为理论基础,通过对当地具有一定知名度和影响力的白酒企业为研究对象,运用营销理论知识,采用实地调研、高层访谈、比较分析、问卷调查、模糊评价等方式方法,对当前企业的营销策略进行诊断,找出问题,进行实证分析和研究,首先根据SKFJ酒业市场营销策略,构建指标评价体系,通过模糊评价得出分析结果。然后对本公司营销环境进行分析,主要采用PEST模型分析宏观环境、波特五力模型进行行业环境分析、SWOT进行内部环境分析,最后对其营销策略进行优化,并制定支撑保障体系,从而为企业开启新的市场营销之路。更多还原

【Abstract】 SKFJ wine industry Co.Ltd is located in the birthplace of Confucius culture in Shandong Jining. Mainly in the production of liquor industry, once created brilliant sales history.But with the company through a highly development, entered a stable period of development, its once emphasize culture to the sales force,its marketing Strategy gradually appears a single trend.There is no obvious advantage of the characteristics and the domestic some well-known liquor enterprise competition. Especially used to put too much emphasis on the effect of advertisement,make SKFJ wine exist some problems in brand packaging,new product development and marketing channel.Drop the original consumer loyalty develop the market domain problem.The paper mainly based on marketing theory,based on the local has certain wellknown and influence of liquor enterprises as the research object.The use of heoretical knowledge of marketing,using the method offield Research, interviews,comparative analysisquestionnaire survey,diagnosis of the current enterprise marketing strategy,find out the most urgent problems,analysis and researching.Firstly,according to the marketing strategy of SKFJ wine market,the construction of evaluation index system,fuzzy evaluation analysis results obtained by.Then,on the company’s marketing environment analysis,mainly uses the PEST model to analyze the macro environment industry environment analysis of potter’s five force model,SWOT analysis of the internal environment.Finally,the marketing Strategy optimization,and formulate supporting system,thereby opening the new marketing way for enterprises.更多还原