【作者】 杨军；

【导师】 郝心华；

【作者基本信息】 西北大学 ， 工商管理， 2011， 硕士

【摘要】 陕西市场是全国生产果味啤酒最早的省份之一。果啤作为啤酒类产品的一项重要类别年销售量约为22.5万吨,市场中主流销售品牌有汉斯、蓝马、金威。由于众多厂家的参与和重视,果味啤酒作为啤酒的一个重要类别在陕西地区迅速发展,赢得了广大消费者的青睐。在各大啤酒企业的引导下,陕西果味啤酒市场总容量逐年大幅增加,但随之而来的是激烈的竞争环境。论文在分析市场环境的基础上提出陕西蓝马啤酒有限公司果味啤酒的市场营销策略。论文从市场营销学的观点,按照现代市场营销理论框架,完整地论述的陕西蓝马公司果啤营销策略。首先对陕西市场状况进行了详尽地分析,从企业自身情况到市场中主要竞品的情况,从影响行业的相关政策到替代品情况,以及从蓝马公司的产品、渠道、价格、促销到竞品果啤的各个方面。除了根据行业经验进行总结概括外,还进行了行业专家访谈、消费者调查,力图使论文翔实科学。在对市场进行研究分析的基础上进一步对市场进行了细分,提出了蓝马果啤营销策略。蓝马果啤营销策略从企业果啤发展方向到新产品开发,从渠道策略到价格策略,以及促销策略都进行了规划。论文对陕西蓝马公司下一步的工作具有现实指导意义。论文提出将陕西蓝马啤酒公司打造为一家专业果啤生产企业,树立蓝马果啤陕西市场第一品牌的目标。指出通过系统化和规范化地品牌运作,使蓝马果啤品牌形象更更有利于果味啤酒发展,更贴近于果味啤酒目标消费群。进一步巩固蓝马果啤市场地位,使蓝马果啤在关中地区形成良好地口碑效应。最大限度的发挥“蓝马”品牌在果啤上的竞争优势。更多还原

【Abstract】 Shaanxi is the earliest province to produce fruit-flavored beer. The annual sales of fruit-flavored beer is about 225,000 tons which there are Hans、landmark、Kingwey as the three main brands in the market. Fruit-flavored beer is an important category of beer in the rapid development in Shaanxi Province, welcome by many consumers. Fruit-flavored beer market increased significantly year by year, but followed by a fierce competitive environment. The Paper in the analysis of market conditions based on Shaanxi provides gives the Fruit-flavored beer marketing strategy of landmark Brewery Co., Ltd.The Paper from the marketing point of view, in accordance with the theoretical framework of modern marketing, makes a full discussion of the Fruit beer of the Landmark’s marketing strategy in Shaanxi province. In addition to the industry experience, but also conducted interviews with industry experts, consumer surveys, to try to make detailed scientific papers. The landmark marketing strategy of fruit-flavored beer planned for the Goal of the Enterprise Development, new product development, channel strategy, pricing strategy and promotional strategy which is a practical guide Of Shaanxi Landmark Brewery Co., Ltd..The paper proposed for the landmark to create a professional fruit-flavored beer manufacturer, to Create first-class brand in fruit-flavored beer field.更多还原