沈阳天江老龙口公司营销策略评析.docVIP

摘 要 沈阳天江老龙口酿造有限公司是沈阳市老龙口酒厂与新加坡TC公司合资组建的中外合资企业，是全国白酒行业第一家白酒生产的合资企业。 Abstract Shenyang Tian Jing old Longkou Brewing Company of Shenyang City Laolongkou wineries and Singapore T C joint venture company formed joint ventures enterprise is a well-known liquor production enterprises, as well as Chinas liquor industrys first liquor production joint ventures. With the good business development trend, many business enterprises and adopt a composite Diversified Marketing Strategies, operating and found some problems exist. In this case right Laolongkou companys marketing strategy analysis and the implementation of countermeasures research. In this paper, a target marketing strategy, product mix, brand and packaging strategies, pricing strategies, marketing strategies for the theoretical basis for market research collected by the material as the major argument. Shenyang days of Jiang Laolongkou marketing companies and the status quo to conduct a detailed analysis, Jiang days against Laolongkou companys marketing situation and the existing problems and propose appropriate solutions. Hope to the old days of Jiang Longkou bring some help. This paper is divided into a total of five parts : the old days of Jiang Longkou Company Profile, marketing theory outlined, Jiang days Laolongkou marketing environment, the old days of Jiang Longkou Marketing Strategy Status and Problems, Jiang days Laolongkou Marketing Analysis Keywords:Products; Product mix; Brand; Marketing channels; Marketing 目 录 引 言 1 1 天江老龙口公司概况 2 1.1 公司简介 2 1.2 公司获得的荣誉 3 1.3 公司的技术管理 3 1.4 企业精神 4 2 营销策略理论概述 5 2.1 目标市场策略 5 2.2 市场定位策略 6 2.3 市场竞争策略 7 2.4 营销组合策略 8 3 天江老龙口营销环境分析 11 3.1 宏观环境分析 11 3.2 消费者分析 12 3.2.1 消费者对白酒需求状况分析 12 3.2.2 喝酒主要人群特征分析 13 3.2.3 白酒消费状况特点 13 3.2.4 选择白酒价位的状况分析 15 3.3 竞争分析 16 3.3.1 现有的主要竞争者 16 3.3.2 潜在的竞争者分析 17 4 天江老龙口营销策略现状及存在问题分析 19 4.1 目标市场策略现状及存在问题分析 19 4.1.1 目标市场策略现状 19 4.1.2 目标市场策略中存在的问题 19 4.2 产品策略现状及存在的问题 19 4.2.1 产品策略现状 19 4.2.2 产品策略中存在的问题 21 4.3 价格策略现状及存在问题分