论文0205

分类号____________密级UDC编号10520硕士学位论文天福太岁保健酒营销策略研究:指导教师姓名、职称:吴英娜副教授学科门类：管理学专业名称：工商管理硕士入学时间：二〇一四年九月二〇一六年一月二十日TianfuputtinghealthwineservicemarketingstrategyresearchXXXJanuary20,2016摘要1摘要随着21世纪的到来，国民经济发展较快，服务业对于各大企业在当前市场竞争中起到很重要的作用，营销理念逐渐得到企业界和学术界的重视。当前服务营销活动已经在企业中得到很大的推进，各种新颖的营销模式出现，使得营销范围有了进一步的扩大。本文是研究太岁酒的营销策略，研究重点之处在于正确找到太岁酒营销中问题所在，及造成这些营销问题的原因所在，并且还要保证所寻找的问题和原因准确性可进行评估。当前局势，产品理念创新是基于市场接受为基础的，由于中国传统思想根深蒂固，对新的理念接受较慢，很难开拓新的市场，企业在经营上步履维艰。对此，本文在以上背景下，以太岁酒的营销策略为研究对象，结合企业新研发产品的营销环境的特殊性，应用营销理论，对企业当前的营销环境和服务营销策略，并结合企业营销的组织结构，进行了系统分析，对企业制定的营销策略提出了具体的改进建议，目的是希望企业的管理营销水平上升到一个新的高度，为改善企业的自主创新性创造了条件，规划营销战略，增强整个行业的战斗力。本文的难点之处是如何保证调研结果的科学性和准确性，因为依据这些调研实际数据和资料，我们才能对目前营销策略的不足之处提出改进建议。希望能为太岁酒企业的发展贡献一份微薄之力，以提升企业的管理营销水平，另一方面，太岁酒为众多保健酒企业营销体系的完善和营销策略的成型提供了前车之鉴，同时为改善企业的自主创新性创造了条件。关键词：太岁酒；营销；策略AbstractIIAbstractWiththeadventofthe21stcentury,therapiddevelopmentofnationaleconomy,servicesforcompaniesplayaveryimportantroleinthecurrentmarketcompetition,theservicemarketingconceptgraduallygettheattentionoftheindustryandacademia.Thecurrentservicemarketingactivitieshavebeengreatadvanceintheenterprise,allkindsofnewservicemarketingpattern,makesthescopeofservicesmarketinghasfurtherexpanded.Thispaperisthestudyoftraditionalwineservicemarketingstrategy,researchemphasisliesincorrectlytofindtheproblemintraditionalwinemarketing,andthecausesofthesemarketingproblems,andensuretheaccuracyofthecausesoftheproblemsandsearchforassessment.Isbasedonthecurrentsituation,theproductconceptinnovationbasedonthemarkettoaccept,duetoChina'straditionalthought,thenewideatoacceptaslower,itishardtodevelopnewmarkets,stumbledontheenterpriseinthebusiness.,basedontheabovebackground,theethericagedwineservicemarketingstrategyastheresearchobject,combinedwiththeenterpriseresearchanddevelopmentofnewproductsoftheparticularityoftheservicemarketingenvironment,theservicemarketingtheory,totheenterprise'scurrentservicemarketingenvironmentandtheservicemarketingstrategy,combinedwiththeenterpriseservicemarketingorganizationalstructure,thesystemanalysis,servicemarketingstrategyoftheenterpriseputforwardspecificSuggestionsforimprovement,thehopeisthattheenterprisemarketingmanagementleveltorisetoanewlevel,createconditionstoimprovetheindependentinnovationofenterprises,planningservicemarketingstrategy,toenhancethecombateffectivenessofthewholeindustry.Inthispaper,thedifficultyishowtoensurethescientificresearchresultsandaccuracy,becauseonthebasisoftheseresearchdataandactualdata,wecanmakethedeficienciesinthecurrentmarketingstrategyputforwardSuggestionsforimprovement.Hopetomakeourcontributiontothetraditionalwineenterprise'sdevelopment,inordertoimproveenterprise'smarketingmanagementlevel,ontheotherhand,traditionalwineformanyhealthwineenterpriseservicemarketingsystemofperfectandformingprovidesexperienceofservicemarketingstrategy,andcreateconditionstoimprovetheindependentinnovationofenterprises.Keywords:traditionalwine;Servicemarketing;strategy目录目录摘要..............................................................................................................................1ABSTRACT........................................................................................................................1导论..............................................................................................................................3一、选题背景...................................................................................................................3二、文献综述...................................................................................................................3三、研究目的及意义.......................................................................................................5四、研究内容及方法.......................................................................................................6第一章相关理论基础......................................................................................................7第一节目标市场细分营销理论.....................................................................................7第二节市场营销组合4P理论......................................................................................8第二章天福太岁保健酒营销现状分析............................................................................第一节保健酒行业的现状与动态...................................................................................第二节湖北泰一生物技术公司简介...............................................................................第三节天福太岁保健酒现有营销策略...........................................................................一、产品策略...............................................................................................................二、价格策略...............................................................................................................三、渠道策略...............................................................................................................四、促销策略...............................................................................................................第三章天福太岁保健酒营销策略存在的问题及原因分析............................................第一节天福太岁保健酒市场营销中存在的问题.