超低度白酒产品策略研究

洋河酒厂超低度白酒产品的策略研究二O一O年十月i摘要本文的研究源于作者对国内大型商超和白酒专卖店的日常调查。在调查中发现，在中国的白酒市场，30度以下的白酒产品凤毛麟角，主要为日本和韩国的产品，没有发现任何一款国产的品牌。同时在作者和白酒企业工作的员工和同学的沟通中，了解到目前在中国白酒企业中，白酒的度数一般在35度以上，各白酒企业的产品之间相似性较高，类似于美国的可口可乐和百事可乐，产品之间的差异性并不大，消费者认同的只是企业品牌，而不是产品本身。针对这一现状，作者查询了许多与中国相邻的国家白酒的消费情况，发现与国内的白酒消费具有明显的差异，在日本、韩国这两个与中国相邻的国家中30度以下的白酒产品占据了大部分国内的白酒市场。因此我们有理由相信随着中国经济的发展，创建30度以下的超低度白酒品牌将迎合客户市场的需要。本文通过对江苏洋河酒厂的深入调查，分别对企业的产品策略、市场定位、发展战略等方面的研究，提出了基于现有产品的产品创新体系——超低度白酒产品设计。我们相信如果企业没有产品创新的话，现有的白酒企业是很难超越茅台、五粮液、剑南春在白酒市场的垄断地位的。因此洋河酒厂要走出江苏、走进全国、走向世界，必须对原有的产品体系进行改良和创新。运用市场细分理论，在新的市场中占据开拓者的地位。本文共分为六个章节。第一章主要阐述论文研究的背景、内容、意义，第二章叙述了文章应用的相关理论，第三、四两章分别从洋河酒厂的概况、经营策略、产品策略和经营现状进行研究。第五章是文章的核心，提出了针对洋河酒厂的超低度白酒产品设计。第六章主要是洋河酒厂超低度产品的实施保障。关键词：超低度白酒产品企业品牌产品创新市场细分理论iiAbstractThisresearchbasedonthedailyinvestigationofwhitespiritsinlargeemporium.Wefindthatmanywhitespiritsbelow30%alcoholareproducedbyJapanandCorearatherthanChinainChinesespiritsmarket.Chinesespiritsnormallycontainup35%alcoholandmanyproductionshavelittledifferencessuchasCocaColaandPepsiintheAmerica.Itseemsthatconsumerstendtoidentifywiththebrandratherthantheproductsitselves.Duetothis,weinvestigatetheconsumecircumstanceofwhitespiritsinmanyadjacentcountriestoChinaandfindsomesignificantdifferencesbetweenthem.Forexample,inJapanandCoreamuchofthewhitespiritsmarketwastakenbywhitespiritswithbelow30%alcohol.Consequently,webelievethattherewouldbeagreatmarketforcreatingChinesespiritsbrandwithlow-alcoholliquor(below30%alcohol)withthedeepeningofChineseeconomicreforms.Basedonthedeepinvestigationandresearchinproductsstrategies,marketorientationanddevelopmentstrategies,wedeveloponeinnovativesystemfromtheexistingproduct–thedesignofsuper-low-alcoholliquorbrand.ItisverydifficulttoexceedthemonopolystatusofmarketfromsomeChinesefamouswhitespiritsbrandssuchasMaotai,Wuliangye,Jiannanchunifthereisnosignificantcreativities.Hence,theYanghedistilleryhastochangeandreformtheiroriginalproductsystemsinordertogooutofJiangsu,Chinaandfinallyreachtheworld.Alsoitcantakeuptheexploiterdegreeinthenewmarketthroughmarketsegmentstheory.Thisarticledividesintosixchapters.Inthefistchapter,itmainlyexpatiatesonarticle’sresearchbackground,content,purport.Thesecondchapterexpatiatesonarticle’scorrelationtheory.Inthethirdandfourthchapter,westudytheyanghedistilleryenterprisesurvey,businessstrategy,productstrategy,managementstatus.Thefifthchapteristhecoreofthearticle.Inthischapter,itmakespolicydecisionsaboutthedesignofthesuper-low-alcoholliquorproductforyanghedistillery.Andthesixthchaptermainlyexpatiatetheguaranteeforyanghedistillery’ssuper-low-alcoholliquorproduct.Keywords:super-Low-alcoholliquorproduct,enterprisebrand,productinnovation,marketsegmentstheoryiii目录第1章绪论.....................................................................................................................................11.1研究背景............................................................................................................................11.2研究内容............................................................................................................................21.3研究意义............................................................................................................................2第2章理论综述.............................................................................................................................32.1产品经营与市场细分.......................................................................................................32.2产品开发与产品设计.......................................................................................................4第3章洋河酒厂经营环境分析.....................................................................................................73.1宏观环境分析...................................................................................................................73.1.1政治和法律环境...................................................................................................73.1.2社会和文化环境...................................................................................................83.1.3自然与技术环境...................................................................................................93.1.4人口与经济环境.................................................................................................103.2竞争环境分析.................................................................................................................103.2.1行业内的竞争能力.............................................................................................103.2.2潜在进入者的进入能力.....................................................................................113.2.3替代品的替代能力.............................................................................................123.2.4购买者的讨价还价能力.....................................................................................133.2.5供应商的讨价还价能力.....................................................................................133.3客户需求分析............................................................................................................