华北水利水电学院07级市场营销毕业论文-------(劲酒)“劲”在中原营销推广方案

华北水利水电学院毕业论文分类号编号华北水利水电学院NorthChinaInstituteofWaterConservancyandHydroelectricPower毕业论文题目“劲”在中原营销推广方案学院管理与经济学院专业市场营销姓名XXXXX学号2007XXXXX指导教师XXXXX2011年5月19日华北水利水电学院毕业论文I“劲”在中原营销推广方案摘要：保健酒在以前统称药酒，已有数千年的历史，是中国医药科学的重要组成部分。今天随着科学技术的进步，从中药浸酒传统工艺的基础上已发展到利用萃取、浸提和生物工程等现代化手段，提取中药中的有效成份制成高含量的功能药酒。当人们的保健意识日趋增强，一些药物成为食用保健品时，保健酒这一新名词便开始走红。随着社会经济的快速发展，生活水平不断提高，人民的保健意识也逐渐增强。保健酒作为酒类市场的细分产品，未来其滋补强身的功效必将引发市场的追捧，市场竞争也不可避免地进一步加剧。自古中原便是兵家必争之地，中国劲酒作为保健酒的第一品牌，中原市场更是必须把握的主流市场。本文首先对中国劲酒的外部环境进行分析，以大量翔实的资料分了保健酒行业的现状，接着对中国劲酒的竞争结构以及居于五种竞争力量的主要竞争对手进行系统分析，找出中国劲酒所面临的外部机会与威胁，然后对中国劲酒内部条件进行分析，发现公司的优势和劣势所在。在完成对中国劲酒所处的内外部环境分析的基础上，进行有效的市场定位，选择目标市场，提出了“劲”在中原的营销战略，制定出切实有效的营销策略组合：产品策略、价格策略、渠道策略、促销策略。最后，根据了解的信息对本次活动制定出合理的预算以及执行过程中可能面临的问题的合理控制策略。关键词：中国劲酒中原营销策略华北水利水电学院毕业论文IIPowerfulmarketingprogramintheCentralPlainsAbstract：Collectively,tincturebeforetianchunalreadyseveralthousandyearsofhistoryinChina,istheimportantpartofmedicalscience.Todaywiththescientificandtechnologicalprogress,fromTCMleachingwineonthebasisoftraditionalcrafthasdevelopedtouseextraction,leachingmentionandbiotechnologyextractmedicinemodernmethods,theeffectiveingredients.ThefunctionofhighcontentcointreauliqueurWhenpeople'shealthawarenessincreasinglystrengthens,somemedicinesforediblehealthproducts,thisprocessstartedtianchunbandwagon.Withtherapiddevelopmentofsocialeconomy,thepeople'sstandardoflivingrisesceaselessly,thehealthcareconsciousnessalsograduallystrengthened.Healthwineaswinemarketsegmentationproducts,theeffectofthefuturewilltriggernourishingbodyenthusiasts,marketcompetitionmarketcannotavoidfurtherintensifies.Sinceancienttimes,Chinacentralcommanderbattlegroundisthefirstconcretestrengthwineascentralplainsmarketbutalsomustgraspthebrandofthemainstreammarket.Inthispaper,first,theexternalenvironmentofChinesestrengthwineareanalyzed,withlargequantitiesofdatapointstheaccuratestatusquo,thenthewineindustryinChinaandthecompetitivestructurestrengthwinefivecompetitiveforcesinthemaincompetitionrivalssystemanalysis,findfacingChina'sstrengthwineexternalopportunitiesandthreatstoChina'sstrength,andthenanalyzed,wineinternalconditionsinthatcompany,advantageanddisadvantagelies.AfterfinishingtheChinesestrengthofinternalandexternalenvironmentwherealcoholbasedontheanalysisofthemarketorientation,effectively,choosetargetmarket,proposedstrengthofthemarketingstrategyinthecentralplains,makeapracticalandeffectivemarketingstrategycombinations:productstrategy,pricestrategy,channelstrategy,promotionstrategy.Finally,accordingtotheunderstandingofinformationonthisactivityformulaterationalbudgetandimplementationprocessmaybefacingtheproblemofreasonablecontrolstrategy.Keywords:China'sstrengthwinezhongyuanmarketingstrategy华北水利水电学院毕业论文目录摘要........................................................................IAbstract....................................................................II1选题背景及意义...........................................................11.1选题背景.............................................................11.2选题意义.............................................................12中国保健酒行业分析.......................................................22.1保健酒的定义.........................................................22.2保健酒市场规模.......................................................22.3保健酒行业的特征分析.................................................23中国劲酒宏观市场环境分析.................................................43.1政治和法律环境分析...................................................43.2经济环境分析.........................................................53.3社会文化环境分析.....................................................53.4产品技术分析.........................................................63.5自然环境分析.........................................................64中国劲酒郑州市场现状分析.................................................74.1产品现状分析.........................................................74.1.1产品覆盖率分析...................................................74.1.2产品知晓率分析...................................................74.1.3产品市场占有率分析...............................................84.2现有竞争者分析.......................................................84.3潜在的进入者分析.....................................................94.4替代品分析...........................................................95中国劲酒郑州市场SWOT分析...............................................105.1优势(Strengths).....................................................105.2劣势(Weakness)......................................................105.3机会(0pportunities).................................................105.4威胁(Threats).......................................................106“劲”在中原营销推广策略................................................11华北水利水电学院毕业论文6.1市场细分和市场定位..................................................116.1.1市场细分........................................................116.1.2目标市场选择....................................................116.1.3市场定位........................................................116.2营销目标............................................................116.3目标市场营销策略组合.............................