水井坊营销战略分析

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1、西南交通大学硕士研究生学位论文第11页ABSTRACTAsatraditionalindustry,Chineseatcoholindustryhasenteredintotheconditionofover．0fieringafteralongdurationofrapiddevelopment，Inwhichtheproductsha、’esolessdifferencethattheindustrycompetitionbeingveryintense．Comparedujththeenterpriseswhichproducethesubstitute

2、sofChinesealcohoJfromotherindustries．mostChinesealcohoIenterpriseshavealongdistanceinaspectofmanagementIevelandmarketingcompetitionability,amongwhichthemainquestionbeingaboutmarketingmanagement，especiallymarketingstrategy，whichbethebasisofdecidingthedirection，routeandmethodoftheente

3、rprisemarketingdevelopment．BytheeyeofShuijingfang，thethesisresearc：honthemarketingstrategyofChinesealcoholindustry,especiallyofChinesetopgradeaIcoholbrand．theresearchhasaveryimportantrealityrolewithintegratingtheresoRrcesofChinesealcoholindustry,maintainingtheindustryorderandpromoti

4、ngthedevelopmentoftheenterpriseswhichproducefamousbrandChinesealcoh01．Onthebasisofstudyingthelatestmarketingtheories．thethesishasposedthemarketingdecisionmodel，andmadeasystematicsummeryonthecontentsandresearchmethodsofmarketingstrategysystem，whichcouldmakeasignificantreferenceforthe

5、marketingmanagementofChinesealcohoIenterprises．Dependingonagreatdealoffactsandsecondmaterials，thethesisanalysisthoroughlythepresentconditionofShuijingfang，evenofthewholeChinesealcoholindustry,furthermore．thewritermakeallobjectivevaluationonthetotaIcompetitionabilityofShuijingfang，an

6、dontheconsumingtendencyofChinesealcoh01．ThethesisposesthatShuijingfanghasenteredthegrown．uDdurationaftertheinitialstage，themarketingstrategyshouldcomplywithitsproducelifestage，andsuggestthattheShuijingfangcompanyshouldmakethecustomer’SneedsandthemarketcompetitionasthecanterofalImark

7、etingdecision，toadjustthemarketpositioningofShuijingfangbrand，andchoosethedense-permeatingincreasingstrategyanddifferent-centralizingcompetingstrategy．ThethesisposesthesystematicsuggestionsaboutthemarketingmixofShuijingfang，especiallythefactorofplacemodel．．whichcouldofferpracticalre

8、fercnceforthemarket