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哈尔滨啤酒S有限公司营销策略分析.pdf
文档介绍:
(工商管理硕士)
哈尔滨啤酒 S 有限公司营销策略分析
AN ANALYSIS ON MARKETING STRATEGY OF HARBIN S
BEER BREWERY CO.LTD

申慧军

















2008 年 11 月
国内图书分类号:F713.56
国际图书分类号:339.138


工商管理硕士学位论文

哈尔滨啤酒 S 有限公司营销策略分析











硕士研究生:申慧军
导师:李东教授
申请学位:工商管理硕士
所在单位:哈尔滨啤酒有限公司
答辩日期:2008 年 11 月
授予学位单位:哈尔滨工业大学
Classified Index: F713.56
U.D.C.: 339.138


A Dissertation for the Degree of MBA


AN ANALYSIS ON MARKETING
STRATEGY OF HARBIN S BEER
BREWERY CO.LTD









Candidate: Shen Huijun
Supervisor: Prof.Lidong
Academic Degree Applied for: Master of Business Administration
Affiliation: Harbin Beer Brewery Co.Ltd
Date of Defense: November , 2008
Degree-Offering-Institution: Harbin Institute of Technology
哈尔滨工业大学工商管理硕士学位论文
摘要
啤酒行业属于快速消费品行业,具有明显的规模经济的特点,是我国
竞争最激烈的行业之一。近些年行业整合的步伐越来越快,小规模企业的
生存空间越发狭小,目前属于强者横强的时代。企业间的竞争已经上升到
战略层面,是以寻求企业战略优势和可持续性发展为目的的。
文章以哈尔滨啤酒 S 有限公司的营销策略为主要的研究内容,首先对
中国及黑龙江省啤酒行业的宏观环境和行业竞争状况等方面进行了系统的
分析,然后运用 SWOT 分析法、竞争态势和生产能力对比法对黑龙江南部
的啤酒市场和哈尔滨啤酒 S 有限公司进行了详细分析,提出了哈尔滨啤酒
S 有限公司面临的机遇和威胁,分析了哈尔滨啤酒 S 有限公司的营销管理
现状和产生的问题,在此基础上提出了哈尔滨啤酒 S 有限公司的营销策略,
并提出了实施该营销策略的具体方法和保障措施。
在论文的写作过程中,运用了大量的数据和图表等,对哈尔滨啤酒 S
有限公司营销策略的制定及实施提出了自己见解,相信对黑龙江南部的啤
酒市场及相关企业有一定参考价值。

关键词市场营销;行业分析;营销策略








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哈尔滨工业大学工商管理硕士学位论文
Abstract
The beer industry belongs to the fast consumer goods industry, and has
distinctly the characteristics of economic scale, and is the fiercest industry in
terms petition in our country. In recent years the step of industry
integrity is faster and faster, industry convergence is clearer the living space for
small-scale brewery enterprises is limited, the times that present winners
e more essful ing. petition already upgraded to
strategy level, and it's main purpose is to petitive advantages and
enterprise's sustainable development.
This artical takes the marketing strategy of Harbin S Beer Brewery Co.
Ltd as to study a contents.First to the macroscopic environment of China and
the Hei Long Jiang province beer industy and pete condition etc.
carried on the analysis of the system, then make use of SWOT analysis method,
compete a situation and produce the ability contrast a method to the carried on
detailed analysis, putting forward Harbin S Beer Brewery Co.Ltd face of
opportunity and threat, analyzed Harbin S Brewery Co.Ltd marketing
management present condition and problem, on this foundation put forward the
marketing total strategy, and put forward carry out strategic concrete strategy
and guarantee measure.
In the paper writing process, has utilized the massive data and the graph
and so on, proposed to the Hei Long Jiang beer marketing strategy and the
implementation own opinion, believed has the certain reference value to the
Harbin S Beer Brewery Co. Ltd and the corr 内容来自淘豆网www.taodocs.com转载请标明出处.
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