论文摘要,那位英文高手帮忙翻一下,不要电脑翻得,谢谢啦,就这点分数全给了
来源:百度知道 编辑:UC知道 时间:2024/05/15 17:18:36
近几年来,中国经济稳步发展,为中国酒类发展提供了足够的空间,韩国真露是一家外资的酒类生产企业,公司的经营管理水平有待提高,营销策略有待完善。基于此,本文在营销理论的指导下,结合公司现有的营销策略,力图探索构建符合、适合现代市场经济环境的营销策略。
本文针对韩国真露酒业有限公司的实际情况,首先简单介绍了选题的背景与意义,其次从理论的角度出发,阐述了本文研究所运用的市场营销策略的相关理论,介绍了市场营销理论基础,介绍了4C策略和4P策略,这些理论的介绍,正是本文研究的工具.其次从酒类发展的动因入手,认真分析了酒类行业的分类,进而根据中国酒类的产品特点和产业特点对中国酒类市场的基本情况进行了分析。对影响我国酒类市场的因素进行了探讨。针对真露公司的实际情况,通过SWOT分析,逐步深入地分析了真露公司顾客、成本、沟通和便利方面的特点,提出真露公司经营中的存在的问题,对真露公司的目标市场的选择和营销观念进行了认真研究。并结合真露公司的实际情况提出了具有真露特色的营销组合策略。
本文的创新点如下1、对中国的酒类市场进行了市场研究。2、本文对真露提出了切合实际的营销组合策略,同时也对又有助于中国本土酒类企业借鉴。
关键词:酒类,市场分析,真露,营销策略
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