泰山生力源集团股份有限公司市场营销战略研究
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摘要
随着经济的不断发展和国民收入的逐年增长,居民消费水平日益提高,作为大众消费品的白酒,在国内的消费量也持续增长。但是中国白酒工业在不断发展的同时,也存在着激烈的竞争,面临着严峻的考验。消费者消费理性的增强以及日益激烈的市场竞争环境,更加需要白酒企业审时度势,充分思考外部环境因素和企业自身状况,以此来制定适合企业发展的营销战略,使企业在未来的市场竞争中更加具有竞争优势。
本文以市场营销的基本理论和方法为基础,综合运用管理学、会计学、人力资源、战略管理等学科的相关理论知识,结合笔者在酒水行业多年的工作经验,对山东泰山生力源集团股份有限公司的营销战略进行了实证研究。
论文分析了山东泰山生力源集团股份有限公司的内部条件和外部环境。其中,外部环境分析包括宏观环境分析、行业市场分析、五种力量模型分析。企业的内部分析包括企业的资源和能力分析,具体的营销现状分析等方面。指出了企业在市场竞争中的优势与劣势、机会与威胁。通过SWOT分析工具研究制定公司的营销战略。并指出还要从营销理念、内部管理、企业文化、营销队伍和客户关系管理等几个方面来保障营销战略的最终顺利执行。
市场是瞬息万变的,企业必须结合自身特点,把握市场动态,制定相应的市场营销战略,才能在激烈的市场竞争中求得生存与发展。山东泰山生力源集团股份有限公司的市场营销战略是一个动态、复杂的系统工程,其制定和实施还需要进一步深入地研究和探索。
With the rapid development of national economy and increase of GDP,The consumption level has been constantly improved,the consumption of white spirit has increased steadily.White spirit industry is still confronted with a severe challenge.Facing sharp market competition and the reality of rational consume,enterprises should make a correct assessment of the situation and think deeply the the external environment,work out a marketing strategy suitable for them,win more advantages in future competitions.
In exploring the strategy of Taishan ShengLiyuan group,I am using some common methodologies:SWOT analytical method,the combination of theory and practice,the coalescent of qualitative analysis and quantitative analysis,etc.the paper is based on marketing theory and methods,applying management,accounting,human resources,strategy management and relative knowledge.Combining the writer's working experiences,conduct substantial research on the strategy of Taishan ShengLiyuan group.
The paper analyzed its internal environment and external environment.The external environment analysis including macro-environment analysis,microenvironment analysis and five-forces mode analysis.The internal environment analysis including its resources,ability and present marketing situation.The paper pointed out its strengthes,weaknesses,opportunities and threats,worked out an marketing strategy.It also pointed out that we should do well in such aspects as marketing concept,internal management,corporate culture,marketing troops and CRM etc.to guarantee the marketing strategy be carryed out smoothly.
Market is changing constantly.Enterprise must combine its own characteristics, grasp market trend,make a corresponding marketing strategy.only in this way,can it suivive and develop in cut-throat market competition.The marketing strategy of Taishan ShengLiyuan group is a changing,comprehensive and systematic object,further research and exploring should be needed.
本文以市场营销的基本理论和方法为基础,综合运用管理学、会计学、人力资源、战略管理等学科的相关理论知识,结合笔者在酒水行业多年的工作经验,对山东泰山生力源集团股份有限公司的营销战略进行了实证研究。
论文分析了山东泰山生力源集团股份有限公司的内部条件和外部环境。其中,外部环境分析包括宏观环境分析、行业市场分析、五种力量模型分析。企业的内部分析包括企业的资源和能力分析,具体的营销现状分析等方面。指出了企业在市场竞争中的优势与劣势、机会与威胁。通过SWOT分析工具研究制定公司的营销战略。并指出还要从营销理念、内部管理、企业文化、营销队伍和客户关系管理等几个方面来保障营销战略的最终顺利执行。
市场是瞬息万变的,企业必须结合自身特点,把握市场动态,制定相应的市场营销战略,才能在激烈的市场竞争中求得生存与发展。山东泰山生力源集团股份有限公司的市场营销战略是一个动态、复杂的系统工程,其制定和实施还需要进一步深入地研究和探索。
With the rapid development of national economy and increase of GDP,The consumption level has been constantly improved,the consumption of white spirit has increased steadily.White spirit industry is still confronted with a severe challenge.Facing sharp market competition and the reality of rational consume,enterprises should make a correct assessment of the situation and think deeply the the external environment,work out a marketing strategy suitable for them,win more advantages in future competitions.
In exploring the strategy of Taishan ShengLiyuan group,I am using some common methodologies:SWOT analytical method,the combination of theory and practice,the coalescent of qualitative analysis and quantitative analysis,etc.the paper is based on marketing theory and methods,applying management,accounting,human resources,strategy management and relative knowledge.Combining the writer's working experiences,conduct substantial research on the strategy of Taishan ShengLiyuan group.
The paper analyzed its internal environment and external environment.The external environment analysis including macro-environment analysis,microenvironment analysis and five-forces mode analysis.The internal environment analysis including its resources,ability and present marketing situation.The paper pointed out its strengthes,weaknesses,opportunities and threats,worked out an marketing strategy.It also pointed out that we should do well in such aspects as marketing concept,internal management,corporate culture,marketing troops and CRM etc.to guarantee the marketing strategy be carryed out smoothly.
Market is changing constantly.Enterprise must combine its own characteristics, grasp market trend,make a corresponding marketing strategy.only in this way,can it suivive and develop in cut-throat market competition.The marketing strategy of Taishan ShengLiyuan group is a changing,comprehensive and systematic object,further research and exploring should be needed.
引文
[1]http://www.shcngliyuan.com.cn
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[4]山东泰山生力源集团厂志.2000
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[6]新食品,www.forgood.com.cn
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[10]中国酿酒工业协会主办.华夏酒报.白酒专刊.2000-2003年
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[13]第一营销网.www.cmmo.on
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[19]中国营销传播网.www.emkt.com.cn
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[22]中国信息产业网.www.cnii.com.cn
[23]郑小明编著.人力资源管理导论[M].北京:机械工业出版社.2005
[24]陈祝平.服务市场营销[M].东北财经大学出版社.2002
[25]阎剑平.服务营销[M].中国纺织出版社.2003
[26]汤姆·邓肯.整合营销传播[M].中国财政经济出版社.2003
[27]许德昌.服务营销管理[M].西南财经大学出版社.2005.6
[28]中国经济信息网
[29]中国统计信息网
[30]中国商业网
[31]中国白酒信息网
[2]胡正明.市场营销学[M].山东人民出版社.2002
[3]菲利普.科特勒著.梅清豪译.市场营销管理[M].(亚洲版).北京:中国人民大学出版社.2003.6
[4]山东泰山生力源集团厂志.2000
[5]迈克尔A.希特著.吕巍译.战略管理[M].北京:机械工业出版社.2003.3
[6]新食品,www.forgood.com.cn
[7]酒海观潮,www.goldsword.com.cn
[8]迈克尔·波特.竞争战略[M].华夏出版社[M].2001年版
[9]朱明侠.竞争性营销战略[M].对外经济贸易大学出版社.2002
[10]中国酿酒工业协会主办.华夏酒报.白酒专刊.2000-2003年
[11]杨光.迈克尔·波特.解析差异化战略[J].中外管理.2004(7)
[12]万后芬.现代市场营销学[M].中国财政经济出版社.2002
[13]第一营销网.www.cmmo.on
[14]白继洲.营销管理实务[M].广东经济出版社.2003
[15]唐·舒尔茨著.吴磊译.市场营销整合[M].北京:中国水利水电出版社.2004.1
[16]王延才.中国白酒行业发展报告.酿酒科技.北京:2004.1
[17]万兴贵.营销2005中国酒业的十四大命题.中国营销传播网.2006
[18]吴健安.市场营销学[M].高等教育出版社.2000
[19]中国营销传播网.www.emkt.com.cn
[20]Michael A Hitt,Robert E Hoskisson.Strategy Management.International Thomson Publishing,1999:127
[21]李蔚.论市场营销在资源配置中的作用.工厂管理[N].2001.6
[22]中国信息产业网.www.cnii.com.cn
[23]郑小明编著.人力资源管理导论[M].北京:机械工业出版社.2005
[24]陈祝平.服务市场营销[M].东北财经大学出版社.2002
[25]阎剑平.服务营销[M].中国纺织出版社.2003
[26]汤姆·邓肯.整合营销传播[M].中国财政经济出版社.2003
[27]许德昌.服务营销管理[M].西南财经大学出版社.2005.6
[28]中国经济信息网
[29]中国统计信息网
[30]中国商业网
[31]中国白酒信息网