摘要崂山啤酒在青岛地区的品牌营销问题与对策研究摘要崂山啤酒在青岛地区一直处于一种坐山吃山的营销状况，由于啤酒品牌构建较早，销售较完全，并且许多青岛人都是喝着崂山啤酒长大的，不愿再换其他种类的啤酒。所以在青岛地区崂山啤酒几乎属于一种垄断的模式，不需要大力推广也有许多消费者来进行购买，基本不需要在青岛地区采用任何针对该地区的营销方法就可获利。但在竞争如此激烈的今天，不能靠产品的价格、质量等原始方法获取绝对的市场份额。崂山啤酒在青岛地区也是如此。现在市场竞争已经转嫁到了品牌竞争的层次之上，特别是啤酒的同质性特别高，消费者的决定就更趋据与品牌的层面，倘若崂山啤酒再不在品牌的营销方面下功夫，那么就很有可能给其他竞争对手出现攻击的空隙。本文结合崂山啤酒集团概况、崂山啤酒在青岛地区的市场调研环境以及面临的SWOT综合分析得出结论并提出解决方法。论文的论述步骤：第一部分写了绪论。提出本文的研究背景、意义及研究方法，提出了本文的研究路线。第二部分写了崂山啤酒集团的概况，以及现在崂山啤酒在青岛地区所面临的市场调研的情况。第三部分写了崂山啤酒面临的问题。第四部分则是解决方案。关键词：崂山啤酒，品牌，营销策略IAbstractAbstractLaoshanBeerstaysinasituationthatcalledliveoffthemountainwhereitshomeisallthetimeinQingdaodistrict.Becausethisbeerbrandwasbuiltveryearly,thedistributioniscomplete,togetherwithalotofpeoplewhogrewupwithdrinkingLaoshanBeer,mostofthepeoplearenotwillingtochangeanotherbrandofbeer.SoLaoshanBeerinQingdaodistrictisalmostinakindofmonopolisticmodel,sotherearealotofpeoplecomeandbuyitwithoutmuchpromotionofit,basically,itcangetprofitwithoutusinganymarketingmethodthataimsatcertainareainQingdaodistrict.Butnowadays,inthefiercecompetition,wecannotrelyontheprice,qualityandotherprimarymethodtogettheabsolutemarketshare.LaoshanBeerinQingdaodistrictlikesthat.Nowadays,themarketingcompetitionistransferredtoanotherlevelcalledbrandcompetition,especiallythebeers’qualityareallinahighlevel,thenthedecisionsofthecustomersaremoretendedtothebrandaspect,iftheLashanBeerdon’tmakemucheffectonthebrandmarketing,thenitcanleftagapforothercompetitorstoattack.ThisresearchcombinedtheoverviewofLaoshanBeerGroup,themarketresearchenvironmentonLaoshanBeerinQingdaodistrictandthefacingSWOT.Analysiscomprehensive,getstheconclusion,andgivesthesolution.Theexpoundapproach:thefirstsectionisintroduction.Itgivestheresearch’sbackground,meaningandresearchmethod,andgivesresearch’sroute.ThesecondsectionistheoverviewofLaoshanBeergroup,andthefacingmarketresearchsituationofLaoshanBeerinQingdaodistrict.ThethirdsectionisthefacingproblemsofLaoshanBeer.Theforthsectionisthesolution.Keyword:LaoshanBeer,Brand,MarketingStrategyII目录目录摘要.................................................................................................................................................IABSTRACT...................................................................................................................................II第一章绪论....................................................................................................................................11.1研究的背景与意义.................................................................................................................11.2文献综述.................................................................................................................................21.3研究内容与方法........................................................................................................
