南阳天冠集团啤酒营销策略研究

随着人们生活水平的逐步提高和饮食习惯的不断改变, 我国啤酒工业得到迅猛发展。同时，啤酒行业也正在经受着优胜劣汰的市场竞争规则的洗礼。加入WTO后,中国的市场进一步开放,中国啤酒企业的市场运作手段也不断创新。本论文在综合营销理论的基础上,首先概述了我市天冠啤酒市场营销的现况并提出营销策略中存在的各种问题。其次,对造成南阳天冠啤酒的营销策略各种问题原因进行深层次剖析，利用SWOT分析法，分析该啤酒的优势、劣势及其面临的机遇与挑战。最后,在综合分析的基础上,结合国内外成熟的市场营销理论,对天冠啤酒提出相应的改进措施。
［关键词］天冠啤酒 营销策略 SWOT分析

The study on Nanyang Tianguan Beer Marketing Strategy
 
Abstract: As the increasingly enhance of people’s life standard and the change of dietary patterns, the domestic beer industry has been developed rapidly while been challenged by the market convention of survival of the fittest. And the marketing approaches has been greatly innovated after China‘s accession to WTO which means the domestic market to be more open up. Based on the synthesis marketing theory, the thesis summarizes the current situation of the Tianguan Beer’s marketing, and then finds out the problems that existing in its marketing strategies. Furthermore, by means of SWOT, it analyzes Tianguan Beer’s superiority and inferiority, and the opportunities and the challenges by deeply analyzing the reasons that lead to the problems. The last but not the least, it offers some measures to improve the current situation of Tianguan Beer according to the synthesis analyzing and relating to the mature marketing theories from home and aboard.
Key words：TianGuan beer；strategy；swot

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