MBA教育中心知识库

随着经济发展，消费结构转型对各市场都产生了深远的影响，啤酒市场也随 之变革。消费者对啤酒品质和口感的高要求推动了市场结构调整，从传统工业啤 酒向更精细、个性化的产品转变，体现了市场和消费者需求的变化。啤酒企业已 敏锐捕捉这些变化，且将市场营销置于更加重要的位置。他们知道，在当前市场环境下，一种有效的营销策略对于企业来说至关重要，因为它能助力企业在激烈的市场竞争中脱颖而出。营销策略的实施不仅关乎引导消费者需求，更直接影响 企业在市场竞争中的地位。只有通过制定合理的营销策略并有效地实施，企业才 能更好地满足消费者的需求，赢得他们的信任和忠诚，从而在激烈的市场竞争中 脱颖而出。因此，啤酒企业正积极应对市场变革，以合理的营销策略赢得优势。
本文旨在通过优化兰州黄河嘉酿啤酒有限公司啤酒营销策略，提升公司在市场上的竞争优势和市场份额。本文采用定性和定量相结合的研究方法，通过相关 概念和理论基础的分析，包括 7Ps 营销理论和精准营销理论，以及各种分析工具 如 PEST 分析法、波特五力分析法，为研究提供理论支持。通过调查问卷的设计和 实施，以及描述性统计分析问卷信息，获取现行营销策略的调查结果，并分析存在的问题。同时，以对兰州黄河嘉酿啤酒有限公司的啤酒营销环境进行宏观和微 观环境分析为基础，针对现行营销策略存在的问题，提出了基于 7Ps 的营销策略 改善措施。
通过研究，本文认为，企业可以通过优化产品组合、加强价格监管、集中优 势资源拓展优势渠道、完善促销政策且保证政策落实、改善包装设计、加强人员 培训、优化服务过程等方式改进营销策略，为了确保营销策略的改进能够顺利进行，同时从组织、制度、人员方面制定了保障措施。本文的成果可为类似行业的 企业提供借鉴和参考，促进行业的可持续发展。

With  the  development  of  the  economy,  the  transformation  of consumption structure has had a profound impact on all markets, including the beer market. The high requirements of consumers for beer quality and taste  have  promoted  market   structure   adjustments,  changing  from traditional  industrial beer to more refined  and  personalized products, reflecting the changes of the market and consumer needs. Beer companies have already keenly captured these changes and placed marketing in a more important position. They   know  that in the current market environment, an effective marketing strategy is crucial for enterprises, as it can help it stand out in fierce market competition. The implementation of marketing strategies is not only about guiding consumer demand but also directly  affects a company's  position  in  market  competition.  Only  by formulating and implementing reasonable   marketing  strategies can companies better meet consumer needs, win their trust and loyalty, and thus stand out in fierce market competition. Therefore, beer companies are actively  responding  to  market  changes  by  winning  advantages  with reasonable marketing strategies.
This paper aims to enhance the competitive advantage and market share of Lanzhou Huanghe Jianiang Brewery Co.,Ltd. by optimizing its marketing  strategies.  It adopts a combined qualitative  and  quantitative research  methodology.  Through  the  analysis  of  relevant  concepts  and theoretical foundations, including the 7Ps marketing theory and precision marketing theory, as well as various analytical tools such as PEST analysis and Porter's Five Forces analysis, it provides theoretical support for the research. By designing and implementing a survey questionnaire, as well as   conducting descriptive statistical analysis    of the questionnaire information,  the  current marketing strategies are obtained,  and  the problems existing are analyzed. At the same time, based on the macro and micro environmental analysis of the marketing environment of Lanzhou Huanghe  Jianiang  Brewery  Co.,Ltd.  ,  and  the  proposed measures for improving the marketing strategy based on the 7Ps are put forward to address the problems existing in the current marketing strategy.
Through the study, the author believes that enterprises can improve their marketing strategies by optimizing product portfolios, strengthening price  regulation,  concentrating on expanding  advantage  channels  with superior resources,  perfecting  promotion  policies  and  ensuring  policy implementation,  improving  packaging  design,  strengthening  personnel training, optimizing service processes, etc. In order to ensure the smooth implementation of marketing strategy improvements, measures have been formulated  from the organizational, institutional, and personnel perspectives. The results of this study can provide reference and guidance for  similar  enterprises  in  the  industry  and  promote  the  sustainable development of the industry.