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刊物期号: 201608

彝族燕麦酒营销的市场研究——以拉玛酒业为例(133)

作者: 吴俊英

地址:成都师范学院,四川 成都 邮编:611130
摘要 彝族燕麦酒选取的样本为拉玛酒业,通过搜集资料、调研数据、调查市场等,定性与定量相结合研究。首先从彝族燕麦酒市场环境研究入手,分析三个方面:一是着眼于环境分析,对经济环境、行业环境 、自然条件、人口因素、科技手段、社会文化、政治法律环境等因素分别分析;二是对同品类、同地域、同价位条件下的竞争者作分析;三是对消费者的消费行为模式、消费渠道选择及消费群体描述作分析。然后对拉唛燕麦酒发展进行SWOT分析,建议企业采用SO战略,即扩张性战略,结论核心即拉玛酒业对营销文化战略的构建迫在眉睫。
关键词 彝族; 燕麦酒; 市场研究; 拉玛酒业
中图分类号: TS262.3;TS261.2;F713.5 文献标识码: A 文章编号: 1001-9286(2016)08-0133-05

英文标题: The Marketing of Oat Baijiu of Yi People: a Case Study on Rama Distillery

英文作者: WU Junying

英文地址: Chengdu Normal College, Chengdu, Sichuan 611130, China

英文摘要 The marketing of oat Baijiu of Yi people from Rama Distillery was investigated through data collection, data survey, quantitative & qualitative analysis. Firstly, the marketing environment of oat Baijiu of Yi people was studied from three aspects as follows: environment analysis including the analysis of economic environment, industry environment, natural conditions, demographic factors, technical measures, social culture, and political and legal environment; analysis of competitors under the same conditions (the same category, the same geographical conditions, and the same price); analysis of consumers’ behavior, consumers’ channel selection and consumers’ groups description. Afterwards, SWOT analysis of the development of Rama oat Baijiu was performed. SO strategy, namely, expansion strategy was recommended for the enterprise. As a conclusion, the construction of marketing culture strategies was urgent for Rama Distillery.
英文关键词 Yi people; oat Baijiu; market research; Rama Distillery
      

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