老挝BEERLAO啤酒被誉为世界十大啤酒之一，在国际的啤酒行业里面有 着较高的行业内部评价。而老挝国内对于啤酒的消费也有较长的历史背景，人们 对于啤酒的消费已经形成了良好的消费习惯，老挝BEERLAO啤酒作为老挝啤 酒行业的重要代表，不仅仅是老挝的“国酒”被用在重要场合招待外宾，还是东 盟博览会上的指定啤酒品牌供应商之一。在啤酒消费行业内部，对于老挝 BEERLAO啤酒称为亚洲地区品质最好的工业量产啤酒产品。不过，在现实当中， 老挝BEERLAO的发展情况并不乐观，一方面是与行业内部的高评价相反，国际 啤酒消费市场上对于老挝BEERLAO啤酒品牌市场认可度并不高，一方面老挝 国内的啤酒消费市场已经趋向于饱和，老挝BEERLAO啤酒在老挝国内的市场 份额提升并不明显，在国际市场上的销售也不容乐观。 在本文的研究中，对老挝BEERLAO啤酒的市场营销环境进行分析，对经营 状况与营销环境进行研究，明确老挝BEERLAO啤酒有限公司开展营销策略制 定的相关基础。在相关环境进行SWOT分析基础上，对老挝BEERLAO啤酒有 限公司的现有营销策略进行分析，发现在老挝BEERLAO啤酒的市场营销当中 存在着产品在市场上的知名度不高、国际市场上的价格策略应用缺乏市场基础、 渠道应用上国际营销渠道建设不全与市场促销活动未能达到应有效果的问题。对 此，在本文的研究中，有针对性地提出了采用具有市场针对性的啤酒产品、制定 具有区域竞争力的定价策略、开发多样化的营销渠道策略与开展具有市场吸引力 的促销策略的对策，同时从组织保障、物质保障与人力保障等三个方面提出了相 应的营销策略实施的保障措施，以全面地促进老挝BEERLAO啤酒的经营发展。 关键词：老挝；啤酒市场；市场开发；营销策略 II Abstract Laos BEERLAO beer is regarded as one of the top ten beer in the world and has a high internal evaluation in the international beer industry. Laos has a long history of beer consumption. People have already formed good consumption habits for beer consumption. Laos BEERLAO beer is an important representative of Laos beer industry, not only Laos’ “national wine” is used in It is a special occasion to entertain foreign guests and is one of the designated beer brand suppliers at the ASEAN Expo. Within the beer consumption industry, BEERLAO beer in Laos is known as the best quality industrial beer product in Asia. However, in reality, the development of BEERLAO in Laos is not optimistic. On the one hand, contrary to the high internal evaluation of the industry, the international beer consumption market is not highly recognized for the Lao BEERLAO beer brand market. On the one hand, Laos domestic beer consumption. The market has become saturated, and the market share of Laos BEERLAO beer in Laos is not obvious, and sales in the international market are not optimistic. In the research of this paper, the marketing environment of BEERLAO beer in Laos was analyzed, and the operation status and marketing environment were studied to clarify the relevant basis for the development of marketing strategy of Laos BEERLAO Beer Co., Ltd. Based on the SWOT analysis of the relevant environment, the existing marketing strategy of Laos BEERLAO Beer Co., Ltd. was analyzed. It was found that there is a low market awareness of the products in the marketing of BEERLAO beer in Laos, and the application of price strategy in the international market. Lack of market foundation, incomplete application of international marketing channels in channel applications and market promotion activities have failed to achieve III the desired results. In this paper, in the research of this paper, the targeted use of market- oriented beer products, the development of regionally competitive pricing strategies, the development of diversified marketing channel strategies and the development of market-friendly promotional strategies are targeted. Countermeasures, at the same time from the organizational security, material security and human resources protection and other aspects of the implementation of the corresponding marketing strategy safeguards to comprehensively promote the development of Laos BEERLAO beer. Key words: Laos; beer market; market development; marketing strategy IV 目 录 摘要 ............................................................................................................................. I ABSTRACT .................................................................................................................. II 目 录 .......................................................................................................................... IV 1 绪论 .......................................................................................................................... 1 1.1 研究背景与意义 ............................................................................................... 1 1.1.1 研究背景.................................................................................................... 1 1.1.2 研究意义.................................................................................................... 3 1.2 研究内容与框架 ............................................................................................... 5 1.2.1 研究内容.................................................................................................... 5 1.2.2 研究框架.................................................................................................... 5 1.3 研究方法 ........................................................................................................... 6 2 理论与研究综述 ...................................................................................................... 7 2.1 相关理论基础 ................................................................................................... 7 2.1.1 STP理论 .................................................................................................... 7 2.1.2 4P营销策略 .............................................................................................. 8 2.1.3 SWOT分析法 ......................................................................................... 10 2.2 研究综述 ......................................................................................................... 11 2.2.1 欧美研究现状.......................................................................................... 11 2.2.2 中国研究现状.......................................................................................... 13 3 老挝BEERLAO啤酒的市场营销现状 ............................................................... 16 3.1 老挝BEERLAO啤酒有限公司的发展历程 ................................................. 16 3.2 老挝BEERLAO啤酒有限公司的经营现状 ................................................. 17 3.3 老挝BEERLAO啤酒SWOT分析 ................................................................ 21 3.3.1 优势.......................................................................................................... 21 3.3.2 劣势.......................................................................................................... 22 3.3.3 机遇.......................................................................................................... 23 3.3.4 威胁.......................................................................................................... 24 4 老挝BEERLAO啤酒市场营销情况调查 ........................................................... 25 4.1 啤酒市场营销调查问卷 ................................................................................. 25 V 4.1.1 调查问卷内容设计.................................................................................. 25 4.1.2 样本选取.................................................................................................. 25 4.1.3 调查结果统计及分析.............................................................................. 26 4.1.4 企业内部访谈.......................................................................................... 36 5 老挝BEERLAO啤酒的市场营销策略分析 ....................................................... 39 5.1 老挝BEERLAO啤酒STP分析 .................................................................... 39 5.1.1 市场细分.................................................................................................. 39 5.1.2 目标市场选择......