伴随着中国经济发展和中国居民消费水平的提高，中国的啤酒市场也在进行 消费升级，目前的竞争格局是低端市场日趋饱和且竞争激烈，即使提高市场占有 率，利润仍非常有限.无论是国内啤酒厂商还是外资品牌均在寻找高端啤酒的破 局之路，各个品牌均在高端市场发力，推出了各自的高端产品。奥古特作为青岛 啤酒的高端子品牌，有着极好的质量口碑，但同样面临着来自各方面的竞争压力。 为了可以更好的适应产品和市场竞争需求，奥古特应从战略层面对以前使用 的营销观念进行了调整，确定产品在市场中的定位，加强信息的分析和整合，充 分发挥自身优势，确定消费者的实际需求和产品特点，制定新战略，采用新的营 销措施，以此来有效对接产品和市场。 本文首先介绍了研究的背景、意义和目的，梳理国内外相关研究，简述STP 营销理论、4P营销理论、网络营销和消费者行为理论；其次重点介绍奥古特营 销现状及问题分析，结合PEST工具、波特五力模型对我国西南市场中奥古特所 处的环境进行分析；再次对奥古特在我国西南区市场的营销现状进行调研，分析 消费者特征与需求；在4P理论的基础上从产品、价格、渠道、促销四个方面对 奥古特营销中存在的问题进行分析，通过STP营销理论对营销战略进行分析， 明确奥古特产品市场定位；最后在产品策略中提出分层策略，在价格策略中通过 定价方法对奥古特产品价格重新定价，在渠道策略中提出渠道模式、经销商的选 择策略，在促销策略中从广告宣传、公共关系、营业推广和人员促销等方面提出 具体的实施方案,在网络营销策略中提出改进方案。本文通过对青岛啤酒奥古特 西南区营销策略的研究，希望能够为啤酒行业高端啤酒的营销理论研究和实践应 用提供一定的借鉴作用。 关键词：奥古特；营销策略；高端啤酒；西南区 昆明理工大学专业学位硕士学位论文 青岛啤酒奥古特西南区营销策略研究 II Abstract Along with the development of Chinese economy and the improvement of residents' consumption in China, the Chinese beer market in the upgrading of consumption, the competitive landscape is low-end market increasingly saturated, competition is intense, even improve market share and profit is still very limited, both domestic beer manufacturers and foreign brands are looking for high-end beer broken road, brands are in the high-end market, launched their own high-end products. As a high-end sub-brand of tsingtao beer, August has excellent reputation for quality, but it also faces competition from various aspects.In order to can better adapt itself to the requirements of product and market competition, the ancient, should from the strategic level of previously used the marketing concept have been adjusted, determine product positioning in the market, strengthen the information analysis and integration, give full play to their strengths, to determine the needs of consumers, and the characteristics of the product, develop a new strategy, using new marketing measures, in order to effective docking products and markets.Firstly, this paper introduces the background, significance and purpose of the research, sorts out relevant research at home and abroad, and briefly introduces STP marketing theory, 4P marketing theory, network marketing and consumer behavior theory. Secondly, it mainly introduces the marketing status and problem analysis of August, and analyzes the environment of August in the southwest market by combining with PEST tool and boliwute model. Once again, the marketing in the southwest region of August was investigated to analyze consumer characteristics and demands. On the basis of the 4P theory, the existing problems in the marketing of August were analyzed from the four aspects of product, price, channel and promotion. The marketing strategy was analyzed through the STP marketing theory to define the market positioning of August products. Finally, the author proposes a layered strategy in the product strategy, reprices the prices of auguet products through the pricing method in the price strategy, proposes the channel model and the selection strategy of dealers in the channel strategy, and proposes specific implementation plans from the aspects of advertising, public relations, business promotion and personnel promotion in the promotion strategy. By studying the marketing strategy of tsingtao beer, this paper hopes to provide some reference for the marketing theory research and practical application of high-end beer in the beer industry. Keywords: August; marketing strategy; High end beer; southwest 昆明理工大学专业学位硕士学位论文 青岛啤酒奥古特西南区营销策略研究 i 目录 摘要 ............................................................................................................ I ABSTRACT .................................................................................................. II 第一章 绪论 ............................................................................................... 1 1.1 研究背景及意义 ............................................................................... 1 1.1.1研究背景...................................................................................... 1 1.1.2研究意义...................................................................................... 2 1.2 研究现状 ........................................................................................... 2 1.2.1啤酒营销渠道研究现状 ............................................................. 2 1.2.2啤酒品牌营销研究现状 ............................................................. 4 1.2.3青岛啤酒营销研究现状 ............................................................. 4 1.2.4研究评述...................................................................................... 5 1.3 研究内容、方法及技术路线 ........................................................... 6 1.3.1研究内容...................................................................................... 6 1.3.2研究方法...................................................................................... 6 1.3.3技术路线...................................................................................... 7 1.4 创新之处 ........................................................................................... 8 第二章 相关理论....................................................................................... 9 2.1 STP营销理论 .................................................................................... 9 2.2 4P营销理论 .................................................................................... 10 2.3消费者行为...................................................................................... 11 2.4网络营销理论 ................................................................................. 12 第三章 奥古特啤酒西南区市场现状与环境分析 ................................ 13 3.1奥古特营销现状 ............................................................................. 13 3.1.1青岛啤酒简介 ........................................................................... 13 3.1.2奥古特产品简介 ....................................................................... 13 昆明理工大学专业学位硕士学位论文 青岛啤酒奥古特西南区营销策略研究 ii 3.1.3奥古特营销概况 ....................................................................... 15 3.1.4西南区市场特征 ....................................................................... 17 3.2环境分析.......................................................................................... 17 3.2.1宏观环境分析 ........................................................................... 17 3.2.2行业竞争环境分析 ................................................................... 20 3.3SWOT分析 ...................................................................................... 23 3.3.1优势分析.................................................................................... 23 3.3.2劣势分析.................................................................................... 24 3.3.3机会分析.................................................................................... 24 3.3.4威胁分析.................................................................................... 25 3.3.5矩阵分析.................................................................................... 25 3.3.6战略方向选择 ......................................................................