英文论文格式范本

A STUDY ON DIFFERENCES IN MARKETING STRATEGIES IMPLEMENTED BY WULIANGYE AND MAOTAI by 拼音姓名 A thesis submitted in partial fulfillment of the requirements for the Degree of BACHELOR OF BUSINESS ADMINISTRATION for Joint Bachelor of Business Administration BBA Program between Tianjin University of Technology TUT Tianjin City P R China and Thompson Rivers University TRU Kamloops B C Canada May 28 2012 天津理工大学 2012 届本科毕业论文 摘 要 白酒在中国具有悠久的历史 关键词 白酒 竞争 营销策略 天津理工大学 2012 届本科毕业论文 ABSTRACT Wine has a long history in China and has always been famous for its superb brewing process the unique taste and legendary culture However in recent years the market share of wine has gradually declined The competition in the wine industry is becoming increasingly intense MAOTAI and WULIANGYE are two well deserved giants of Chinese wine industry and have made great success doing business Comparing their marketing approach there are a lot of differences Recently the major consumers are gradually aging In the coming decade the after eighties and nineties will become the major force of consumption To change the fate of wine companies must improve marketing methods to adapt to modern society and the needs of new generation of customers Referring to the related theory this thesis will focus on analyzing the differences of marketing strategy and method between MAOTAI and WULIANGYE Recommendations for the current wine market have also been proposed for companies in this industry to learn from Key Words Wine Competition Marketing Strategy 天津理工大学 2012 届本科毕业论文 BRIEF CONTENTS CHAPTER 1 INTRODUCTION 1 1 1 Research Background 1 1 2 Research Contents 1 1 3 Related Concepts of Marketing Strategy 2 CHAPTER 2 COMPARISON OF MARKETING STRATEGY IMPLEMENTED BY MAOTAI AND WULIANGYE 3 2 1 Differences in Product Strategy 3 2 2 Differences in Price Strategy 4 2 3 Differences in Place Strategy 5 2 4 Differences in Promotion Strategy 7 CHAPTER 3 SUGGESTIONS TO MAOTAI AND WULIANGYE 9 3 1Weaknesses and Problems of Marketing Strategy to MAOTAI and WULIANGYE 9 3 2 Suggestion to MAOTAI and WULIANGYE 10 CONCLUSION 13 REFERENCES 14 ACKNOWLEDGEMENTS 15 天津理工大学 2012 届本科毕业论文 2 CHAPTER 1 INTRODUCTION 每一章另起一页 每一章另起一页 1 1 小三黑体小三黑体 The importance of marketing 小四 新罗马字体 1 25 行距 Impacted 第二段往里缩进 2 个字母 by the wave of globalization an increasing number of Chinese During these years 第三段同上缩进 以此类推 1 2 小三黑体小三黑体 Based on MAOTAI and WULIANGYE s strengths weaknesses opportunities and treats this article will compare and contrast their marketing mix differences in product strategy prices strategy promotion strategy and distribution strategy The problems and weaknesses will be analyzed and recommendations be made Other companies in the wine industry can learn from their success to maintain sound development 1 3 小三小三 黑体黑体 天津理工大学 2012 届本科毕业论文 3 CHAPTER 2 COMPARIAON OF MARKETING STRATEGY IMPLEMENTED BY MAOTAI AND WULIANGYE 2 1 Differences in Product Strategy 2 1 1 MAOTAI 四号 新罗马 不用加黑 During the last few years MAOTAI has refocused its core brand and expanded sub brands It has strict control over its brands with a lean product family including Yingbin Liquor Prince Liquor and Age Liquor 天津理工大学 2012 届本科毕业论文 4 CONCLUSION Generally speaking those brand strategies of both WULIANGYE and MAOTAI are kind of successful in three ways Firstly their marketing positions are not exactly same WULIANGYE from Luzhou flavor liquor family tries to be the king of Chinese liquor and the symbol of high level life style based on its massive size and advantage of tradition MAOTAI the forefather of MAOTAI flavor liquor targets itself as the healthy liquor of China according to its historic and political background Secondly both launched a series of marketing activities of branding for value increasing WULIANGYE emphasizes the corporate image to integrate the brand family while MAOTAI boosts its publicity with the Customers First attitude and entered the international market with yearly vintage adding the thickness to its premium brand Lastly both enriched their brand name group through brand extension strategy in the brand creation and brand maintenance areas to enhance their strengths WULIANGYE s First expansion Then contraction increased both the corporate profitability and the brand value MAOTAI extended cautiously first followed gradually learned from its opponents and went beyond with great progress However there were some mistakes for both of them the expansion and contraction of WULIANGYE were too radical which is inevitable for small frustration and the developing ideas public relations and marketing of MAOTAI were not suitable for its existing brand value In the competition between MAOTAI and WULIANGYE MAOTAI s market awareness falls behind that of WULIANGYE and was once in a passive position Misfortune may be an actual blessing WULIANGYE being the leader in the economic trade MAOTAI seems to have a more stable strategy MAOTAI is good at drawing merits and demerits from its rival s experience and open its mind to learn the advantage of famous international brands Relying on its history MAOTAI gradually turned its role from a follower to a winner WULIANGYE is a daring company and willing to take challenge God helps those who help themselves WULIANGYE get generous market returns but multi brand is its major concern in recent years After a period of adjustment WULIANGYE find its way and began to enter the international market These two brands became stronger and stronger in the competition Both brands should have a sense of risk during the branding operation Think twice is the basis of branding operation considering the company s brand structure the development and market opportunity of every brand corporate financial strength and operating experience As for multi brands operation on the one hand every brand should earn its own scale on the other hand the brand collaboration should be balanced to ensure the resources sharing and the associated effectiveness Different brands should be merged or selected to optimize the brand structure to avoid the self competition WULIANG and MAOTAI should get out of the non healthy industrial competition such as duplication of R only through adjusting of the branding strategy according to the actual situation and developing through mutual competition could both be the hope for Chinese Liquor to be the world famous brands 天津理工大学 2012 届本科毕业论文 5 REFERENCES 1 赵晓飞 茅台与五粮液品牌发展模式之比较 中国对外贸易 2007 年 03 期 2 葛翔曦 五粮液 茅台品牌战略的得失比较 经济管理 2008 年 05 期 3 郑倩嫣 五粮液 SWOT 分析 商场现代化 2007 年 14 期 4 钟海捷 张霆涛 张鹏 基于 SWOT 分析的茅台营销策略研究 中国市场 2010 年 32 期 5 许广崇 茅台与五粮液的营销差异解读 中国酒 2009 年 01 期 6 陈曦 茅台如何酿造品牌 企业管理 2010 年 11 期 7 金从林 茅台与五粮液的王者气象 商界 评论 2007 年 03 期 8 娄向鹏 白酒营销如何赢得未来 销售与管理 2011 年 03 期 9 王新业 茅台 PK 五粮液 刀剑争锋 经营者 2006 年 20 期 10 申子超 茅台 PK 五粮液 远日无冤 近日有仇 酒世界 2009 年 10 期 11 品瑶 赵东阳 五粮液品牌战略的成功之道 湖南商学院院报 2006 年 13 期 12 Jr William Perreault E Jerome MaCarthy and Joseph Cannon Basic Marketing 17th Edition McGraw Hill Irwin ISBN 978 0073381053 13 Sally Casswell 2004 Alcohol 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