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青岛啤酒案例分析
青岛啤酒案例分析
组员： 王帅
陈思吉
吴雨桥
汤竹君
——2012年11月18日
目录
一、公司产品介绍
1.1企业发展历史·········································3
1.2企业现状 ··········································3
1.3产品介绍 ··············································3
1.4营销概况 ··············································3
1.5 执行概要及目标········································4二、营销环境分析
2.1经济环境分析 ········································4
2.2政治法律分析 ······································5
2.3市场文化背景 ······································5
2.4技术背景···············································5
2.5消费者行为分析 ·······································5
三、SWOT问题分析
3.1优势（S）··········································6
3.2劣势（W）············································6
3.3机会（O）···········································6
3.4威胁（T）··········································7
四、STP目标市场定位理论
4.1市场细分及目标选择····································7
4.2目标顾客分析··········································8
4.3市场定位··············································9五、4P营销策略
5.1产品策略··············································10
5.2 价格分析·············································11
5.3渠道分析··············································12
5.4产品分析··············································13
六、总结
6.1总结··················································13
一、企业介绍
1.1 企业发展历史
1.1.1 1903年8月由德国商人和英国商人合资在青岛创建
1.1.2 1993年7月15日，青岛啤酒股票（0168）在香港交易所上市，是中国内地第一家在海外上市的企业。
1.1.3 1916年，日本人侵占了德国商人的股份，买下英国商人的股份，将公司更名为“大日本麦酒株式会社青岛工场”。
1.1.4 1945年随着日本的战败，工厂由青岛市政府当局派员接管，更名为“青岛啤酒公司”。1947年6月14日，“齐鲁企业股份有限公司”从行政院青岛区产业处理局将工厂购买，定名为“青岛啤酒厂”。一直到1949年，中华人民共和国的成立，青岛啤酒才变为国有。
1.1
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