英文论文格式范本Word文件下载.docx
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英文论文格式范本Word文件下载.docx
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WineCompetitionMarketingStrategy
BRIEFCONTENTS
CHAPTER1INTRODUCTION…………………………………………………………….1
1.1ResearchBackground………………………………………………………………............1
1.2ResearchContents…………………………………………..……………………………..1
1.3RelatedConceptsofMarketingStrategy……………….…………………………………..2
CHAPTER2COMPARISONOFMARKETINGSTRATEGYIMPLEMENTEDBYMAOTAIANDWULIANGYE………………………………………..3
2.1DifferencesinProductStrategy……………………………………………………………3
2.2DifferencesinPriceStrategy……………………………………………………………….4
2.3DifferencesinPlaceStrategy……………………………………………………………...5
2.4DifferencesinPromotionStrategy…………………………………………………………7
CHAPTER3SUGGESTIONSTOMAOTAIANDWULIANGYE……......…………9
3.1WeaknessesandProblemsofMarketingStrategytoMAOTAIandWULIANGYE………9
3.2SuggestiontoMAOTAIandWULIANGYE……………………………………………...10
CONCLUSION………………………………………………………………………………13
REFERENCES……………………………………………………..………………………….14
ACKNOWLEDGEMENTS………………………………………………………………….15
CHAPTER1INTRODUCTION(每一章另起一页)
1.1小三黑体
Theimportanceofmarketing(小四新罗马字体1.25行距)
Impacted(第二段往里缩进2个字母)bythewaveofglobalization,anincreasingnumberofChinese
Duringtheseyears(第三段同上缩进,以此类推)
1.2小三黑体
BasedonMAOTAIandWULIANGYE’sstrengths,weaknesses,opportunitiesandtreats,thisarticlewillcompareandcontrasttheirmarketingmixdifferencesinproductstrategy,pricesstrategy,promotionstrategyanddistributionstrategy.Theproblemsandweaknesseswillbeanalyzedandrecommendationsbemade.Othercompaniesinthewineindustrycanlearnfromtheirsuccesstomaintainsounddevelopment.
1.3小三黑体
CHAPTER2COMPARIAONOFMARKETINGSTRATEGYIMPLEMENTEDBYMAOTAIANDWULIANGYE
2.1DifferencesinProductStrategy
2.1.1MAOTAI(四号新罗马不用加黑)
Duringthelastfewyears,MAOTAIhasrefocuseditscorebrandandexpandedsub-brands.Ithasstrictcontroloveritsbrandswithaleanproductfamily,includingYingbinLiquor,PrinceLiquorandAgeLiquor.
CONCLUSION
Generallyspeaking,thosebrandstrategiesofbothWULIANGYEandMAOTAIarekindofsuccessfulinthreeways.Firstlytheirmarketingpositionsarenotexactlysame:
WULIANGYE,fromLuzhou-flavorliquorfamily,triestobethekingofChineseliquorandthesymbolofhigh-levellifestylebasedonitsmassivesizeandadvantageoftradition;
MAOTAI,theforefatherofMAOTAI-flavorliquor,targetsitselfas“thehealthyliquorofChina”accordingtoitshistoricandpoliticalbackground.Secondly,bothlaunchedaseriesofmarketingactivitiesofbrandingforvalueincreasing:
WULIANGYEemphasizesthecorporateimagetointegratethebrandfamily;
whileMAOTAIboostsitspublicitywiththe“CustomersFirst”attitudeandenteredtheinternationalmarketwithyearlyvintage,addingthethicknesstoitspremiumbrand.Lastly,bothenrichedtheirbrand-namegroupthroughbrandextensionstrategyinthebrand-creationandbrand-maintenanceareastoenhancetheirstrengths:
WULIANGYE’s“First-expansion,Thencontraction”increasedboththecorporateprofitabilityandthebrandvalue;
MAOTAIextendedcautiouslyfirst,followedgradually,learnedfromitsopponentsandwentbeyondwithgreatprogress.However,thereweresomemistakesforbothofthem:
theexpansionandcontractionofWULIANGYEweretooradical,whichisinevitableforsmallfrustration;
andthedevelopingideas,publicrelationsandmarketingofMAOTAIwerenotsuitableforitsexistingbrandvalue.
InthecompetitionbetweenMAOTAIandWULIANGYE,MAOTAI’smarketawarenessfallsbehindthatofWULIANGYEandwasonceinapassiveposition.Misfortunemaybeanactualblessing.WULIANGYEbeingtheleaderintheeconomictrade,MAOTAIseemstohaveamorestablestrategy.MAOTAIisgoodatdrawingmeritsanddemeritsfromitsrival’sexperienceandopenitsmindtolearntheadvantageoffamousinternationalbrands.Relyingonitshistory,MAOTAIgraduallyturneditsrolefromafollowertoawinner.WULIANGYEisadaringcompanyandwillingtotakechallenge.Godhelpsthosewhohelpthemselves.WULIANGYEgetgenerousmarketreturns,butmulti-brandisitsmajorconcerninrecentyears.Afteraperiodofadjustment,WULIANGYEfinditswayandbegantoentertheinternationalmarket.Thesetwobrandsbecamestrongerandstrongerinthecompetition.
Bothbrandsshouldhaveasenseofriskduringthebrandingoperation.“Thinktwice”isthebasisofbrandingoperation,consideringthecompany'
sbrandstructure,thedevelopmentandmarketopportunityofeverybrand,corporatefinancialstrengthandoperatingexperience.Asformulti-brandsoperation,ontheonehandeverybrandshouldearnitsownscale;
ontheotherhandthebrandcollaborationshouldbebalancedtoensuretheresourcessharingandtheassociatedeffectiveness.Differentbrandsshouldbemergedorselectedtooptimizethebrandstructuretoavoidtheself-competition.WULIANGandMAOTAIshouldgetoutofthenon-healthyindustrialcompetition,suchasduplicationofR&
Dandwasteofadvertisingspending;
onlythroughadjustingofthebrandingstrategyaccordingtotheactualsituationanddevelopingthroughmutualcompetitioncouldbothbethehopeforChineseLiquortobetheworld-famousbrands.
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.WilliamPerreault,E.JeromeMaCarthy,andJosephCannon,BasicMarketing,17thEdition,McGraw-Hill/Irwin(ISBN978-0073381053)
[13]SallyCasswell.(2004),Alcoholbrandsinyoungpeoples’everydaylives:
newdevelopinginmarketing,AlcoholandAlcoholism.
[14]MichaelBeverland.(2004),Uncoveringtheories-in-use:
BuildingLuxuryWineBrands,EuropeanJournalofMarketing.
[15]RobertLauterborn.(1990),Newmarketinglitany:
fourPspassé
:
C-wordstakeover,Advertisingage
ACKNOWLEDGEMENTS
Iherebyexpressmysincerethankstomytutor,Ms.LinXiaoforhercontinuoussupportandbrilliantsuggestionsonmythesiswriting.Withoutherconsistentsupportandhelp,Ican’taccomplishmythesissuccessfully.
AlsoIwanttogiveabigthankstoalloftheprofessorsandteachersatICBT.IhopesomedayI’llbeabletorepaythisgreatkindness,andIwillalwaysrememberitwithfeelingsofgreatestgratitude.
Finally,Iwishmyschool,TianjinUniversityofTechnologyprogressdaybyday,wishallmyhard-workingprofessorsandteachershealthandhappiness,andwishallmydearclassmatesabrightfuture.
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