英文论文格式范本
虎兄虎弟电影-
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 INT
RODUCTION
……………………………………………………………
.
1
1.1
Research Background
……………………………………………………
…………...
.........1
1.2
Research
Contents
…………………………………………
..
……………………………
..1
1.3 Related Concepts of Marketing Strat
egy
………………
.
…………………
………………
..2
CHAPTER
2
COMPARISON
OF
MARKETING
STRA
TEGY
IMPLEMENTED
BY MAOTAI AND WU
LIANGYE
………………………………………
..
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
< br>
3.1Weaknesses and Problems of
Marketing Strategy to MAOTAI and WULIANGYE
………
9
3.2 Suggestion to MAOTAI and WULIANGYE<
/p>
……………………………………………
...10
CONCLUSION
………………
………………………………………………………………
13
<
/p>
REFERENCES
…………………………………………………
…
..
…………………………
.
14
ACKNOWLEDGEMENTS<
/p>
…………………………………………………………………
.
15