P公司是一家国内啤酒知名企业，以啤酒酿造和啤酒销售为主体、以啤酒配套和相 关产业为辅助的上市公司。近10年来P公司销量一直在120万千升徘徊，规模难以突 破。另一方面P公司的产品结构中高档产品占比低，同时零售渠道销量占比严重偏高， 达到80%，不利于品牌的发展。面对当前消费升级，啤酒欧亿·体育（中国）有限公司量降价升的趋势，P公司 依靠自身的技术优势开发出新鲜、口感独特的原浆啤酒，希望通过产品的差异化路线来 抢占高端产品市场份额，弥补夜场餐饮渠道的短板，同时能够增强企业的盈利能力。 本文首先提出了研究的背景、目的和意义，确立论文的研究思路，同时对4P营销 理论、SWOT分析法等市场营销相关理论进行综述，为分析原浆啤酒的营销策略提供理论 依据。其次，对P公司的历史进行回顾，分别从公司的营销现状，发展面临的社会环境 和欧亿·体育（中国）有限公司竞争情况进行分析，总结出P公司营销面临的困境。第三，对原浆啤酒进行详尽 的市场分析，包括原浆啤酒的独特性，目标消费人群分析，进一步对原浆啤酒在我国市 场的发展现状进行研究分析，还实地考察原浆啤酒企业的生产经营情况，以期对原浆啤 酒的特性、发展现状及前景有更深入的了解。第四，结合P公司的实际情况，制定出切 合实际及有效的营销方案。最后，出于对营销策略得以有效实施的考虑，笔者特在本文 里给出了营销队伍建设、销售管理、团队激励方案等方面的保障措施。 本文以4P营销理论为主要理论指导思想，理论结合实际，对P公司营销所面临的 困境及原浆啤酒的市场环境进行分析研究，制定了原浆啤酒的营销策略及实施方案，为 公司管理层提供参考思路。 关键词：营销策略；啤酒市场；消费升级 II Abstract P company, a well-known domestic beer enterprise owning the national enterprise technology center and postdoctoral research workstation, is a listed company with beer brewing and beer sales as the main body, beer supporting & related industries as its supplementary. In the past 10 years, P company witnessed slow development of its scale with the product sales of around 1.2 million tons. On the other hand, as to its product structure, it features low proportion of high-end products while excessive sales volume of the retail channel, reaching 80% which is not conducive to the brand development. Facing the current consumption upgrade,reducing sales and increasing price of the beer industry, P company, based on its own technological advantages, has developed raw beer with unique taste, hoping to seize the high-end market share through the product differentiation route, make up for the shortcomings of night dining channels, and enhance the enterprise profitability. Firstly, This paper first puts forward the background, purpose and significance of the research, and establishes the research train of thought, the review of the marketing theories such as 4P marketing theory and SWOT analysis provides theoretical basis for the analysis of original beer marketing strategy. Secondly, the history, current situation and predicament of P company are reviewed and analyzed, with further analysis of its social environment and industry competition. Thirdly, the detailed market analysis of the original beer is conducted in this paper, including its uniqueness and target group, with further research of its development status in the Chinese market, besides, field investigation is also conducted for its business operation so as to gain deeper understanding of the characteristics, development status and prospects of the original beer. Fourthly, the practical and effective marketing strategy is formulated combining with the current situation of P company. Last but not least, Considering the effective implementation of marketing strategy,the corresponding safeguards on marketing team building, sales management as well as team incentive programs are put forward in this paper. Key Words: Marketing Strategy, Beer Market, Consumption upgrade III 目 录 摘要 ........................................................................................................................................... I Abstract .................................................................................................................................... II 第一章 绪论 .............................................................................................................................. 1 1.1 研究背景意义 .................................................................................................................. 1 1.2 文献综述 .......................................................................................................................... 2 1.2.1 4P营销理论 ............................................................................................................... 2 1.2.2 STP定位理论 ............................................................................................................ 3 1.2.3 SWOT分析 ................................................................................................................ 7 1.3 主要研究内容 .................................................................................................................. 8 1.4 研究思路和方法 .............................................................................................................. 8 第二章 P公司营销面临的困境 ............................................................................................ 10 2.1 P公司历史发展过程中表现出的问题 ......................................................................... 10 2.2 社会环境变化带来的挑战 ............................................................................................ 14 2.3欧亿·体育（中国）有限公司竞争带来的挑战 .................................................................................................... 16 2.4本章小结 ........................................................................................................................ 18 第三章 原浆啤酒的市场分析 ................................................................................................ 19 3.1 啤酒文化和品种分类 .................................................................................................... 19 3.1.1啤酒的文化 .............................................................................................................. 19 3.1.2 啤酒品种的分类 ..................................................................................................... 20 3.2 原浆啤酒的独特性 ........................................................................................................ 21 3.3 目标消费人群和消费习惯、购买欲望分析 ................................................................ 22 3.3.1目标消费人群分析 .................................................................................................. 22 3.3.2消费习惯分析 .......................................................................................................... 23 3.3.3 购买欲望分析 ......................................................................................................... 27 3.4 中国原浆啤酒发展现状 ................................................................................................ 28 3.5 本章小结 ........................................................................................................................ 29 第四章 P公司原浆啤酒的营销策略 .................................................................................... 30 4.1 SWOT分析 .................................................................................................................... 30 IV 4.1.1优势（Strength） .................................................................................................... 30 4.1.2劣势（Weakness） .................................................................................................. 30 4.1.3机会（Opportunity） .............................................................................................. 30 4.1.4威胁（Threat） ....................................................................................................... 30 4.2 细分市场选择 ................................................................................................................ 31 4.2.1 市场细分的标准 ..................................................................................................... 31 4.2.2 原浆啤