中国劲牌有限公司市场营销策略研究

中国劲牌有限公司是我国保健酒业的佼佼者。该公司主流消费群体定位在30至55岁之间的男性,产品策略以礼品模式和中低档餐饮模式为主,推行不同规格、不同档次的包装形式,并采取相应的价格策略,采用厂商分工合作的"1+1"分销模式以解决分销网络的覆盖面和控制力问题,综合运用电视广告和各类营业推广手段以加强促销力度。本文描述并分析了其在市场营销方面的成功经验和不足之处,有助于该公司更快地发展,并对其他同类企业具有一定的借鉴作用。

Chinese Jing Brand Co.Ltd is excellent player in healthcare wine industry in China.It focuses on male between 30 and 55 years old.The gift model and lower-and-middle level restaurant model dominate its main product strategy.It carries out the package of different size and different class and adopts corresponding price tactics.It adopts＂1＋1＂distribution model of manufacturers and retailers division and cooperation to solve the problem of distribution network covering and control,and comprehensively uses television advertisements and various kinds of sale promotion to strengthen marketing.This paper describes its successful experiences and shortages in marketing,which is helpful for its quicker development and other similar enterprises.