白酒市场营销的策略分析市场营销本科.doc

安徽白酒市场营销策略分析——以宣酒为例 摘要 安徽是白酒的生产和消费大省，省内区域性品牌众多，在安徽市场中展开激烈的竞争。安徽白酒行业面临的主要问题：随着白酒生产成本的不断上涨，成为白酒企业发展的主要制约因素。企业之间经营利润水平差异较大；企业规模偏小，缺少行业竞争力，中低端白酒产品居多税负较高困扰安徽白酒企业的正常发展白酒销售市场环境仍需改善。ANALYSIS OF THE MARKETING STRATEGY OF ANHUI LIQUOR MARKET——XUAN OF WINE AS AN EXAMPLE ABSTRACT Anhui province is one of the big white wine productions and consumption of the china, regional brand is numerous, they are on the fierce competition in the market in Anhui. The main problem of the Anhui liquor industry: As liquor production costs continue to rise, the factors become the main liquor enterprise development restriction factor. Differences between enterprises operating profit level. Enterprise scale is small, mainly to mid-range liquor products, but also lack of competitiveness of the industry. Anhui liquor the normal development of the enterprise tax burden is higher. The liquor sales still need to improve market environment. These problems need liquor enterprise in Anhui liquor market competition, marketing strategy innovation liquor, continue to optimize the channel strategy, but also to make their own wine brand planning. Start from the Anhui liquor market situation , to declare the wine business , for example , from STP and 4Ps marketing strategy point of view , the analysis declared wine liquor market in Anhui successful use of marketing strategies , as well as a sustainable competitive environment in Anhui liquor market , brand pull of the liquor KEYWORDS: xuan of wine, marketing strategy, brand 目录 摘要 I ABSTRACT II 引言 1 1安徽白酒市场现状 1 1.1市场现状 1 1.2安徽白酒消费特征 2 2宣酒市场环境分析 2 2.1宣酒概述 2 2.1.1公司产品介绍 3 2.1.2产品优势 3 2.2环境分析 4 2.2.1宣酒集团的外部环境分析 4 2.2.2宣酒内部环境分析 7 3宣酒营销策略分析 8 3.1 STP 营销策略 8 3.1.1市场细分 8 3.1.2目标市场选择 9 3.1.3产品市场定位 9 3.2 4Ps营销组合策略 11 3.2.1产品策略 11 3.2.2价格策略 12 3.2.3渠道策略 13 3.2.4促销策略 14 4 宣酒品牌塑造 18 4.1品牌对于白酒企业的重要性 18 4.1.1产品或企业核心价值的体现 18 4.1.2品牌是质量和信誉的保证 18 4.1.3品牌是区分竞争对手的有力保证 19 4.1.4品牌体现企业的资本价值 19 4.2宣酒品牌塑造 19 4.2.1宣酒品牌定位 19 4.2.2品牌产品设计与推广 20 4.2.3企业品牌形象塑造 21 结论 22 参考文献 23 致谢辞 24 成立办事处