重庆江小白酒业有限公司品牌营销策略研究.docx

第 第 PAGE 40 页 共 40页 重庆江小白酒业有限公司品牌营销策略研究 摘要: 白酒行业历史悠久，在我国国民经济发展中占有重要地位。此外，白酒行业的税收，是国家财政的重要来源。目前，中国白酒行业正处于十字路口，不仅面临红酒、葡萄酒的打压，还面临税收政策的限制和近3万多个白酒品牌的搏杀。特别是从2012年起，国家禁止酒后驾车，制定了八条标准，军队也禁止饮酒，这些都对白酒产生了重大影响，白酒消费量大大减少。此外，由于中小型白酒企业的争相模仿，很大程度上减弱了企业产品的差异性，因此，中小企业怎样才能在有限的白酒市场里，展现品牌的优势，扩大白酒的营销市场，成为企业面临的现实问题。本文以重庆江小白酒业有限公司为研究对象，以市场营销理论为指导，通过对江小白酒业的营销环境和品牌营销现状的分析研究，深入研究江小白酒业的品牌营销策略和实施措施，为中小企业白酒的发展开创了新的道路，并提供借鉴意义。 关键词：江小白酒业；品牌营销；营销策略 Research on Brand Marketing Strategy of Chongqing Jiang Xiaobai Liquor Co., Ltd. Abstract: The liquor industry has a long history, occupies an important position in the development of our national economy. Furthermore, the liquor industry revenue is an important source of national finance. At present, China liquor industry is at a crossroads, not only face the red wine, Wine pressure, also face tax policy restrictions and nearly more than 30 thousand liquor brands, especially the fight. From 2012 onwards, the State prohibits drunk driving, has developed eight criteria, the army also banned drinking, all of these have great influence on the liquor, the liquor consumption is greatly reduced. In addition, due to the small and medium-sized liquor enterprises to imitate, greatly weakened the difference of enterprise products, so Small and medium-sized enterprises, how can the limited liquor market, show the advantage of the brand, expand the sales of liquor market, has become a realistic problem faced by the enterprise. This paper takes Chongqing River White Wine Co. Ltd. as the research object, using marketing theory, based on the analysis of Jiang small liquor industry marketing environment and brand marketing situation the brand marketing strategy research and implementation measures of the river white wine, liquor development for small and medium-sized enterprises to open up new roads, and to provide reference. Key words: jiang xiaobai liquor; brand marketing; marketing strategy 1 绪论 1.1 研究背景及研究意义 1.1.1 研究背景 中国白酒行业正处于十字路口，不仅面临红酒、葡萄酒的打压，还面临税收政策的限制和近3万多