【正文】 哈 爾 濱 理 工 大 學(xué) 畢 業(yè) 設(shè) 計(jì) 題 目： 淺談國(guó)酒茅臺(tái)營(yíng)銷(xiāo)策略 院、 系： 哈爾濱 德 強(qiáng)商務(wù)學(xué)院 外語(yǔ)系 姓 名： 韓 笑 指導(dǎo)教師： 辛 江 系 主 任： 年 月 日 哈爾濱理工大學(xué)學(xué)士學(xué)位論文 I 淺談國(guó)酒茅臺(tái)營(yíng)銷(xiāo)策略 摘要 長(zhǎng)期以 來(lái)，國(guó)酒茅臺(tái)真是風(fēng)光無(wú)限。它幾乎就是酒文化的化身和象征，一度被譽(yù)為“酒神”。大凡上檔次的宴席、有層次的消費(fèi)群體，迎來(lái)送往，無(wú)不以飲“茅臺(tái)”為榮，而如今，國(guó)酒茅臺(tái)，觥交錯(cuò)間，再難聞其香。相反，過(guò)去的“小老弟”五糧液卻一統(tǒng)天下，穩(wěn)居高檔白酒老大寶座，氣勢(shì)如日中天。假酒影響、口味不適、市場(chǎng)變幻 ?? 原因方方面面。因此加強(qiáng)國(guó)酒茅臺(tái)營(yíng)銷(xiāo)策略的建設(shè)迫在眉睫 。 本文首先提出研究背景、現(xiàn)狀、目的、營(yíng)銷(xiāo)狀況。對(duì)國(guó)酒茅臺(tái)營(yíng)銷(xiāo)戰(zhàn)略用分析方法、調(diào)查研究進(jìn)行了闡述，運(yùn)用了 SWOT 分析法和 4P 策略深刻剖析了茅臺(tái)酒的優(yōu)劣勢(shì)和策略，從而為營(yíng) 銷(xiāo)戰(zhàn)略規(guī)劃奠定了堅(jiān)實(shí)的基礎(chǔ)。最后就國(guó)酒茅臺(tái)營(yíng)銷(xiāo)策略中存在的問(wèn)題，提出新的營(yíng)銷(xiāo)戰(zhàn)略，保障此戰(zhàn)略順利實(shí)施的制度與措施。 關(guān)鍵詞 國(guó)酒茅臺(tái)； 營(yíng)銷(xiāo)策略 ； 措施 ； 哈爾濱理工大學(xué)學(xué)士學(xué)位論文 II Discuss the national Abstract wine maotai marketing strategy Abstract For a long time, Maotai wine country really fame. It is almost a symbol of the Incarnation and wine culture, once known as the Bacchus. Generally, the grade of the feast, there are levels of consumer groups, greeting sent, all to drink Maotai proud, but now, Maotai wine country, Gong staggered between, and then bad their fragrance. On the contrary, the past little brother Wuliangye has dominated world, ranked upscale liquor boss throne, the momentum appears to be rising. Counterfeit impact, taste disfort, because the market changes ...... aspects. Therefore, strengthening the country liquor Maotai marketi ng strategy construction is imminent. This paper first proposed research background, status, purpose, marketing situation. Maotai wine country marketing strategies for using analytical methods, research studies are described, using a SWOT analysis and 4P strategy profound analysis of the advantages and disadvantages of Maotai and strategies, marketing, strategic planning so as to lay a solid foundation. Finally Maotai wine country marketing strategy problems, propose new marketing strategy to ensure the smooth implementation of this strategy and measures system. Keywords maotai wine country。 marketing strategies。 measures。 哈爾濱理工大學(xué)學(xué)士學(xué)位論文 III 目錄 摘要 .......................................................................................................................I Abstract ............................................................................................................... II 第 1 章 緒論 ........................................................................................................ 1 國(guó)酒茅臺(tái)的歷史背景 ............................................................................... 1 茅臺(tái)酒的發(fā)展現(xiàn)狀 ................................................................................... 2 茅臺(tái)酒的市場(chǎng)營(yíng)銷(xiāo)目的 ........................................................................... 2 國(guó)酒茅臺(tái)現(xiàn)今的營(yíng)銷(xiāo)狀況 ....................................................................... 2 第 2 章 研究綜述 ................................................................................................ 4 營(yíng)銷(xiāo)戰(zhàn)略管理相關(guān)理論 ........................................................................... 4 營(yíng)銷(xiāo)戰(zhàn)略的涵義和特征 .................................................................... 4 文獻(xiàn)綜述 ................................................................................................... 5 第 3 章 國(guó)酒茅臺(tái)的 4P 策略分析 ...................................................................... 6 國(guó)酒茅臺(tái)營(yíng)銷(xiāo)策略分析 ........................................................................... 6 全國(guó)各專(zhuān)賣(mài)店超市調(diào)查研究 ............................................................ 6 國(guó)酒茅臺(tái)消費(fèi)市場(chǎng)營(yíng)銷(xiāo)策略 ............................................................ 6 高價(jià)酒類(lèi)市場(chǎng)營(yíng)銷(xiāo)的策略 ................................................................ 6 茅臺(tái)酒的優(yōu)劣勢(shì)分析 ............................................................................... 7 茅臺(tái)酒的優(yōu)勢(shì)分析 ............................................................................ 7 茅臺(tái)酒的劣勢(shì)分析 ............................................................................ 7 茅臺(tái)酒的機(jī)會(huì)和威脅分析 ....................................................................... 7 茅臺(tái)酒的機(jī)會(huì)分析 ............................................................................ 7 茅臺(tái)酒 威脅分析 ................................................................................ 7 茅臺(tái)酒的品牌策略 ................................................................................... 8 定價(jià)策略 ................................................................................................. 10 分銷(xiāo)策略 .....