【正文】 哈 爾 濱 理 工 大 學(xué) 畢 業(yè) 設(shè) 計 題 目： 淺談國酒茅臺營銷策略 院、 系： 哈爾濱 德 強商務(wù)學(xué)院 外語系 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 淺談國酒茅臺營銷策略 摘要 長期以 來，國酒茅臺真是風(fēng)光無限。它幾乎就是酒文化的化身和象征，一度被譽為“酒神”。大凡上檔次的宴席、有層次的消費群體，迎來送往，無不以飲“茅臺”為榮，而如今，國酒茅臺，觥交錯間，再難聞其香。相反，過去的“小老弟”五糧液卻一統(tǒng)天下，穩(wěn)居高檔白酒老大寶座，氣勢如日中天。假酒影響、口味不適、市場變幻 ?? 原因方方面面。因此加強國酒茅臺營銷策略的建設(shè)迫在眉睫 。 本文首先提出研究背景、現(xiàn)狀、目的、營銷狀況。對國酒茅臺營銷戰(zhàn)略用分析方法、調(diào)查研究進行了闡述，運用了 SWOT 分析法和 4P 策略深刻剖析了茅臺酒的優(yōu)劣勢和策略，從而為營 銷戰(zhàn)略規(guī)劃奠定了堅實的基礎(chǔ)。最后就國酒茅臺營銷策略中存在的問題，提出新的營銷戰(zhàn)略，保障此戰(zhàn)略順利實施的制度與措施。 關(guān)鍵詞 國酒茅臺； 營銷策略 ； 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 國酒茅臺的歷史背景 ............................................................................... 1 茅臺酒的發(fā)展現(xiàn)狀 ................................................................................... 2 茅臺酒的市場營銷目的 ........................................................................... 2 國酒茅臺現(xiàn)今的營銷狀況 ....................................................................... 2 第 2 章 研究綜述 ................................................................................................ 4 營銷戰(zhàn)略管理相關(guān)理論 ........................................................................... 4 營銷戰(zhàn)略的涵義和特征 .................................................................... 4 文獻綜述 ................................................................................................... 5 第 3 章 國酒茅臺的 4P 策略分析 ...................................................................... 6 國酒茅臺營銷策略分析 ........................................................................... 6 全國各專賣店超市調(diào)查研究 ............................................................ 6 國酒茅臺消費市場營銷策略 ............................................................ 6 高價酒類市場營銷的策略 ................................................................ 6 茅臺酒的優(yōu)劣勢分析 ............................................................................... 7 茅臺酒的優(yōu)勢分析 ............................................................................ 7 茅臺酒的劣勢分析 ............................................................................ 7 茅臺酒的機會和威脅分析 ....................................................................... 7 茅臺酒的機會分析 ............................................................................ 7 茅臺酒 威脅分析 ................................................................................ 7 茅臺酒的品牌策略 ................................................................................... 8 定價策略 ................................................................................................. 10 分銷策略 .....