【正文】 摘 要隨著國(guó)民經(jīng)濟(jì)的高速發(fā)展，物質(zhì)生活水平日益提高，促使人們更加重視身體健康的自我保護(hù)，人們?cè)陲嬀频耐瑫r(shí)也對(duì)飲酒對(duì)身體帶來(lái)的危害產(chǎn)生了隱憂，所以，消費(fèi)者迫切渴望一種既有白酒的口味又能保健養(yǎng)生的功能型白酒?；趶?qiáng)烈的市場(chǎng)需求，黃金酒問(wèn)世了！為了打開(kāi)全國(guó)市場(chǎng)，巨人集團(tuán)投入了大量的廣告，但卻出現(xiàn)了等許多問(wèn)題。本文從理論和實(shí)踐上分析了黃金酒廣告的現(xiàn)有定位、傳播策略的問(wèn)題，并提出了解決方案。文中指出廣告宣傳隨著市場(chǎng)的不斷成熟，已從說(shuō)的“越多越好”逐漸走向?qū)Ξa(chǎn)品的重點(diǎn)功能和特色進(jìn)行針對(duì)性宣傳；同時(shí)，必須圍繞著產(chǎn)品的定位，采取整合性的傳播策略以保證傳播信息的準(zhǔn)確性和完整性。如今，越來(lái)越多的廣告充斥著人們的生活，只有讓產(chǎn)品找到合適的定位，并且準(zhǔn)確的傳遞到消費(fèi)者才能占領(lǐng)市場(chǎng)，做大做強(qiáng)。關(guān)鍵詞：黃金酒 ；廣告 ；定位 ；傳播ABSTRACTWith the rapid development of the national economy, and rising living standards,people promote good health and pay more attention to care about the harmful effects to their body when they are the consumers desire a function liquor both with liquor taste and health care. Based on strong market demand, Gold liquor has e out! In order to open up national markets, the Giant group invested heavily in advertisement, but many problems have came out.In this paper, the theoretical and practical analysis of the existing gold liquor advertising positioning, munication strategy, and proposed solutions.As the article pointed out that the advertising market continues to mature, from the better products has gradually focused on the functions and features to carry out targeted publicity. At the same time, we must focus on product positioning strategy to take integration to ensure the dissemination of information reaching consumers, after targeting the accuracy and pleteness. Today, more and more ads are full of people39。s lives, only to find the right product positioning and accurate delivered to the consumers, The group can be bigger and stronger.Keywords：gold liquor 。advertisement 。 locate 。 spreading 目 錄1 巨人集團(tuán)及黃金酒概況 .................................................................................................1 巨人集團(tuán)概況 ...........................................................................................................1 公司簡(jiǎn)介 ............................................................................................................1 發(fā)展歷程 .............................................................................................................2 主要產(chǎn)品 ............................................................................................................2 企業(yè)文化 ............................................................................................................4 黃金酒簡(jiǎn)介 ...............................................................................................................5 黃金酒緣起 .........................................................................................................5 黃金酒介紹 .........................................................................................................6 黃金酒銷售狀況 ................................................................................................72 黃金酒廣告?zhèn)鞑ガF(xiàn)狀 ...................................................................................................10 黃金酒廣告文案設(shè)計(jì) .............................................................................................10 電視廣告 ...........................................................................................................10 戶外 POP 廣告 ..................................................................................................11 廣告的投放 .............................................................................................................13 廣告的效果調(diào)查 .....................................................................................................14 存在的主要問(wèn)題 .....................................................................................................183 黃金酒市場(chǎng)環(huán)境分析 ...................................................................................................19 中國(guó)白酒市場(chǎng)分析 .................................................................................................19 市場(chǎng)概況 ..........................................................................................................19 行業(yè)發(fā)展影響因素 ...........................................................................................19 主要生產(chǎn)廠家 ...................................................................................................20 中國(guó)保健品市場(chǎng) .....................................................................................................21 市場(chǎng)概況 ..........................................................................................................21 行業(yè)發(fā)展影響因素 ...........................................................................................22 主要生產(chǎn)廠家 ...................................................................................................23 黃金酒 SWOT 分析 ................................................................................................23 內(nèi)部?jī)?yōu)勢(shì) ...........................................................................................................23 內(nèi)部弱點(diǎn) ...........................................................................................................24 外部機(jī)會(huì) ...........................................................................................................24 外部威脅 ...........................................................................................................25 小結(jié) .........................................................................................................................254 黃金酒廣告定位策略研究 ...........................................................................................26 黃金酒的市場(chǎng)定位 .................................................................................................26 黃金酒的市場(chǎng)細(xì)分 ...........................................................................................26 目標(biāo)市場(chǎng)的選擇 ..............................................................................................26 市場(chǎng)定位的確定 ..............................................................................................27 黃金酒的廣告定位 .............................................