安徽白酒市場(chǎng)營(yíng)銷(xiāo)策略分析---市場(chǎng)營(yíng)銷(xiāo)本科-wenkub
2022-12-17 01:11:53 本頁(yè)面
【正文】 雖然外有眾多強(qiáng)敵，內(nèi)有競(jìng)爭(zhēng)對(duì)手，但自去年以來(lái)，由于安徽本土白酒品牌更準(zhǔn)確、有效地調(diào)整了市場(chǎng)營(yíng)銷(xiāo)策略，積極調(diào)整內(nèi)部結(jié)構(gòu)，我 省白酒市場(chǎng)百花齊放，酒業(yè)發(fā)展呈強(qiáng)勁態(tài)勢(shì)。 安徽市場(chǎng)流行喝高度酒，消費(fèi)主流在 42—53 度之間，口味以濃香型酒為主，安徽的白酒市場(chǎng)份額大概分成三個(gè)檔次，即 180——460 元為主的名酒系列，包括五糧液、茅臺(tái)、劍南春、酒鬼、國(guó)窖 157水井坊等品牌，此類(lèi)名酒一般銷(xiāo)售高潮突發(fā)在節(jié)慶時(shí)段，也叫禮品酒、節(jié)慶酒；第二檔即 35——180元左右的銷(xiāo)售量較大的商務(wù)酒、交際酒，因?yàn)檫@種檔次的酒水大都被消費(fèi)在酒樓、飯店，交際宴請(qǐng)場(chǎng)合，并多靠廣告、促銷(xiāo)來(lái)拉動(dòng)銷(xiāo)量，也稱(chēng)廣告酒、流行酒。這些問(wèn)題需要白酒企業(yè)在安徽白酒市場(chǎng)競(jìng)爭(zhēng)中，創(chuàng)新白酒營(yíng)銷(xiāo)策略，繼續(xù)優(yōu)化渠道策略，同時(shí)也要做出自身白酒品牌的規(guī)劃，爭(zhēng)取產(chǎn)品品牌化發(fā)展。——以宣酒為例 摘要 安徽是白酒的生產(chǎn)和消費(fèi)大省，省內(nèi)區(qū)域性品牌眾多，在安徽市場(chǎng)中展開(kāi)激烈的競(jìng)爭(zhēng)。 關(guān)鍵詞： 宣酒，營(yíng)銷(xiāo)策略，品牌 I 安徽理工大學(xué)畢業(yè)論文 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 petition in the market in Anhui. The main problem of the Anhui liquor industry: As liquor production costs continue to rise, the factors bee the main liquor enterprise development restriction factor. Differences between enterprises operating profit level. Enterprise scale is small, mainly to midrange liquor products, but also lack of petitiveness 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 petition, 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 petitive environment in Anhui liquor market , brand pull of the liquor KEYWORDS: xuan of wine, marketing strategy, brand II 安徽理工大學(xué)畢業(yè)論文 目錄 摘要 ................................................................ I ABSTRACT ........................................................... II 引言 ................................................................ 1 1安徽白酒市場(chǎng)現(xiàn)狀 .................................................. 1 ..................................................... 1 ............................................. 2 2宣酒市場(chǎng)環(huán)境分析 .................................................. 2 ..................................................... 2 ........................................... 3 ............................................... 3 ..................................................... 4 ................................. 4 ....................................... 7 3宣酒營(yíng)銷(xiāo)策略分析 .................................................. 8 STP 營(yíng)銷(xiāo)策略 ................................................ 8 ............................................... 8 ........................................... 9 ........................................... 9 4Ps 營(yíng)銷(xiāo)組合策略 ............................................ 11 .............................................. 11 .............................................. 12 .............................................. 13 .............................................. 14 4 宣酒品牌塑造 ..................................................... 18 .................................... 18 .............................. 18 ................................ 18 .......................... 19 ................................ 19 ................................................ 19 .......................................... 19 .................................... 20 i 安徽理工大學(xué)畢業(yè)論文 ...................................... 21 結(jié)論 ............................................................... 22 參考文獻(xiàn) ........................................................... 23 致謝辭 ..
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