【正文】 產(chǎn)量較小，因此增加了商品的研究成本、生產(chǎn)成本、管理費用和營銷費用，所以實行這一策略的企業(yè)都要有較強的經(jīng)濟實力和較高的技術(shù)水平。宣酒特貢市場定位在中高端，宣酒集團希望借助宣酒特貢，成功進入合肥市場，進而對皖北市場實現(xiàn)一定的影響。在市 場拓展上，宣酒在常州、湖州、蕪湖市場通過市場預(yù)算制組建類 “分公司 ”辦事處實行市場前置性投入，并在周邊市場通過細分價位實現(xiàn)匯量式增長。根據(jù)目前我國白酒行業(yè)消費者需求的日益多樣化、個性化的特征，白酒企業(yè)應(yīng)采取差異性營銷策略進入目標(biāo)市場。第二，細分市場要具備一定規(guī)模，能夠保證企業(yè)有足夠的贏利空間。 宣酒企業(yè)改制之后，按照現(xiàn)代企業(yè)制度明確了股份、產(chǎn)權(quán)和勞資關(guān)系；以以人為本的理念建立內(nèi)部管理制度；以市場需求為導(dǎo)向研發(fā)新的產(chǎn)品，宣酒進入合肥市場，主推宣酒特貢產(chǎn)品，迎合了消費者對與中高端白酒產(chǎn)品的需求，同時白酒實行低度化，滿足消費者對與白酒綿柔口感的要求；通過彰顯企業(yè)社會責(zé)任感樹立良好的企業(yè)社會形象。 6 安徽理工大學(xué)畢業(yè)論文 迎駕貢酒：全國化之路越走越寬。廠家拼資源、拼設(shè)備、拼廣告，拼的結(jié)果是：慣壞了經(jīng)銷商，慣壞了消費者。近期，央視通過官網(wǎng)向各廣告主、廣告代理公司發(fā)布通知，將 從明年 1 月 1 日起限制廣告播出，其中最關(guān)鍵的一條，便是明年起限制大量醫(yī)療和酒類廣告在多個央視頻道關(guān)鍵時段的播出。宣酒工業(yè)園區(qū)生產(chǎn)、辦公、旅游功能一體化，園區(qū)景色秀美，系國家 AAAA 級旅游景區(qū)。江南小窖群的每個窖池體積均約 78立方米，排列整齊、大小均勻，自唐代起沿革至今，約 1200 多年。在釀造階段就達到綿柔的效果，再經(jīng)過年份窖藏，品質(zhì)升華到新的高度。 安徽是白酒的產(chǎn)銷大省，雖然外有眾多強敵，內(nèi)有競爭對手，但自去年以來，由于安徽本土白酒品牌更準(zhǔn)確、有效地調(diào)整了市場營銷策略，積極調(diào)整內(nèi)部結(jié)構(gòu)，我 省白酒市場百花齊放，酒業(yè)發(fā)展呈強勁態(tài)勢。 關(guān)鍵詞： 宣酒，營銷策略，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安徽白酒市場現(xiàn)狀 .................................................. 1 ..................................................... 1 ............................................. 2 2宣酒市場環(huán)境分析 .................................................. 2 ..................................................... 2 ........................................... 3 ............................................... 3 ..................................................... 4 ................................. 4 ....................................... 7 3宣酒營銷策略分析 .................................................. 8 STP 營銷策略 ................................................ 8 ............................................... 8 ........................................... 9 ........................................... 9 4Ps 營銷組合策略 ............................................ 11 .............................................. 11 .............................................. 12 .............................................. 13 .............................................. 14 4 宣酒品牌塑造 ..................................................... 18 .................................... 18 .............................. 18 ................................ 18 .......................... 19 ...........................