茅台的营销策略的研究.doc

题 目： 茅台的营销策略研究 学 院： 商学院 专 业： 市场营销 姓 名： 指导教师： 完成日期： 摘要 众所周知，市场营销一直被认为是茅台集团的软肋。贵州茅台经历1998年的销售危机以后，营销观念也在逐渐转变，从过去“皇帝的女儿不愁嫁”到国酒也要做市场，从“酒香不怕巷子深”到酒好也要勤吆喝，这些才是促进销售增长的硬道理。营销观念的转变、专卖网络的建设和品牌的推广促进了公司的健康发展。 茅台酒的发展历程, 也是我国酒文化的发展历程, 在不断的传承和发展中逐渐形成了茅台酒特有的口感和独特的文化品牌价值, 更为其赢得了国酒的美誉, 雄踞高档白酒的顶端，茅台酒是中国白酒行业的顶尖品牌, 研究茅台集团的营销策略及其核心竞争力, 对茅台的市场营销策略的研究，对我国白酒行业具有重要的借鉴意义，对其如何弘扬中国名牌具有重要意义。本文主要通过回溯改革开放后贵州茅台面对营销环境发生变化所采取的营销策略，从而解读茅台作为国酒，也不能化解“俏也不争春，一任群芳妒”的尴尬，并对茅台进行环境分析及SWOT分析，以及茅台的营销STP战略分析，在基于4P的营销策略上提出相应的营销策略建议，从而确立相应的发展战略路线，继续在白酒市场中笑傲群雄，统领江湖。 关键词：茅台；环境分析；SWOT分析；STP战略；4P；营销策略 Abstract As we all know, marketing has always been considered to be the soft underbelly of the Maotai Group. Guizhou Maotai experienced sales 1998 crisis, the marketing concept is also gradually shift, the emperors daughter from the past mentality to have to do market of country liquor, good wine from sell themselves to have ground crying these are to promote sales growth in the last word. The marketing concept of change, proprietary network construction and promotion of the brand to promote the healthy development of the company. The Maitai the development process, but also the course of development of Chinas wine culture, continue the heritage and development, gradually formed Maotai unique taste and unique culture of brand value, the more it has won the reputation of the wine country, dominating the high-end liquor top of Maotai is the top brand of Chinese liquor industry, research Maotai Groups marketing strategy and its core competitiveness of Chinas liquor industry is an important reference on the the Maotai marketing strategy, and how they carry forward the Chinese famous brand significance. In this paper, by backtracking after the reform and opening up, Guizho