优秀毕业论文压缩稿模板【荐】.doc

浅谈白酒行业奢侈品打造 ——以国窖1573为例 二级学院：经济与管理学院 学生姓名：韩余 专业班级：工商管理2006.2 指导教师：谭征（副教授） [摘要] 本文通过对我国白酒行业和奢侈品的研究，分析了与白兰地、威士忌“世界三大蒸馏酒”之一中国的白酒誉为“世界蒸馏工艺的活文物见证” develop the luxury brand of Chinese liquor industry ---- Guo jiao 1573 ABSTRACT：This paper researched the national liquor industry and the luxury; after comparing with the Brandy and Whisky which are three most famous distilled wine including Chinese liquor wine, we deeply analyzed the China national liquor industry’s fixed advantages and also the facing opportunities and challenges. Furthermore, we also researched the luxury brands’ features, the development of luxury brands and its market expanding and maintaining and so on. According to the research and study of China national liquor culture, we can find out proper breakthrough to promote its culture and marketing its brand. Next step we can excavate China national liquor’s potential, especially the feasibility of developing the sophisticated Chinese liquor. In this paper, we set Guo jiao 1573 as an example which is famous for “the living heritage of global distilled technology”, and analyzed the methods of Lu zhou lao jiao Co. Ltd. in marketing and promoting the Guo jiao 1573. Finally, we can find out some feasible strategy and measures to develop the luxury brand of Chinese liquor industry. Key words: liquor industry luxury Guo jiao 1573 1 前言 白酒是我国的传统行业，同时也是一个利润很高的行业[1]。白酒行业的发展有着固有的优势，但也面临着激烈的市场竞争和严峻的挑战。在新的形式下，我国白酒行业要如何突出自身优势，积极应对机遇与挑战，就成为一个非常值得深思的问题。 2 白酒行业的发展现状 2.1 白酒行业整体现状 中国是世界三大酒文化古国之一。今天中国白酒仍以其精湛的工艺、独特的风格和最大的产销量而驰名世界。我国经济转向新的消费时期，满足低收入阶层生活需要的低档白酒的消费量开始下降，而高档白酒成为商务交往的重要载体，消费量逐渐上升。中国白酒作为一个传统产业，长达数千年的历史公元前12世纪，商王武丁和他的大臣有“若作酒醴，尔维曲蘖(酒曲)”的对话。说明距3200多年前，我们的祖先就掌握了利用酒曲酿酒的技术了。厚重的文化白酒在中国人含蓄的情感里一直是庆祝、发泄祭祀表达尊崇的载体，蕴涵着文化的信息，。各具特色的风格白酒香型：即酱香、浓香、清香、米香和其他香型。白酒香型的划分是相对的，而不是绝对的。国人饮酒是一个有着悠久历史的情感消费，上至重大国家活动，下至民间婚丧嫁娶，酒是必不可少的。国家先后制定了计价、计量征税，纯粮固态发酵白酒行业规范等限制高度酒的发展。市场竞争多元化近几年来，越来越多的啤酒、红酒、洋酒等酒类的外来品牌进入市场，白酒的市场份额不断地受到挤压。在国内白酒生产企业陷入困境的同时，大量国外资本涌入国内白酒业外资品牌的涌入也给