营销毕业论文：浅谈国酒茅台营销策略.doc

哈 尔 滨 理 工 大 学 毕 业 设 计 题 目： 浅谈国酒茅台营销策略 院、 系： 哈尔滨德强商务学院 外语系 姓 名： 韩 笑 指导教师： 辛 江 系 主 任： 年 月 日 浅谈国酒茅台营销策略 摘要 长期以来，国酒茅台真是风光无限。它几乎就是酒文化的化身和象征，一度被誉为“酒神”。大凡上档次的宴席、有层次的消费群体，迎来送往，无不以饮“茅台”为荣，而如今，国酒茅台，觥交错间，再难闻其香。相反，过去的“小老弟”五粮液却一统天下，稳居高档白酒老大宝座，气势如日中天。假酒影响、口味不适、市场变幻……原因方方面面。因此加强国酒茅台营销策略的建设迫在眉睫。 本文首先提出研究背景、现状、目的、营销状况。对国酒茅台营销战略用分析方法、调查研究进行了阐述，运用了SWOT分析法和4P策略深刻剖析了茅台酒的优劣势和策略，从而为营销战略规划奠定了坚实的基础。最后就国酒茅台营销策略中存在的问题，提出新的营销战略，保障此战略顺利实施的制度与措施。 关键词 国酒茅台；营销策略；措施； Discuss the national Abstract wine maotai marketing strategy Abstract For a long time, Maotai wine country really fame. It is almost a symbol of the Incarnation and wine culture, once known as the Bacchus. Generally, the grade of the feast, there are levels of consumer groups, greeting sent, all to drink Maotai proud, but now, Maotai wine country, Gong staggered between, and then bad their fragrance. On the contrary, the past little brother Wuliangye has dominated world, ranked upscale liquor boss throne, the momentum appears to be rising. Counterfeit impact, taste discomfort, because the market changes ...... aspects. Therefore, strengthening the country liquor Maotai marketing strategy construction is imminent. This paper first proposed research background, status, purpose, marketing situation. Maotai wine country marketing strategies for using analytical methods, research studies are described, using a SWOT analysis and 4P strategy profound analysis of the advantages and disadvantages of Maotai and strategies, marketing, strategic planning so as to lay a solid foundation. Finally Maotai wine country marketing strategy problems, propose new marketing strategy to ensure the smooth implementation of this strategy and measures system. Keywords maotai wine country; marketing strategies; measures; 不要删除行尾的分节符，此行不会被打印目录 摘要 I Abstract II 第1章 绪论 1 1.1 国酒茅台的历史背景 1 1.2 茅台酒的发展现状 2 1.3 茅台