国酒茅台酒营销策略..docVIP

目录 第一章：引言………………………………………………………………………4 第二章：国酒茅台的历史背景……………………………………………………5 第三章：推广国酒茅台的六大营销策略…………………………………………6 3.1文化营销策略…………………………………………………………………6 3.2感情营销策略…………………………………………………………………6 3.3诚信营销策略…………………………………………………………………7 3.4网络营销策略…………………………………………………………………8 3.5服务营销策略…………………………………………………………………8 3.6关系营销策略…………………………………………………………………8 第四章：未来展望…………………………………………………………………9 参考文献：…………………………………………………………………………10 参考网址： 浅谈国酒茅台营销策略 作者：陈华兴 完成时间：2011年9月16日 [摘要]：市场营销策略：是企业以顾客需要为出发点，根据经验获得顾客需求量以及购买力的信息、商业界的期望值，有计划地组织各项经营活动，通过相互协调一致的产品策略、价格策略、渠道策略和促销策略(现代市场营销策略还要加上 政治权利、公共关系策略)，为顾客提供满意的商品和服务而实现企业目标的过程。 市场营销的目的是创造顾客，获取和维持顾客;要从长远的观点来考虑如何有效地战胜竞争，立于不败之地;注重市场调研，收集并分析大量的信息，只有这样才能在环境和市场的变化有很大不确实性的情况下做出正确的决策;积极推行革新，其程度与效果成正比;在变化中进行决策，要求其决策者要有很强的能力，要有像企业家一样的洞察力、识别力和决断力。 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，觥筹交错间，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。 [关键词]：市场营销策略，国酒茅台，国酒茅台营销策略 [abstract] : the market marketing strategy (hereinafter referred to as 4 P s) is the enterprise with customers need as the starting point, according to the customer demand and purchasing power gain experience of information, the business community expectations, in a planned way, through the organization business activities coordination consistent product strategy, price strategy, channel strategy and sales promotion strategy (modern marketing strategy plus political rights and public relations strategy /view/2553282.htm 6 P s), provide the customer with goods and services and realize the goal of enterprise process. Market marketing purpose is to create a customer, obtain and maintain customer; In the long run to view to consider how to effectively win over competition, is in an impregnable position /view/241636.htm ; Pay attention to market research, collect and analysis of large amounts of information, the only way to on the environment and the change of the market has great certainty not made the right decision; A