《酒类市场调查报告.docVIP

编号 生物工程学院 题目：国内名优白酒品牌广告及企业现状的调查报告 生物工程 学院酿酒工程与技术 专业 学生姓名 王统坤 指导教师 杨老师 江 南 二0一一年十二月目录 摘要······································1 关键词·····································1 引言······································1 1 白酒品牌广告································· 1.1 什么是品牌广告······························ 1.2 品牌广告对白酒在市场销售的作用························ 2 品牌广告促销效果······························ 2.1 五个与广告促销效果紧密相关的要素····················· 3 酒类品牌策略································· 3.1策略建议·································· 3.2 酒类品牌营销检省十三题结合本次测试，测试小组列出的问题··········· 4 国内白酒企业的研究·································· 4.1 汾酒······································ 4.2 北京红星二锅头································ 4.3 北京牛栏山二锅头······························· 4.4 洋河蓝色经典································· 4.5 互助青稞酒································ 4.6 酒鬼酒······································ 4.7 董酒······································ 4.8 西凤酒···································· 4.9 郎酒···································· 5 具有代表性白酒企业的产品开发···················· 6 具有代表性白酒企业的食品卫生安全及食品包装·················· 7 酒类的陈列与技巧······························ 8 国内白酒的香型及特征····························· 9 结论····································· 10 参考文献····································· 11····································· 12 致谢····································· 国内名优白酒品牌广告及白酒企业的调查报告 王统坤 （江南大学生工学院互助青稞酒市场营销2011班） 摘 要 随着我国市场经济的飞速发展，竞争日趋激烈，品牌广告一直处在市场营销策略的领跑位置，广告数量繁多，花样日新月异。在这种发展趋势下，品牌广告将直接影响白酒行业在整个市场经济环境中占有率及竞争力的大小。所以本文就注重调研国内名优白酒品牌广告和名优白酒企业现状是怎样的，来做一调研。另外调研国内具有代表性的白酒企业的产品开发、食品卫生安全及食品包装等作简要分析，还有它们品牌白酒的香型及特征。 关键词 白酒；品牌广告 代表性；企业；现状 引言 随着白酒市场竞争的日趋白热化，酒类的营销策略在市场竞争中的制胜作用变得日趋重要。各家白酒企业的掌门人都各有心法：泸州老窖董事长袁秀平主张“一个以人性原则为基础，以人本精神为规划，以文化资源为素材，为品牌扩充文化价值和魅力的艺术化的文化营销工程，应该是我们的营销概念”郎酒集团董事长付志明说：“我们在新的一个世纪里，就是要为人们提供无公害，无污染的绿色食品，传统白酒与新型白酒其实并行不悖，无须厚此薄彼。”劲酒董事长吴少勋指出：“名牌战略不是单纯的广告宣传，名牌战略是一个系统工程。他不仅仅是广告宣传等表象