江苏洋河酒厂股份有限公司汉酒徐州市场营销策略.doc

PAGE  PAGE 52 摘 要 白酒是中国的传统产业，其销售模式也具有浓重的传统色彩。自1989年中国的白酒市场彻底放开后，中国白酒行业传统的销售模式受到了现代营销理念的强大冲击；制度落后、管理落后、观念落后，最直接反映企业经营水平的营销更落后，落后的结果是市场无序竞争加剧，产品同质化严重，给本已趋于饱和的白酒市场再添争端。面对国外资本的大力加入，中国的白酒企业特别是国有企业再不进行制度创新及营销观念创新，必将被市场无情淘汰。 江苏洋河酒厂股份有限公司生产的洋河大曲系中国的老牌八大名酒，曾长期处于过供不应求的状态。随着中国市场经济的发展，国内白酒市场的竞争环境发生了巨大的变化，在激烈的竞争面前，公司传统的营销观念受到重创，以至于近年来，销售一直呈下降趋势，市场地位受到动摇，品牌支撑力下降。 本文试图通过对中国白酒业的环境分析及江苏洋河酒厂股份有限公司在徐州市场营销现状的分析，运用现代市场营销观念，在徐州市场导入具有浓重文化色彩的汉酒，并由此探索出一条以消费者需求为导向，又有利于提升洋河品牌形象的徐州市场营销策略。通过对汉酒在徐州这个点上的市场营销策略研究透视江苏洋酒厂股份有限公司在面上的市场营销策略，为洋河大品牌的重新崛起提供参考。 全文共分四章。第一章简要介绍江苏洋河酒厂股份有限公司的概况及所处的行业环境；第二章对徐州市场的特点及竞争产品在徐州的状况进行了分析，对徐州市场的自然环境、消费者特点及渠道特点给予了简要介绍，明确汉酒在徐州市场的机会和挑战；第三章对汉酒在徐州的目标市场进行选择；第四章分别从产品策略、价格策略、通路设计、促销策略四个方面对汉酒在徐州市场的营销策略进行了阐述，明确了汉酒在徐州市场的营销策略。 关键词：汉酒 徐州市场 营销策略 ABSTRACT Ligueur is a traditional industry in china. It’s trade also has very traditional feature. since the market of ligueur was opened from 1989 then the tragional trade mode of liguear was challenged by modem trade idea. Management and administration and idea are backward. and product head to similarity. This phenomenon accelerated the fierce market competition to no rule. Faciny with the oversea capital flowing to the Chinese ligueur trade . The liguear entprise especial the state-owned enterprise showld innovate the rule and marketing idea. Otherwise they will be knocked out by market. Jiang Su YangHe Limited Liability Company is a large state-owned . YangHe was one of the eight most famouse brands in china. For quite a long period , the situation of supply shortage often occurred . As the market economy farther developed . Great changes have also taken place accordingly in the competition environment of liquear. Faced with the fierce market competition the traditional. YangHe failed to chang its old trade idea effectively . As a result, its brand market status and selling achievements have been gradually dropping . By analyzing the outside conditions of liquear in china and the present market situation of YangHe in Xu