a品牌高端白酒营销策略分析word格式论文.docx

的高档公务与私人用酒，并对消费人群进行了消费者行为分析。再次，结合A品牌的营销环境，紧紧围绕着新的市场定位，系统制定了A品牌的市场营销组合策略：产品策略、价格策略、品牌策略、渠道策略，对原来存在的营销策略问题均一一作了详细分析，并从中挖掘出优势与劣势、机会与挑战、成功与不足，进而找出新形式下营销策略的调整措施，并提出若干创新策略。最后，针对市场营销组合策略的实施，在制度、队伍、培训、考核、资源和服务诸方面提出了实施的保障对策。希望通过本文的营销策略研究，让A品牌在竞争激烈的市场环境中，止住下滑的现状，并能扩大市场份额，打造真正属于自己的核心竞争力。关键词高端白酒营销策略商务消费营销保障IIAbstractChinaisthehometownofliquor.However,sincethefallof2012,top gradeliquorhasbeenintrouble.Threepublicfundsandothernational policieslimitingfactortothishigh-growthindustryfortenyearscasta shadow.Topgradeliquormarketdeclinealot,BrandAofthesignificant dropinsalesandprofit in2013fell.Howtosurviveanddevelopbusiness inthisnewmarketenvironment,andobtainacompetitiveadvantage,isthe subjectof manyliquorcompanieshavebeeninthestudy.BrandAinthetopgradeliquortopicsforthestudy,fromthedomestic situation andlevelofresearchstudiestostart,accordingtomarketingtheory byanalyzing Brand Aand marketenvironmentfacedby thetarget population,thedepthofanalysisBrandAmarketingsituationandfaceof opportunitiesandchallenges,especiallyfromthemarketsegmentation, targetmarket,marketpositioning,brandstrategy,productstrategy,pricing strategy,channelstrategy,andmanyotheraspectsofpainstakinganalysis, andfinallyBrandAmarketingstrategyandimplementationstagebringa uniqueperspective countermeasures.Firstly,thebackgroundandsignificanceofproposedresearch,marketing strategiesrelatedtothebasictheoryandresearchideasandmethodsare described,followedbythecurrenttopgradeliquorfromthebackgroundby threepublicfundsandlimitedanalysisofthestatusquostartonBrandAIIIdevelopmentprocessandthecurrentstatewhiletheanalysisofthe competitiveenvironmentBrandAmarketingstrategyanditsmajor competitorstodotheanalysis.Secondly,thestatusoftheBrandASWOT analysiscarriedoutontheSTPBrandAanalysissystem,andnowthe brandsmarketpositioningneedsAgradual shiftfromtheoriginaltopgrade winebusinessandpoliticalpartiestoconductbusinesspeopleBusiness changesupscalewineofchoiceshouldbebasedonbusinesspeopleconsumer groupforthetargetmarketand become as successfu