安徽白酒市场营销策略分析0pec2uc0.docVIP

安徽白酒市场营销策略分析 ANALYSIS OF THE MARKETING STRATEGY OF ANHUI LIQUOR MARKET??XUAN OF WINE AS AN EXAMPLE ABSTRACT Anhui province is one of the big white wine productions and consumption of the china, regional brand is numerous, they are on the fierce competition in the market in Anhui. The main problem of the Anhui liquor industry: As liquor production costs continue to rise, the factors become the main liquor enterprise development restriction factor. Differences between enterprises operating profit level. Enterprise scale is small, mainly to mid-range liquor products, but also lack of competitiveness of the industry. Anhui liquor the normal development of the enterprise tax burden is higher. The liquor sales still need to improve market environment. These problems need liquor enterprise in Anhui liquor market competition, marketing strategy innovation liquor, continue to optimize the channel strategy, but also to make their own wine brand planning Start from the Anhui liquor market situation , to declare the wine business , for example , from STP and 4Ps marketing strategy point of view , the analysis declared wine liquor market in Anhui successful use of marketing strategies , as well as a sustainable competitive environment in Anhui liquor market , brand pull of the liquor KEYWORDS: xuan of wine, marketing strategy, brand 目录 摘要 I ABSTRACT II 引言 1 1安徽白酒市场现状 1 1.1市场现状 1 1.2安徽白酒消费特征 2 2宣酒市场环境分析 2 2.1宣酒概述 2 2.1.1公司产品介绍 3 2.1.2产品优势 3 2.2环境分析 4 2.2.1宣酒集团的外部环境分析 4 2.2.2宣酒内部环境分析 7 3宣酒营销策略分析 8 3.1 STP 营销策略 8 3.1.1市场细分 8 3.1.2目标市场选择 9 3.1.3产品市场定位 9 3.2 4Ps营销组合策略 11 3.2.1产品策略 11 3.2.2价格策略 12 3.2.3渠道策略 13 3.2.4促销策略 14 4 宣酒品牌塑造 18 4.1品牌对于白酒企业的重要性 18 4.1.1产品或企业核心价值的体现 18 4.1.2品牌是质量和信誉的保证 18 4.1.3品牌是区分竞争对手的有力保证 19 4.1.4品牌体现企业的资本价值 19 4.2宣酒品牌塑造 19 4.2.1宣酒品牌定位 19 4.2.2品牌产品设计与推广 20 4.2.3企业品牌形象塑造 21 结论 22 参考文献 23 致谢辞 24 引言 安徽是白酒的产销大省,省内白酒品牌众多,区域性品牌特点比较明显,全国性品牌较少。安徽白酒市场属于内部竞争型市场,从多区域性白酒品牌对安徽市场的争夺是非常激烈的。在新的市场环境下,白酒企业竞争进入白热化,能否在市场竞争中创新市场营销策略,创新白酒渠道形式,成为白酒企业制胜的关键。本文就宣酒集团在安徽市场环境下,采取的