基于消费者行为的白酒营销策略工商管理专业论文.docxVIP

PAGE PAGE IV ABSTRACT behavior as a foundation in order to satisfy the consumer demand. According to the empirical research methods of random sample, PCS are analyzed logically and normally. The concrete study, taking AIO lifestyle variables as the foundation of market segmentation, demographic variables as input variables and consumer attitudes variables as the describing factors of consumer behavior, makes subdivision of the liquor markets so as to comprehend the consumption features of various market segmentation and offers relative marketing strategy and advice. The research conclusion suggests that every measure contains favorable credibility and effectiveness, also, according to different consumer attitude variables, consumers can be divided into different consumer groups which has direct impact on their modes of liquor consumption. As long as the liquor sellers make in-depth analysis of different consumer groups as well as apply different marketing strategy, can they survive and develop in the glut market that the competition being very intense. Key Words: Liquor; Consumer Behavior; Lifestyle; Market Segmentation; Marketing Strateg 目录 目 录 HYPERLINK \l _bookmark0 第一章 绪 论 1 HYPERLINK \l _bookmark1 1.1 研究背景 1 HYPERLINK \l _bookmark2 1.2 研究目的及意义 1 HYPERLINK \l _bookmark3 1.3 研究思路 2 HYPERLINK \l _bookmark4 第二章 我国白酒行业基本概况 4 HYPERLINK \l _bookmark5 2.1 白酒历史 4 HYPERLINK \l _bookmark6 2.2 白酒产品的构成 4 HYPERLINK \l _bookmark7 2.3 我国白酒行业发展概况 6 HYPERLINK \l _bookmark8 2.4 我国白酒业的现状 7 HYPERLINK \l _bookmark9 2.5 白酒市场的特点 9 HYPERLINK \l _bookmark10 2.6 我国白酒行业发展趋势 12 HYPERLINK \l _bookmark11 第三章 白酒行业分析 14 HYPERLINK \l _bookmark12 3.1 宏观环境 PEST 分析 14 HYPERLINK \l _bookmark13 3.1.1 政治法律环境 14 HYPERLINK \l _bookmark14 国家对白酒业的宏观调控 15 HYPERLINK \l _bookmark15 中国加入 WTO 对白酒行业的冲击 17 HYPERLINK \l _bookmark16 地方政府保护，市场割据 17 HYPERLINK \l _bookmark17 3.1.2 人口与经济环境 18 HYPERLINK \l _bookmark18 宏观经济状况持续看好 18 HYPERLINK \l _bookmark19 人口对白酒需求的影响 18