功能性白酒市场存在的问题跟营销对策.docVIP

四川理工学院毕业设计（论文） 浅谈功能性白酒市场存在问题及营销对策 学 生：彭菊 学 号：07051100124 专 业：市场营销 班 级：2007.1 指导教师：谢文德 四川理工学院经济与管理学院 二O一一年六月 摘 要 白酒，是中国一个具有深远历史文化内涵的概念。远至唐朝，就有风骚文客们的诗歌赞美。从古到今，它一直是一个持续增长长盛不衰的行业，那白酒市场究竟具有什么样的特点?随着经济和社会的发展，人们对饮食健康的重视，白酒市场又会有什么调整，除了酱香，清香等等，又会出现什么品类开始在这个舞台上扮演着愈加重要的角色？在这个时候，无论是学者专家都预测功能性白酒将会在社会发展中呈现走俏态势。如何让功能性白酒占有更大市场份额已成为一些白酒企业面临思考的问题。功能性白酒市场存在着哪些问题，在哪些方面可以提高？本文分别从市场，企业，消费者三个层面来发现问题所在，并结合4P理论对其进行分析，找出相应的营销对策。 关键词： 功能性白酒，存在问题，营销策略 ABSTRACT The liquor is a profound historical culture connotation concept in China. As far as tang dynasty, there are many poets had praised it. At present, it has always been a sustained growth of the industry, and what characteristics of the flourishing liquor market have? With the development of the economic, people care more about healthy .what methods liquor manufacturer will have to adjust to the market? With the traditional fragrance, what category of liquor would play a more important role in this area? At this time, whether scholars and experts are predicting functional liquor will be present in social development trend. So some liquor enterprises are facing the problem that how to let functional liquor win more market share. So this essay from three parts to explore what problem this market had. At the same time, we also use 4PS theory to find the method to solve all problems. Keywords: liquor market functional liquor，market problem，marketing strategy 目 录 1 前言--------------------------------------------------------------1 2 功能性白酒的定义--------------------------------------------------1 3 功能性白酒市场现状------------------------------------------------2 4 功能性白酒市场面临的问题------------------------------------------2 4.1 市场层面的问题------------------------------------------------2 4.2 企业层面的问题------------------------------------------------2 4.3 消费者层面的问题----------------------------------------------3 5 功能性白酒市场存在问题的原因分析--------------------------------