毕业设计（论文）《安徽白酒市场营销策略分析—以宣酒为例》.doc

安徽理工大学毕业论文 PAGE II 安徽白酒市场营销策略分析——以宣酒为例 摘要 安徽是白酒的生产和消费大省，省内区域性品牌众多，在安徽市场中展开激烈的竞争。安徽白酒行业面临的主要问题：随着白酒生产成本的不断上涨，成为白酒企业发展的主要制约因素。企业之间经营利润水平差异较大；企业规模偏小，缺少行业竞争力，中低端白酒产品居多；税负较高困扰安徽白酒企业的正常发展；白酒销售市场环境仍需改善。这些问题需要白酒企业在安徽白酒市场竞争中，创新白酒营销策略，继续优化渠道策略，同时也要做出自身白酒品牌的规划，争取产品品牌化发展。 本文从安徽白酒市场现状入手，以宣酒为例，从STP和4Ps营销策略角度，分析宣酒在安徽白酒市场营销策略的成功运用，以及在安徽白酒市场持续竞争环境下，品牌拉力对白酒企业的重要性。 关键词： 宣酒，营销策略，品牌 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 PAGE 36 目录 TOC \o 1-3 \h \z \u 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