梨花春酿酒集团营销策略优化研究.docxVIP

PAGE PAGE IV 题 目 梨花春酿酒集团营销策略优化研究  内容摘要 我国白酒文化历史悠久,拥有独特的文化内涵,进入本世纪以来,我国白酒行业的发展取得了令人瞩目的成就。特别是2015年以来,消费新升级背景下,梨花春酿酒集团也取得了较快的发展。但是,近年来市场竞争程度日益激烈,梨花春酿酒集团与众多区域性中小型白酒企业一样,面对全国一线知名白酒品牌下沉挤压,品牌的营销能力下降和区域营销空间被压缩,发展速度放缓。 为更好适应市场环境变化,梨花春酿酒集团在竞争中立足，必须寻找企业发展的突破口。本文选择从梨花春酿酒集团的营销层面出发，结合白酒行业发展现状,运用4Ps理论,分析梨花春酿酒集团在营销过程中出现的不足,运用SWOT分析方法，结合梨花春酿酒集团的优劣势和面临的机遇挑战，有针对性的从产品、价格、渠道、促销等方面优化相应的营销策略,并得出以下相关结论：。论文希望为其他中小白酒企业优化区域市场营销策略、提升企业竞争力提供借鉴。 关键词：梨花春酿酒集团酿酒有限公司；营销策略；营销 Abstract my countrys liquor culture has a long history and unique cultural connotations. Since the beginning of this century, the development of my countrys liquor industry has made remarkable achievements. Especially since 2015, under the background of new consumption upgrades, Lihuachun Winery Group has also achieved rapid development. However, in recent years, the degree of market competition has become increasingly fierce. Like many regional small and medium-sized liquor companies, Lihuachun Brewing Group is facing the sinking and squeezing of first-line well-known liquor brands in the country, the brands marketing capabilities have declined and the regional marketing space has been compressed, and the development speed Slow down. In order to better adapt to changes in the market environment, Lihuachun Distillery Group has carried out liquor marketing innovation. Based on the marketing theory, using SWOT analysis, combined with the development status of the liquor industry, this paper analyzes the advantages and disadvantages of Lihuachun Brewing Group and the opportunities and challenges faced by its development. Then use the 4Ps theory to analyze the shortcomings of the Lihuachun Brewing Group in the marketing process, and formulate corresponding marketing strategies from the aspects of products, prices, channels, and promotions, and finally based on the relevant research and discussion. in conclusion. Based on the analysis of the development of small and med