商务英语-飞天茅台对贵州茅台酒股份有限公司营销的影响分.pdfVIP

飞天茅台对贵州茅台酒股份有限公司营销的影响 分析 摘要：中国白酒是世界上六大蒸馏酒之一，其发展有着千百年的历史。茅台酒作为 中国白酒行业的高端品牌之一，更是被誉为国酒而名扬世界。随着我国经济的不断 地腾飞发展，国内的高端酒水市场规模也在不断地扩张壮大，高端酒水品牌推出的 酒水系列越来越多地充斥着酒水市场，但贵州茅台酒股份有限公司（茅台集团）的 飞天茅台系列却仍然深受广大消费者的欢迎与青睐。茅台酒作为中国著名的民族品 牌，它的营销策略将深深影响着国内其他酒水品牌的生存与发展。 本文将从茅台酒的高端系列飞天茅台为例，以SWOT分析法探究 “飞天茅台”在 中国酒水市场的发展状况，结合中国高端酒水市场的现状，再针对茅台集团对飞天 茅台的营销战略中出现的问题，得出 “飞天茅台”对茅台集团的经营启发。 关键词：飞天茅台；高端酒水市场；营销策略 ii An Analysis of the Impact of Flying Moutai on the Marketing Strategies of Kweichow Moutai Co. Ltd Abstract Chinese liquor is one of the six largest distilled spirits in the world, which has a history of thousands of years. Moutai liquor, as one of the high-end brands in Chinese liquor industry, also enjoys its reputation of the national liquor across the world. Moutai liquor has been the pioneer and leader in the liquor market. Simultaneously, the fast development of Chinese economy brings the industry a historical opportunity, which bolsters the growth and expands the scale of the domestic high-end liquor market. However, Flying Moutai, one of major high-end products’ of Kwuichow Moutai co. Ltd. (Moutai Group), is still favored by most consumers. As a national brand in China, Moutai Group’s marketing strategies exert a profound and far-reaching influence on the survival and progress of other domestic liquor brands. This thesis will take Flying Moutai as an example to explore its status quo in Chinese liquor market with SWOT analysis method. Ultimately, combined with the situation of high-end liquor market, the thesis will draw some inspiration from current existing problems lying in marketing strategies of Flying