山庄老酒企业在市场营销策略方面存在的问题.docxVIP

江西科技学院本科生毕业论文（设计） 摘要 中国自古以来就以酒文化见长，中国就文化不同于其他国家的酒文化，其中还涵盖着中国数千年的文化精髓，因此中国一直以来将酒作为文人雅士的重要附属品，自古就有李白斗酒诗百篇的名句，而且中国人宴请等都是无酒不欢，无论是士大夫登高赋诗纵论天下还是贩夫走卒闲暇之余都要有酒作伴。可以说酒在中国的文化中不分层次阶级，不分时间地点都扮演的重要的角色。而且近年来，各种白酒公司大量出现，都在试图通过各种方式抢占市场，诸如海之蓝、江小白、老村长等新兴白酒品牌都通过强大的营销能力去抢占市场，而且传统的五粮液、茅台都白酒品牌又牢牢的占据了高端市场，这就使得很多白酒企业难以有效的开展市场。当前白酒市场可谓群雄争霸，想要更好的竞争就必须要有强大的市场竞争能力以及专业的营销策略才能让整个营销活动更好的开展。山庄老酒作为承德避暑山庄企业集团有限责任公司的重要产品，一种有着稳定的市场，但是当前背景下，企业竞争激烈不进则退，因此本文将着重分析山庄老酒的营销策略以及发展思路。 本文采用文献分析的方法。让理论和实践相结合,并运用对比分析法、举例法，阐述山庄老酒的营销现状。文章分为六大部分，第一部分为绪论，包括研究背景、研究目的与意义、文献综述和研究思路与方法。第二部分是对山庄老酒进行环境分析。第三部分是对山庄老酒当前的营销模式进行分析。第四部分则是结合上一部分的研究现状分析山庄老酒营销过程中存在的问题。第五部分是提出山庄老酒基于当前现状的营销改进方案。第六部分是总结。 关键词：山庄老酒；品牌营销；营销策略  Abstract China with wine culture since ancient times, Chinese wine culture is culture is different from other countries, which also covers the thousands of years of Chinese cultural essence, so China has been the wine as an important accessory of literati, since ancient times have Li bai wine poem sentence of the article, and the Chinese banquets and so on all is no wine, no similar chanting songs all charge of scholar-bureaucrat and leisure and common people to have a wine company. Can say wine regardless of class hierarchy in Chinese culture, the important role of particular time and place. Company, and in recent years, a variety of liquor are trying to take the market by various means, such as the sea of blue, Jiang Xiaobai, old village head emerging liquor brands by strong marketing ability to preempt the market, and the traditional wuliangye, maotai liquor brand and firmly occupy the high-end market, this makes a lot of white wine enterprise is difficult to effectively carry out market. The current market of liquor is would-be, want better competition, must have strong market competition ability and professional marketing strategy to make the whole marketing activities carried out better. At first as the chengde summer resort important products of enterprise group co., LTD., a kind of has a stable market, bu