摘 要：白酒，自古以来在中华名族的传承与发展中都占据重要的地位，上下几千年的文明透出一股浓浓的“酒香”。在这样的背景下，白酒行业的繁盛可想而知，市场迅猛的发展和竞争的激烈也不可避免。其中有政府的宏观调控结果，也有市场自发引导。有一个良好的市场环境，才能使白酒行业获得长足的发展。这需要政府的宏观调控和政策支持，加之市场的自我调节才能达到建立一个理想化、规范化、高端化、健康化、合理化的市场的目标。河南地处中原、人口众多、物产丰饶，在此基础上形成了全国最大的白酒市场。河南的白酒市场充斥着众多品牌，竞争异常激烈，同时市场的良性发展面临着许多问题：粮价上涨、成本增加、质量问题、渠道建设、产品价位和层次等。如何解决好这些问题，是白酒企业的一大课题。27860
毕业论文关键词：泸州老窖；产品；战略规划
Analysis of strategic planning Lu Zhou Lao jiao market in He Nan
Abstract：Liquor, since ancient times in the inheritance and development of Chinese nation will occupy an important position, the next thousand years of civilization with a thick "wine". In this context, one can imagine the prosperous of the liquor industry, the rapid development and the market competition is inevitable. The government's macro-control results, there are market spontaneous guide. There is a good market environment, in order to make the liquor industry to obtain the considerable development. It needs the government's macro regulation and policy support, coupled with the market self adjustment in order to achieve the establishment of a standardized, high-end, healthy and rational. Henan is located in the Central Plains, a large population, rich products, on the basis of the formation of the country's largest liquor market. Henan liquor market is flooded with many brands, competition is fierce, at the same time, the healthy development of the market is facing many problems: rising food prices, costs, quality, price, channel construction and hierarchy. How to solve these problems, is a major issue of liquor making enterprises.
Key Words: Lu Zhou Lao Jiao ; Products; Strategic planning
目 录
摘 要 1
Abstract 1
一、白酒企业发展现状 2
（一） 国内发展现状 2
（二） 河南白酒发展现状和特征 2
二、泸州老窖企业战略概述 3
（一）大力打造“国窖1573”品牌，并限制产量 3
（二)逐步恢复老窖特曲的高端形象 4
三、泸州老窖企业河南市场环境分析 4
（一）政治环境分析 4
（二）经济环境分析 5
（三）社会文化环境 5
（四）产业环境分析 5
（五）SWOT分析 6
四、泸州老窖企业河南市场战略分析 8
（一）集中战略 8
（二）差别化战略 8
（三）渠道策略 8
（四）品牌战略 9
（五）开发细分市场、多元化战略 9
参考文献 12
致谢 13
泸州老窖在河南市场的战略规划浅析 前言
河南的白酒市场“龙蛇混杂”，品牌众多，竞争激烈。如何做好市场调研、抓住消费者需求、创新营销策略、完善销售渠道，是白酒企业能够在激烈的竞争中生存立足的关键。本文就泸州老窖集团在河南市场环境下，所采取的战略规划进行简要的分析。 泸州老窖在河南市场的战略规划浅析+SWOT分析:http://www.youerw.com/guanli/lunwen_22507.html