-
摘要2013 年新一届领导人上台后，国家大力倡导勤俭节约，打造廉洁政府，强力推进“政府禁酒”。白酒行业由此迎来变革期，特别是主要市场从公务消费转向大众消费，需要时间过渡，白酒市场陷入深度调整。因此，作为新八大名酒之一的稻花香白酒如何在新的市场环境下立足并进一步发展，合理的营销策略至关重要。
- 上一篇：希尔顿酒店VIP服务质量评价研究
- 下一篇：大学生就业公平性问题研究
本文以市场营销相关理论为基础，针对稻花香白酒进行营销策略研究。首先对稻花香白酒的宏观环境深入分析（包括经济、法律、技术、社会与文化环境分析）；其次全面了解公司情况，对公司内部环境有一个清楚的了解，进而进行微观环境分析，分析稻花香白酒的消费者、供应商、经销商、竞争对手；运用4P营销理论对稻花香白酒的营销现状深入分析，了解其在营销中存在的问题，进而给出合理建议。28212
毕业论文关键词 稻花香 白酒 营销策略
毕 业 论 文 外 文 摘 要
Title A Study on the Brewery Marketing Tactics of Rice fragrant flowers Company
Abstract
After the new leaders came to power in 2013,National advocate thrift, and build a clean government, promote "government prohibition."Liquor industry is in transformation period, Especially the major market is translated from official consumption to public consumption,but it need time.Liquor market need to be deeply adjusted.Therefore, as one of the new eight wines, How should rice fragrant flowers gain a foothold in the new market environment and the get further development, reasonable marketing strategy is essential.
In this paper, based on the theory of relevant marketing ,marketing strategy research for rice flower liquor. First, make the deeply analysis of the macroeconomic environment of rice fragrant flowers(Including economic, legal, technical, social and environmental analysis of culture). Secondly, make a comprehensive understanding of the Company, and have a clear understanding for internal environment of the company ,then make a analysis of micro-environment.analyzing its consumers, suppliers, distributors and competitors; Applying 4P marketing theory to analyze Sales Situation of rice fragrant flowers, understanding the problem which exist in marketing , and then give reasonable suggestions.
Keywords Rice fragrant flowers Brewery Marketing tactics
目 次
1 引言 1
1.1研究背景 1
1.2研究目的和意义 2
1.3研究内容和方法 2
2 稻花香白酒宏观环境分析 4
2.1经济环境 4
2.2法律环境 4
2.3技术环境 5
2.4社会与文化环境 6
3 稻花香白酒营销的微观环境分析 8
3.1公司概况 8
3.2消费者分析 8
3.3供应商分析 9
3.4经销商分析 9
3.5竞争对手分析 12
4 稻花香白酒营销现状问题分析 14
4.1产品分析 14
4.2价格分析 14
4.3渠道分析 14
4.4促销分析 15
5 稻花香白酒营销策略改进建议 16
5.1产品策略 16
5.2价格策略 16
5.3渠道策略 17