摘  要: 首先，本文对PEST模型、4Cs营销及品牌营销的相关理论进行了梳理与总结，同时结合这些理论对茅台酒厂所属的行业环境以及营销市场中的顾客、成本、便利和沟通各要素进行大致的分析，通过分析结果为营销战略的制定做下坚实的铺垫以及提供重要论据；其次，本文基于SWOT分析法确定了茅台集团优势、劣势、机会和威胁，并结合茅台酒厂的自身发展现状和环境，得出了茅台酒厂应同时制定 “横向一体化战略”和“加强型战略”。最后，对于茅台酒厂在整个战略计划实施的过程中面临的问题做出了相应的措施。68787

毕业论文关键词：营销战略；SWOT分析；市场营销；茅台酒厂

Maotai 's Marketing Strategy and Its Enlightenment

Abstract: First of all, this paper combs and summarizes the relevant theories of PEST model, 4Cs marketing and brand marketing. At the same time, combined with these theories, the industry environment of Maotai Winery and the customers in the marketing market, cost, convenience and communication are summarized. Secondly, this paper based on the SWOT analysis method to determine the Maotai Group advantages, disadvantages, opportunities and threats, combined with Maotai brewery's own development status and environment, to draw a conclusion, in order to provide a reasonable marketing strategy for the relevant theoretical basis; Maotai wineries should also develop "horizontal integration strategy" and "enhanced strategy." Finally, Maotai Winery for the implementation of the strategy in the process of making relevant recommendations.

Key words: Maotai winery; marketing; SWOT analysis; marketing strate 

目  录

茅台营销策略及其启示 2

摘  要: 2

Maotai 's Marketing Strategy and Its Enlightenment 2

Abstract 2

一、 引言 1

(一) 研究背景 1

(二) 研究意义 1

(三) 研究的必要性 1

二、 营销战略理论分析框架 2

(一) SWOT分析法 2

(二) 4Cs分析法 2

(三) PEST分析模型 3

三、 茅台酒厂的运营现状 4

(一) 茅台酒厂的背景介绍 4

(二) 茅台酒厂的经营范围 4

(三) 茅台酒厂现在的经营情况 5

四、 茅台酒厂的营销战略分析 7

(一) 茅台酒厂的宏观环境分析（PEST模型） 8

1、  社会和文化环境 8

2、  政治法律环境 8

3、  经济环境 9

4、  技术环境