泸州老窖营销策略分析
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泸州老窖营销策略分析
摘要
现代市场发展，白酒行业的调整，改变势在必行，在新的市场环境下，泸州老窖如何抓住新的商机，通过成功的市场营销手段来加快企业发展，提高企业知名度，成为人们关心的问题。
本文对泸州老窖的市场营销策略从市场营销的宏观环境，微观环境，消费者心理，竞争者，代替品进行分析；从产品策略，价格策略，渠道策略，促销策略方面提出了适用性较强的改进建议，但泸州老窖的市场营销策略是一个系统、复杂的系统工程，其制定和实施还需要进行进一步深入研究和探讨。
全文共分为五个部分，第一部分理论基础及企业介绍综合运用了市场细分、4P理论介绍了在市场营销过程中，白酒行业在中国浓香型白酒(CSFL)的生产中占有特殊的地位，【9】当代公司应该选择的策略和泸州老窖的基本情况。第二部分为论文的白酒市场营销环境分析，此部分通过对白酒行业状况进行初步了解，并对白酒市场的宏观环境及微观环境进行分析。第三通过对泸州老窖整体品牌定位的一系列措施进行了分析,包括各品牌产品管理、价格管理、销售渠道管理、销售促销管理等,通过理论因素与实践因素相结合,总结和提炼本文研究的结论和不足之处【8】。第四部分为泸州老窖营销策略存在的问题分析并通过以上的问题在前面分析的基础上提出有关泸州老窖市场营销策略的改进建议。
关键词：泸州老窖，营销策略，4p理论通过对泸州老窖整体品牌定位的一系列措施进行了分析,包括各品牌产品管理、价格管理、销售渠道管理、销售促销管理等,通过理论因素与实践因素相结合,总结和提炼本文研究的结论和不足之处。
Abstract
Luzhou laojiao is a famous product of domestic wine. The precipitation and development of history make luzhou laojiao have unique and distinct precious cultural wealth, which is named as national treasure cellar pool. At present, China's comprehensive national strength and cultural influence are rapidly increasing. The One Belt And One Road initiative and the comprehensive opening up strategy have been deeply implemented, making it feasible to connect luzhou laojiao with the market, connect its system and provide technical support. [10]
Therefore, the research purpose of this paper is: under the severe situation of liquor market in the new era, luzhou laojiao ADAPTS to the change of market environment and carries out reasonable and effective marketing means and strategies. Increase market share; Develop broader market; Looking for deficiencies in the product itself, improve the quality of the product itself. Through this marketing strategy research to improve product quality, find the product shortage and then enrich the wine market marketing strategy research,
This paper studies and analyzes the marketing strategy of luzhou laojiao co., ltd. through systematic research [10]. The paper is divided into four parts. The second part is the analysis of macro environment and micro environment of liquor market. The third part is luzhou laojiao enterprise status and existing problems analysis; The fourth part is the improvement suggestion.
目 录
摘 要 .................................................................................................... 错误!未定义书签。
Abstract ..................................................................................................... 错误!未定义书签。
前 言 ................................................................................................................................... 3
第1章 理论基础及企业介绍 ............................................................................................... 1
1.1 理论基础 .................................................................................................................... 5
1.1.1 市场细分理论 ...................................................................................................... 5
1.1.2 4p理论 .................................................................................. 错误!未定义书签。
1.2 企业介绍 .................................................................................................................... 3
1.3 本章小结 .................................................................................................................... 4
第2章 白酒市场营销环境分析 ........................................................................................... 5
2.1 白酒市场宏观环境分析 ............................................................................................ 5
2.2 白酒市场微观环境分析 ............................................................................................ 7
2.3 本章小结 .................................................................................................................... 8
第3章 泸州老窖营销策略现状及存在的问题分析 ......................................................... 10
3.1 泸州老窖市场营销现状 .......................................................................................... 10
3.2 泸州老窖市场营销中存在的问题 .......................................................................... 11
3.3 本章小结 .................................................................................................................. 13
第4章 五粮液公司市场营销策略改进措施 .................................. 14
4.1 产品策略问题解决分析 ............................................. 14
4.2 价格及渠道策略问题解决分析 ....................................... 14
4.3 促销策略问题解决分析 ............................................. 15
4.4 本章小结 ......................................................... 16
结 论 ................................................................................................................................. 17
参考文献 ................................................................................................................................. 18
致 谢 ......................................................................................................................... 19
