营销毕业论文浅谈国酒茅台营销策略

哈尔滨理工大学毕业设计题目：浅谈国酒茅台营销策略院、系：哈尔滨德强商务学院外语系姓名：韩笑指导教师：辛江系主任：年月日哈尔滨理工大学学士学位论文-I-浅谈国酒茅台营销策略摘要长期以来，国酒茅台真是风光无限。它几乎就是酒文化的化身和象征，一度被誉为“酒神”。大凡上档次的宴席、有层次的消费群体，迎来送往，无不以饮“茅台”为荣，而如今，国酒茅台，觥交错间，再难闻其香。相反，过去的“小老弟”五粮液却一统天下，稳居高档白酒老大宝座，气势如日中天。假酒影响、口味不适、市场变幻……原因方方面面。因此加强国酒茅台营销策略的建设迫在眉睫。本文首先提出研究背景、现状、目的、营销状况。对国酒茅台营销战略用分析方法、调查研究进行了阐述，运用了SWOT分析法和4P策略深刻剖析了茅台酒的优劣势和策略，从而为营销战略规划奠定了坚实的基础。最后就国酒茅台营销策略中存在的问题，提出新的营销战略，保障此战略顺利实施的制度与措施。关键词国酒茅台；营销策略；措施；哈尔滨理工大学学士学位论文-II-DiscussthenationalAbstractwinemaotaimarketingstrategyAbstractForalongtime,Maotaiwinecountryreallyfame.ItisalmostasymboloftheIncarnationandwineculture,onceknownastheBacchus.Generally,thegradeofthefeast,therearelevelsofconsumergroups,greetingsent,alltodrinkMaotaiproud,butnow,Maotaiwinecountry,Gongstaggeredbetween,andthenbadtheirfragrance.Onthecontrary,thepastlittlebrotherWuliangyehasdominatedworld,rankedupscaleliquorbossthrone,themomentumappearstoberising.Counterfeitimpact,tastediscomfort,becausethemarketchanges......aspects.Therefore,strengtheningthecountryliquorMaotaimarketingstrategyconstructionisimminent.Thispaperfirstproposedresearchbackground,status,purpose,marketingsituation.Maotaiwinecountrymarketingstrategiesforusinganalyticalmethods,researchstudiesaredescribed,usingaSWOTanalysisand4PstrategyprofoundanalysisoftheadvantagesanddisadvantagesofMaotaiandstrategies,marketing,strategicplanningsoastolayasolidfoundation.FinallyMaotaiwinecountrymarketingstrategyproblems,proposenewmarketingstrategytoensurethesmoothimplementationofthisstrategyandmeasuressystem.Keywordsmaotaiwinecountry;marketingstrategies;measures;哈尔滨理工大学学士学位论文-III-目录摘要......................................................................................................................IAbstract...............................................................................................................II第1章绪论........................................................................................................11.1国酒茅台的历史背景...............................................................................11.2茅台酒的发展现状...................................................................................21.3茅台酒的市场营销目的...........................................................................21.4国酒茅台现今的营销状况.......................................................................2第2章研究综述................................................................................................42.1营销战略管理相关理论...........................................................................42.1.1营销战略的涵义和特征....................................................................42.2文献综述...................................................................................................5第3章国酒茅台的4P策略分析......................................................................63.1国酒茅台营销策略分析...........................................................................63.1.1全国各专卖店超市调查研究............................................................63.1.2国酒茅台消费市场营销策略............................................................63.1.3高价酒类市场营销的策略................................................................63.2茅台酒的优劣势分析...............................................................................73.2.1茅台酒的优势分析............................................................................73.2.2茅台酒的劣势分析............................................................................73.3茅台酒的机会和威胁分析.......................................................................73.3.1茅台酒的机会分析............................................................................73.3.2茅台酒威胁分析................................................................................73.4茅台酒的品牌策略...................................................................................83.5定价策略.................................................................................................103.6分销策略.................................................................................................113.7促销策略.................................................................................................11第4章国酒茅台营销中存在的问题和措施..................................................134.1国酒茅台营销策略中存在的问题.........................................................134.1.1盲目借鉴营销策略品牌个性不鲜明..............................................134.1.2市场定位模糊营销战略似空谈......................................................134.1.3营销策略短期化不利于品牌推广..................................................134.1.4高素质营销人才缺乏队伍整体素质有待提高..............................134.2国酒茅台营销策略实施的保证措施.....................................................14哈尔滨理工大学学士学位论文-IV-4.2.1企业组织架构改革与创新..............................................................144.2.2加强企业文化和品牌推广..............................................................144.2.3加强经销商体系建设......................................................................144.2.4加快营销人才队伍建设..................................................................154.2.5加强营销队伍管理..........................................................................154.2.6加大对营销人员的培训力度...............