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论文编号：	10318
作者编号：	2220160810
上传时间：	2018/12/5 21:56:40
中文题目：	珍品茅台市场营销策略研究
英文题目：	Research on ZhenpinMoutai''''s marketing strategy
指导老师：	刘建华
中文关键字：	白酒；珍品茅台；7Ps理论；互联网
英文关键字：	liquor；ZhenpinMoutai；7Ps MarketingTheory；Internet
中文摘要：	当前的中国白酒行业，正面临着前所未有的洗牌与转型升级。传统的市场营销模式已不能适应年轻消费群体的需求，并受到来自互联网经济的挑战与冲击。为此，作为行业龙头的茅台酒企业，必须不断开发有竞争力且契合市场的新品，摸索寻找适应未来发展的商业模式，以巩固业界的领先者地位。本文则是围绕茅台股份公司开发的“珍品茅台”这一产品，以比普通飞天茅台更优酒质和比年份酒更低价格的优势，在茅台多条产品线上独占一个市场空白。本文首先基于PEST分析、STP理论、SWOT分析对珍品茅台营销内外环境作分析，得出产品在当下营销环境中的机遇和问题。再借用7Ps服务营销理论，进行全方位的市场营销分析，寻找其独特的核心竞争力，提出以“珍品茅台”个性化及差异化的细分产品运营，同时，本文也通过分析茅台酒企与“珍品茅台”所面临的内外部环境、竞争态势，梳理珍品茅台在未来市场和行业竞争过程，更加积极地争取使用移动互联的年轻用户，在新生代消费群中树立“珍品茅台=茅台”，扩大产品知名度同时保持品牌化，提升茅台酒厂的行业领导者地位。通过7Ps理论对产品、价格、渠道、促销、人员、服务、有形展示的分析,同时根据分析提出了相关改进策略和保障措施，在企业人员、信息化管理、物流管理和市场信息反馈等方面为珍品茅台的营销策略保驾护航。通过企业内部与营销外部的双重影响，强化消费者对“珍品茅台”优于普通飞天茅台，籍以牢固确立“珍品茅台”在高端白酒消费市场的个性特征及形象，从而实现长期可持续的发展健康良性的目标。本文的研究成果，也能使白酒行业在实体经济与服务营销之中获参考，通过珍品茅台的以身作则，反哺行业提升行业的产品输出标准与服务优化进程。
英文摘要：	As the leading enterprise in the industry, Moutai Winery developed this ZhenpinMoutai wine in 2015 with the strategy of surrounded by multi-product lines, which occupied the market gap with the advantage of higher quality than FeitianMoutai and lower price than the year Moutai. This article focuses on the "Zhenpin Moutai" which is developed by Moutai Wine Enterprises. With the advantages of better wine quality and lower price, theZhenpin Moutai occupies a market gap in many product lines in Moutai. The exclusive distributor of Moutai,this paper is based on the 7Ps marketing theory as the core, around the ZhenpinMoutai analysis; which involves the marketing theory including PEST analysis, STP theory, SWOT analysis and obtains the opportunities and problems of products in the current marketing environment. Then in 7Ps service marketing theory, carry on omni-directional marketing analysis, look for its unique core competitiveness, put forward to "Zhenpin Moutai" personalized and differentiated subdivision product operation. At the same time, this paper also analyzes the internal and external environment and competition situation faced by Moutai wine enterprises and " Zhenpin Moutai", combs the future market and industry competition process of treasure Moutai, strives more actively for the use of mobile Internet young users, and establishes "Zhenpin Moutai = Moutai" in the new generation of consumer groups, expands the well-known products.At the same time maintain brand, and enhance the industry leader position of Moutai distillery. 7Ps theory is used to analyze products, prices, channels, promotions, personnel, services, and physical displays. According to the analysis of the relevant improvement strategies and safeguard measures, in the enterprise personnel, information management, logistics management and market information feedback for the Zhenpin Moutai marketing strategy escort. Through the dual influence of the internal and external marketing of the enterprise, it is necessary to strengthen the consumer's preference for " Zhenpin Moutai" over ordinary Feitian Moutai, so as to firmly establish the personality characteristics and image of "treasure Moutai" in the high-end liquor consumption market, so as to achieve the long-term sustainable development of healthy and benign goals. The results of this study can also make the liquor industry in the real economy and service marketing reference, through the treasure Moutai as an example, feed the industry to upgrade the industry's export standards and service optimization process.
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