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论文编号：	11604
作者编号：	2220160873
上传时间：	2020/6/8 21:28:59
中文题目：	湖南SXT酒业公司市场营销策略研究
英文题目：	Research on marketing strategy of hunan SXT liquor company
指导老师：	韩德昌
中文关键字：	中国白酒业上市公司；白酒行业产品市场；市场战略定位；营销策略
英文关键字：	Chinese liquor industry listed companies；liquor industry product market；market strategic positioning；marketing strategy
中文摘要：	摘要 酒作为一个极具中国传统文化特色的产品，在今天这个商业贸易大发展，人员大流动的时代，其在人们的生活中扮演着不可或缺的角色。近年来由于中国的白酒生产经营行业的发展取得了较为乐观的发展成就,我国本土的白酒生产企业也已经成为了市场内活跃的主要竞争力量,整个白酒行业发展呈现出了完全自由竞争的状态。如何有效制定和研究实施一套科学的白酒市场营销管理策略,提高企业参与市场竞争的能力,已经进一步成为我国白酒生产经营企业未来发展面临的重要战略课题。 湖南sxt酒业有限公司,地处于风景秀丽的有桃花源里的城市之美誉的湖南常德,于2015年由四位曾经有着20多年的白酒市场营销管理工作经验的白酒专业人士,本着"为每个懂酒的湖南人精心酿造一杯好酒,为好酒寻找一个懂酒的人"的品牌经营理念,以打造极致的个性化产品、极简的产品包装、极限的产品价格、极致的售后服务为广大客户的消费创造极致的个性化体验为品牌营销的理念。公司自主研制开发并推出的第一款独具酱香细腻、柔和爽净风格的sxt国宝酱酒,自2015年在中国湖南常德地区正式上市以来，每年都取得了较好的市场业绩,通过几年的市场培育，在企业所在地湖南常德逐渐建立了较好的口碑和声誉,渐渐发展成长为中国本土湖南区域酱香型白酒品牌的三大领导者和强势竞争品牌之一。然而,在近两年的市场发展和经营过程中,由于酱香领导品牌国酒茅台的市场运作管理力度的加大,本土酱香白酒代表品牌武陵酒在其市场上的发展得到地方政府的强势支持和推动,sxt酒在其经营的过程中仍然出现了业绩增长乏力的问题,存在着公司产品价格与价值不匹配和市场定位不精准、品牌价值实现能力不强,营销模式和渠道单一等问题。为此,本文在多次对客户进行市场调研的基础上,对sxt酒业公司的营销组合策略进行了更深入的诊断和分析,制定了一套切合实际的营销组合策略与营销管理方法。 本文共分为六个主要部分。第一个部分:绪论,提出了研究的背景与其意义;介绍了研究的内容与其方法。第二个部分:对相关研究理论的回顾,介绍了环境分析的方法、市场战略定位的理论及市场营销战略组合的机制与策略。第三个部分:对湖南sxt酒业公司营销战略环境分析,介绍了湖南sxt酒业公司目前所面临的中国宏观市场营销战略管理环境与行业的发展环境及未来的行业发展趋势,并对企业的现状进行了swot的分析。第四个部分:对湖南sxt酒业公司市场营销的现状及相关问题进行了分析。主要是回顾了湖南sxt酒业公司的发展与经营历程,描述了公司的现状与酒业公司市场组织的架构及营销的职能与其管理权限,营销的策略及市场营销中可能存在的主要问题。第五个部分;对湖南sxt酒业公司市场营销的组合与策略的选择进行分析。主要探讨了湖南sxt酒业公司的市场战略定位及营销的策略。第六个部分:对湖南sxt酒业公司市场营销的组合与策略的制定与实施。主要是介绍了sxt酒业公司的现代市场营销的理念、组织架构、营销机制与策略以及客户关系的规划与管理。 关键词：中国白酒业上市公司；白酒行业产品市场；市场战略定位；营销策略
英文摘要：	Abstract As a product with Chinese traditional cultural characteristics, wine plays an indispensable role in people's life in today's era of great development of commerce and trade and great turnover of people. In recent years, the development of China's liquor production and management industry has made relatively optimistic achievements, and the local liquor production enterprises in China have become the main competitive force in the market. How to formulate and implement a set of scientific liquor marketing management strategy and improve the ability of enterprises to participate in market competition has become an important strategic issue for the future development of Chinese liquor production and management enterprises. Hunan SXT wine co., LTD., located in beautiful scenery of a peach garden in the city of changde, hunan province, was founded in 2015 by four used to have 20 years marketing management experience of liquor professionals, in line with "for each of the people who know the hunan wine brew a cup of good wine, carefully looking for a people who know their wine for good wine" brand management idea, to create perfection of personalized products, minimalist, product packaging, the limit of product price, best after-sales service for the general customers consumer create acme personalized experience for the concept of brand marketing. Company independent research and development and to the unique maotai-flavor fine, soft style fine SXT national sauce wine, since 2015, officially listed in China's hunan changde area, since every year achieved good market performance, through years of market cultivation, the enterprise is located in hunan changde has established good public praise and reputation gradually, gradually developed into China's local hunan regional maotai-flavor liquor brand of one of the three great leader and a strong competitive brand. However, in the process of nearly two years of market development and management, because the leading brand of Chinese wine maotai maotai-flavor of market operation management strength increase, local maotai-flavor liquor on behalf of wuling wine brand in the market on the development of the local government's strong support and promote, SXT wine in the process of its business still sluggish performance problems, there are the products of the company does not match the price and value and market positioning is not accurate, brand value implementation capability is not strong, marketing model and single channel. Therefore, on the basis of market research on customers for many times, this paper makes a more in-depth diagnosis and analysis of the marketing mix strategy of SXT wine company, and formulates a set of practical marketing mix strategy and marketing management method. This paper is divided into six main parts. The first part: introduction, put forward the research background and significance; The research contents and methods are introduced. The second part: the review of relevant research theories, introduces the method of environmental analysis, the theory of market strategic positioning and the mechanism and strategy of marketing strategic combination. The third part: analyzes the marketing strategy environment of hunan SXT liquor company, introduces the macro marketing strategy management environment of China, the development environment of the industry and the future development trend of the industry that hunan SXT liquor company is facing at present, and makes swot analysis on the current situation of the enterprise. The fourth part: analyzes the marketing status and related problems of hunan SXT liquor company. This paper mainly reviews the development and operation process of hunan SXT wine company, describes the present situation of the company, the structure of the market organization of the wine company, the function of marketing and its management authority, the marketing strategy and the main problems that may exist in the marketing. The fifth part; This paper analyzes the marketing mix and strategy selection of hunan SXT liquor company. This paper mainly discusses the market strategic positioning and marketing strategy of hunan SXT liquor company. The sixth part: hunan SXT liquor company marketing mix and strategy formulation and implementation. This paper mainly introduces SXT's modern marketing concept, organizational structure, marketing mechanism and strategy, as well as the planning and management of customer relationship. Key words: Chinese liquor industry listed companies；liquor industry product market；market strategic positioning；marketing strategy
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