论文总字数：19576字

摘 要

我国是世界上最大的蒸馏酒生产国和消费国，拥有独特的白酒酿造工艺，已有几千年历史。自古以来，白酒不仅传承了中国的深厚文化历史，而且在政治、外交、经济方面都展现了重要的意义。近年来，随着居民对白酒产品的要求逐渐提高，以及白酒行业营销策略的不断改进，国内白酒行业的竞争更加激烈。这些变化对于占据白酒行业大半江山，数量众多、实力分散的中小白酒企业来说，影响尤为突出。只有那些能够迅速制定贴近消费者的营销方式的酒企，才有可能在市场上抢占先机。因此，白酒企业，尤其是中小白酒企业，急需结合环境的变化，依据企业的产品、业务状况、财务状况、竞争策略、市场份额等信息进行分析，根据品牌自身情况、创造出能够更加适应市场变化的新的营销策略，从而使得企业的持续健康发展。

本文首先从宏观环境分析了我国白酒产业、生产企业和地方性白酒产业的整体发展，包括白酒产业的总体特征、国家相关政策法规的改革、社会宏观经济条件、文化条件和产业技术。然后，从替代品、供应商、潜在竞争者、购买者和行业内部因素的角度进行行业竞争分析，分析白酒行业企业营销策略的现状。主要依据“4ps”理论，从产品、价格、促销、渠道方面探讨了白酒行业营销策略中的不足之处。在此基础上，对绿豆烧酒产品进行分析，运用市场营销理论对窑湾绿豆烧酒的产品、价格、渠道和促销策略的内容进行优化和探讨，从而为企业未来竞争发展提供一些参考依据。

关键词：绿豆烧酒；“4Ps”理论；营销策略

Marketing Strategy Analysis of Green Bean Soju in Yaowan

Abstract

China is the world"s largest distilled wine producer and consumer, with a unique liquor brewing process, has thousands of years of history. Since ancient times, baijiu has not only inherited China"s profound culture and history, but also demonstrated its important significance in politics, diplomacy and economy. In recent years, with the gradual improvement of residents" requirements for liquor products and the continuous improvement of marketing strategies in the liquor industry, the competition in the domestic liquor industry has become more intense. These changes for the majority of the liquor industry, the number of large, scattered strength of small and medium-sized liquor enterprises, the impact is particularly prominent. Only those who can quickly develop close to the consumer"s marketing approach to the wine enterprises, it is possible to seize the opportunity in the market. Accordingly, liquor enterprises, especially small and medium-sized white wine enterprise, need a combination of changes in the environment, on the basis of enterprise products, business and financial conditions, competitive strategy and analyze the information such as market share, according to the brand itself, can more adapt to market changes in the new marketing strategy, so as to make the sustained and healthy development of the enterprise.

This paper first analyzes the overall development of China"s liquor industry, production enterprises and local liquor industry from the macro environment, including the overall characteristics of liquor industry, the reform of relevant national policies and regulations, social macroeconomic conditions, cultural conditions and industrial technology. Then, from the perspective of substitutes, suppliers, potential competitors, buyers and internal factors of the industry, the industry competition analysis, analysis of the status quo of liquor industry enterprise marketing strategy. Based on the theory of "4ps", this paper discusses the shortcomings of the marketing strategy in liquor industry from the aspects of product, price, promotion and channel. On this basis, the product of mung bean soju was analyzed, and the content of product, price, channel and promotion strategy of yaowan mung bean soju was optimized and discussed with the marketing theory. So as to provide some references for the future competitive development of enterprises.

Key words: Greenbeanwine;"4ps"theory;Themarketingstrategy

目 录

摘 要 I

Abstract II

第一章 绪 论 1

1.1研究背景 1

1.2研究思路与研究内容 1

1.3研究方法 2

第二章 文献综述与基本理论分析 3

2.1 国内外研究现状 3

2.2基本理论分析 3

第三章 绿豆烧酒企业营销环境分析 5

3.1 宏观环境的变化 5

3.2自身条件制约 6

3.3市场竞争激烈 7

3.4人才缺失 8

第四章 窑湾绿豆烧酒营销优化策略 10

4.1完善的产品结构 10

4.2合理的价格定位 10

4.3多样化的渠道 11

4.4灵活的促销手段 12

第五章 结 论 13

致谢 14

参考文献（References） 15

第一章 绪 论

1.1研究背景

近年来，由于中国白酒行业整体环境的变化，行业内由原本的广泛性竞争向垄断竞争的发展趋势导致白酒行业竞争愈加激烈，迎来了白酒行业发展的瓶颈期。中国产业信息网2017年白酒行业报告中指出：2017年全国规模以上白酒企业年产酒量1198.06万升，同比增长6.86%。完成销售收入5654.42亿元，同比增长14.42%；利润总额1028.48亿元，同比增长35.79%，比去年同期增长26.5个百分点。在此背景下，国内白酒制造业开启了新一轮的市场竞争，竞争形势复杂多样，兼并、重组已成为白酒巨头的首选，这表明我国白酒行业正朝着规模化和产量化方向发展。各大白酒企业结合国内形势和消费习惯，采取新的营销策略，迅速抢占市场。在这个新的时期，窑湾绿豆烧酒业正面临着众多知名白酒企业占据市场份额的局面，逐渐凸显自身品牌和产品定位所存在的问题，更是迫切需要紧跟潮流发展来改善自身的营销策略。绿豆烧酒业应该了解市场变化，快速准确地识别产品定位，改善传统营销策略，为本企业产品适应市场做好准备。

首先，随着中国政治体制和法治建设的不断改善，政府开支已经公示化，公务员购买白酒的数量和品质档次都有所下降。其次，消费者不仅可以购买白酒，红酒、洋酒和啤酒等也成为他们的选择。面对和这些代替品之间激烈的角逐，“窑湾绿豆烧酒”在激烈的红海商战中占一席之地显得尤为重要。本文意在给予绿豆烧酒一些意见，希望其可以成为公众首选产品，进一步打造自身品牌，更好地推动产业在白酒市场的经营战略的创新，发扬产地文化。

1.2研究思路与研究内容

本文的研究思路和研究内容在进行论文撰写前，多次与导师进行沟通，最终敲定。

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