论文总字数：18497字

摘 要

Abstract 5

第一章 绪 论 6

1.1 研究背景和意义 6

1.2 研究的方法 7

1.3 研究内容和思路 7

第二章 相关文献综述 8

第三章 山庄老酒的营销环境分析 10

3.1 河北白酒行业PEST分析 10

3.2 河北白酒行业竞争分析 11

3.2.1波特五力分析 11

3.2.2 河北白酒行业竞争格局 12

3.2.3 山庄老酒竞争对手分析 12

3.3山庄老酒SWOT分析 12

第四章 山庄老酒品牌营销现状及问题分析 14

4.1 山庄老酒企业发展回顾 14

4.2 山庄老酒品牌营销现状分析 14

4.2.1 山庄老酒的产品现状 14

4.2.2 山庄老酒的营销现状 15

5.1 强化企业品牌文化理念，重塑品牌形象 17

5.2 优化产品结构，调整价格区间 17

5.3 强化品牌宣传力度 18

5.1 整合渠道管理 18

第六章 结 论 20

致 谢 21

参考文献（References） 22

摘 要

作为酒业大国之一，中国的酿酒业已经历了几千年的发展，中国的白酒因其特有的酿造技术，深厚的白酒文化享誉世界。随着消费者消费习惯的改变，国家限制三公消费政策的实施使得白酒行业产能过剩，茅台、五粮液等名酒垄断市场，使得竞争愈发激烈，白酒企业面临的形式越来越严峻，为了在激烈的环境中生存下来，发展壮大，众多企业已经将品牌营销作为重中之重。

本文通过对河北酒业山庄老酒的品牌营销策略进行分析，找出其在品牌营销方面存在的问题，借助文献研究、对比分析等方法，以事实和数据证实山庄老酒品牌营销的重要性，并为之提出切实可行的建议，以帮助企业更好地发展，同时也为地区型白酒的发展提供借鉴和参考。

本文首先介绍研究背景与选题意义，阐明研究目的、方法及思路，论述品牌营销的理论基础，，采用PEST分析、波特五力分析模型、SWOT分析等对河北白酒行业环境进行分析，在此基础上，结合山庄老酒的营销现状找出其存在问题及成因，并提出解决建议，最后进行总结。

关键词：河北，山庄老酒，品牌营销

Abstract

As one of wine country, China"s wine industry has experienced several thousand years of development, China"s liquor due to its unique brewing technology, profound liquor culture is famous in the world. As consumer spending habits change, the implementation of the countries restrict the three-fair causes liquor-making industry overcapacity, maotai, wuliangye wine monopoly market, the increasingly fierce competition, liquor companies face in the form of more and more serious, in order to survive in the intense environment, development, many enterprises have to brand marketing as a top priority.

This article through to the hebei liquor hill leading brand marketing strategy analysis, find out the problems existing in the brand marketing, using the method of literature research, comparative analysis, etc, and in fact the data confirm that the heights adopt the importance of brand marketing, and puts forward the feasible Suggestions for them, to help enterprises to better development, but also provide reference and reference for the development of the region type liquor.

This paper first introduces the research background and significance of topics, expounds the research purpose, method and train of thought, discusses the theoretical basis, brand marketing, using PEST analysis, porter five analysis model and SWOT analysis of hebei liquor-making industry environment were analyzed, and on this basis, combining with the heights of leading marketing present situation, this article points out the problems and the causes of the existing and puts forward the suggestion, finally summarized.

Keywords: Hebei, villa first, brand marketing

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