论文总字数：21516字

摘 要

在我国，白酒具有悠长的历史和文化，白酒行业于近十几年来高速发展，取得了瞩目成果并为增收和促进就业提供巨大贡献，沛公酒公司在这一期间也得到了较快的发展，然而随着近些年消费环境改变、市场竞争日趋激烈，公司没有及时根据市场变化来调整营销策略导致发展速度减缓，在新的时代发展背景下，只有不断转型、创新，建立健全新的营销体系和营销策略，以质量贏得市场和消费者的信赖。白酒企业究竟如何在新市场变化下发展，如何制定因地制宜的营销策略来适应市场发展并根据市场方向做出准确而快速的变换，如何制定新的营销策略来适应不断变化的市场环境乃当务之急。

江苏是白酒消费大省，且经济消费水平高，在2016 年，江苏市场的白酒产量为107万千升，白酒制造业主营业务收入则达到了 320 亿元，整个江苏市场的白酒消费规模已经超过 400亿元，江苏市场次高端市场容量不容小觑。然而近年来，在苏酒“洋河”、“今世缘”等大力发展的同时，“沛公酒”却失去了往日的辉煌，市场影响力和品牌影响力严重萎缩。多重压力之下，沛公酒积极探索突围之路。

徐州地处江苏北部，交通便利，是汉高祖刘邦的故乡，徐州民风彪悍，好勇擅武，自古便有酿酒自饮的传统，具有广阔的白酒市场开拓空间。沛公酒自1992年起连续七届被评为江苏省著名商标，1994年荣获中国名牌称号并在1995年荣获江苏省食品博览会金奖和消费者协会推荐产品。—把酒歌大风，四海举沛公,沛公酒结两汉文化之精髓，集帝手王故乡之灵气，畅销全国各地20多个省份，远销东南亚及港澳台地区，被国际友人和台湾同胞盛赞为“秀内慧外，风味绝佳”。

本文从分析中国白酒行业的发展现状出发，在对徐州及其周边白酒市场进行 调研的基础上，通过对江苏沛公酒业公司所处的宏观、微观环境分析，结合江苏沛公酒业公司内部营销状况，对沛公酒所处的市场环境进行SWOT分析并运用STP营销理论进行市场细分、确定目标市场，接着运用定位营销理论，为沛公酒找到竞争对手并确立品牌定位；运用4Ps和4Cs营销组合理论，为沛公酒制定新的营销策略，帮助企业提升营销业绩。

关键词：江苏沛公酒业公司；白酒；营销策略

Abstract

In China, liquor has a long history and culture. The liquor industry has developed rapidly in the past decade, and has achieved remarkable results and made great contributions to income increase and employment promotion. Peigong Wine Company has also developed rapidly during this period. However, with the changes in the consumption environment and the increasingly fierce market competition in recent years, the company has not adjusted the marketing strategy according to market changes in a timely manner, which has led to a slowdown in development. Under the background of new era development, only continuous transformation and innovation will be established to establish a sound new marketing system. And marketing strategies to win the trust of the market and consumers with quality. How do liquor companies develop under the new market changes, how to formulate local marketing strategies to adapt to market development and make accurate and rapid changes according to market direction, how to formulate new marketing strategies to adapt to the changing market environment is a top priority.

Jiangsu is a major province of liquor consumption and has a high level of economic consumption. In 2016, the liquor production in Jiangsu market was 1.07 million kiloliters, and the main business income of liquor manufacturing reached 32 billion yuan. The scale of liquor consumption in the entire Jiangsu market has been More than 40 billion yuan, the secondary market capacity of the Jiangsu market can not be underestimated. However, in recent years, while the “Yanghe” and “Jinshiyuan” of Su wines have been vigorously developed, “Peigong Liquor” has lost its former glory, and its market influence and brand influence have shrunk severely. Under multiple pressures, Peigong actively explored the road to breakout.

Xuzhou is located in the north of Jiangsu Province, with convenient transportation. It is the hometown of Han Bangzu Liu Bang. Xuzhou is a popular folk, and has a tradition of making wine and drinking since ancient times. It has a broad space for liquor market development. Peigong has been awarded the famous trademark of Jiangsu Province for seven consecutive years since 1992. It was awarded the title of China Famous Brand in 1994 and won the Gold Prize of Jiangsu Food Expo and recommended products of Consumers Association in 1995. - The wine songs are gale, the sea is full of Peigong, Peigong wine is the essence of the Han culture, and the aura of the Emperor's hand is used in more than 20 provinces across the country. It is exported to Southeast Asia, Hong Kong, Macao and Taiwan, and is praised by international friends and Taiwan compatriots. Xiuhui Huiwai, the flavor is excellent."

Based on the analysis of the development status of China's liquor industry, based on the investigation of Xuzhou and its surrounding liquor market, this paper combines the macro- and micro-environmental analysis of Jiangsu Peige Liquor Co., Ltd. with the internal marketing of Jiangsu Peigong Liquor Company. SWOT analysis of the market environment in which Peigong is located and using STP marketing theory to segment the market and determine the target market. Then use the positioning marketing theory to find competitors and establish brand positioning for Pei Wine; use 4Ps and 4Cs marketing mix theory To develop a new marketing strategy for Pei Gong Wine to help companies improve their marketing performance.

Key words: Jiangsu Peigong Wine Company; liquor; marketing strategy

目 录

摘要 III

Abstract IV

目录 VI

第一章绪论 1

1.1研究背景与意义 1

1.1.1研究背景 1

1.1.2研究目的与意义 1

1.2研究综述 2

1.2.1国外市场营销研究综述 2

1.2.2国内市场营销研究综述 2

1.3研究思路与方法 3

第二章沛公酒业公司营销外部环境分析 4

2.1白酒市场宏观环境PEST分析 4

2.1.1政策法律环境分析 4

2.1.2经济环境分析 4

2.1.3社会文化环境分析 4

2.1.4技术环境分析 5

2.2沛公酒业公司市场微观环境分析 5

2. 2. 1完争者行为分析 5

2. 2.2替代品分析 5

2.2. 3新进入者威胁分析 5

2.2.4购买者的议价能力 6

2.2.5原料供应商的讨价还价能力 6

第三章沛公酒业公司营销内部环境分析 7

3.1企业与产品情况 7

3.1.1江苏沛公酒业有限公司简介 7

3. 1.2沛公酒产品介绍 7

3.1.3企业经营现状 7

3.2沛公酒业公司的SWOT分析 8

3.2. 1沛公酒业公司的内部优势和劣势 8

3.2.2沛公酒业公司的外部机会和威胁 8

3.2. 3企业战略选择 9

第四章沛公酒业公司的STP战略 10

4.1白酒产品市场细分 10

4.2沛公酒业公司的目标市场选择 11

4.2. 1选择目标市场的条件 11

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