古井贡酒市场营销策略研究_精品.pdfVIP

摘 要 随着市场经济的发展，企业对营销愈加重视。作为快速消费品的白酒行业，从改 革开放以来，经历的发展的起起落落，竞争越来越激烈。 古井贡酒是中国八大名酒之一，新中国成立后有过辉煌的历史，近几年在其他名 酒市场份额不断上升的情况下，古井贡酒却出现了严重的滑坡。本文首先通过对行业 整体、竞争对手情况以及行业发展趋势的分析，明确了白酒行业并不像有些人想象的 那样属于夕阳产业，相反，最近几年白酒特别是高档白酒的发展正呈方兴未艾之势， 白酒消费量在经过一段时间的下滑后已基本处于相对稳定的状况，由于消费升级，白 酒市场总体销售收入在增加，行业集中度在加强；然后通过对白酒文化的分析和消费 者购买行为的研究，挖掘出白酒产品消费的独特性；然后通过对古井贡公司自身情况 分析，发现古井贡公司近几年营销工作中存在的一些不足，提出了古井贡酒在目前市 场环境下的巩固中端产品和迅速导入高端产品的产品策略、渠道创新策略和广告投放 策略等，并对影响企业长远发展的市场细分、营销沟通等几个关键问题做了分析和阐 述。 【关键词 】 市场营销 市场细分 创新 冲突 I Abstract With the rapid development of Chinese market economics, all the enterprises pay more attention to the marketing affairs. The Chinese traditional distilled spirit which belong to the fast-consumed product industry, had experienced great successes and however had been faced a lot of difficulties too since the Chinese government took up the open-up policy, the competition in the distilled spirit industry is becoming more and more fierce. The gujinggong brand spirit which is one of the most famous eight spirit brands, had been once having brilliant history since the PRC set up, but in recent years the gujinggong’s market share and revenue slipped down, and at the same time the other famous brands’market share and revenues are growing up rapidly. This thesis firstly through analyzing the whole spirit industry ,the competitors and the industry’s developing trends， we learn about that this industry is sill a prosperous industry but emerge some new trends with people’s CPI improved, these new trends include more and more people pursuit for high-price product…etc. Through analyzing the culture and consumer’s behaviors, we can find out the unique consuming character of