市场营销-江小白营销策略研究论文VIP免费

江小白营销策略研究【摘要】 通过对市场的精准定位及独特的营销策略迅速打入低端白酒市场的行业黑马重庆江小白酒业有限公司，在短短 4 年时间就成为青年白酒的代名词。但因为目标消费者的受众局限性、口感选择的局限性、被同质产品模仿、以及品牌推广力度不够等问题，江小白已进入发展限速时期，本文将通过大学时期学习到的专业知识以及文献研究法介绍江小白的基本概况、具体分析江小白的营销现状问题，再对江小白进行 SWOT 分析法的分析，最后运用 4P 理论分别从价格、产品、渠道、促销对江小白的营销问题现状进行策略设计，以期能够为江小白今后的营销发展道路提供一些可行性较强的新思路、新方向。【关键词】白酒行业；营销策略；市场分析；江小白；建议注：本论文（设计）题目来源于教师的国家级（或省部级、厅级、市级、校级、企业）科研项目，项目编号为： 。Research on Jiang Xiao Bai's marketing strategy[Abstract] Chongqing Jiangxiao Baijiu Industry Co., Ltd., an industry that quickly penetrates into the low-end liquor market through precise positioning of the market and unique marketing strategies, has become synonymous with youth liquor in just 4 years. However, because of the limitations of the target consumer's audience, the limitations of taste selection, being imitated by homogenous products, and insufficient brand promotion, Jiang Xiaobai has entered a period of development speed limit. This article will learn the professional knowledge learned through college And the literature research method introduces Jiang Xiaobai's basic profile, specifically analyzes Jiang Xiaobai's marketing status, and then analyzes Jiang Xiaobai's SWOT analysis method, and finally uses 4P theory to price Jiang Xiaobai's price, product, channel, and promotion. Bai's marketing issues are now strategically designed to provide Jiang Xiaobai with some new ideas and directions that are more feasible in the future marketing development path.[Key words] liquor industry marketing str...