I茅台营销策略研究内 容 摘 要茅台，作为中国传统制造业的代表，白酒的领军企业，也将面临着行业的缓增的周期，这也给了我们研究其营销策略的机遇。本文以茅台为主要研究对象，运用市场营销相关的理论，对其营销策略展开分析与研究。通过对茅台的SWOT 态势分析，利用 STP 营销策略模型，结合着相关数据，以 4PS 营销策略为主要分析点，对茅台的营销策略提出具体的可优化建议。本文希望通过对茅台营销策略的研究结果的分析及运用，为其在缓增周期中寻求更多发展的动力，也好为同行业其它企业提供实践经验的借鉴，为行业的增长寻找利润的突破口。关键词：白酒；SWOT 态势分析；4PS 营销策略IIResearch on Moutai Marketing StrategyAbstractMoutai, as a representative of China's traditional manufacturing industry, and the leading company of liquor, will also face a period of slow growth in the industry, which also gives us the opportunity to study its marketing strategy. This article takes Moutai as the main research object, and uses marketing-related theories to analyze and study its marketing strategies. By analyzing the SWOT situation of Moutai, using the STP marketing strategy model, combining relevant data, and taking the 4PS marketing strategy as the main analysis point, it puts forward specific and optimizable suggestions for Moutai's marketing strategy.This article hopes that through the analysis and application of the research results of Moutai's marketing strategy, it will seek more development momentum in the slow growth cycle, as well as provide practical experience for other companies in the same industry, and find a profit breakthrough for the growth of the industry. Key words: liquor; SWOT situation analysis; 4PS marketing strategy 目 录内容摘要...............................................................................IAbstract..............................................................................II一、绪论......................
