I摘 要我国白酒文化历史悠久,拥有独特的文化内涵,进入本世纪以来,我国白酒行业的发展取得了令人瞩目的成就。特别是 2015 年以来,消费新升级背景下,花冠酒业也取得了较快的发展。但是,近年来市场竞争程度日益激烈,花冠酒业与众多区域性中小型白酒企业一样,面对全国一线知名白酒品牌下沉挤压,品牌的营销能力下降和区域营销空间被压缩,发展速度放缓。为更好适应市场环境变化,花冠酒业进行白酒营销创新。本文依据市场营销理论,运用 SWOT 分析,结合白酒行业发展现状,分析花冠酒业优势劣势以及发展所面临的机遇与挑战。然后运用4Ps 理论,分析得出花冠酒业在营销过程中出现的不足,有针对性的从产品、价格、渠道、促销等方面制定相应的营销策略,最后基于前面的研究论述得出的相关结论。论文基于分析中小型地方白酒企业在区域市场的发展,对存在的问题展开梳理和分析，希望通过本文的分析,为其他中小白酒企业优化区域市场营销策略、提升企业竞争力提供借鉴。关键词：花冠集团酿酒有限公司；营销策略；竞争力IIAbstractChinese liquor culture has a long history and unique cultural connotation. Since the beginning of this century, the development of Chinese liquor industry has made remarkable achievements. Especially since 2015, under the background of new consumption upgrading, corolla wine industry has also made rapid development. However, in recent years, the market competition has become increasingly fierce. Like many regional small and medium-sized liquor enterprises, corolla liquor industry is facing the sinking and squeezing of national first-line famous liquor brands, the decline of brand marketing ability and regional marketing space are compressed, and the development speed is slowing down. In order to better adapt to the changes of market environment, Huaguan liquor industry innovated liquor marketing. Based on the theory of marketing and SWOT analysis, combined with the current situation of liquor industry, this paper analyzes the advantages and disadvantages of corolla liquor industry as well...
