目录1引言................................................................................................................11.1研究背景....................................................................................................................11.2研究意义....................................................................................................................12相关理论研究................................................................................................22.1市场营销学、市场营销与市场营销观念................................................................22.1.1市场营销学......................................................................................................22.1.2市场营销..........................................................................................................22.1.3市场营销观念..................................................................................................32.2企业、公司与营销者................................................................................................32.2.1企业..................................................................................................................32.2.2公司..................................................................................................................32.3消费者、购买者与顾客............................................................................................32.3.1消费者..............................................................................................................32.3.2购买者..............................................................................................................32.3.3顾客..................................................................................................................32.4.1策划..................................................................................................................42.4.2营销策划..........................................................................................................42.4.3市场调查..........................................................................................................43白酒行业发展现状........................................................................................43.1泰山酒业集团股份有限公司....................................................................................43.2白酒企业发展现状....................................................................................................53.2.1市场集中度及品牌发展..................................................................................53.2.2销售渠道现状..................................................................................................53.2.3白酒行业竞争特征..........................................................................................63.3宏观环境分析............................................................................................................63.3.1文化环境..........................................................................................................63.3.2技术环境..........................................................................................................73.4微观环境分析............................................................................................................73.4.1企业...
