摘要随着社会的快速发展，红葡萄酒行业逐渐被众多人青睐。伴随着葡萄酒关税的降低，中国市场在全世界的重要性愈发的重要。本人在掌握STP理论的基础上，想要探索现实生活中，真正的企业是如何与STP理论相结合的，企业从而得以更多地提高。本文以陕西省西安市糖酒集团有限公司为研究对象，通过STP战略和差异化策略的实施，确定企业项目的产品定位，整合西安市乃至陕西省的优质资源，立足市场实情，建立高效的营销网络，对企业的未来发展进行全方位，多层次，系统化的经营分析、市场调查以及改善准备，从而在在日趋激烈的市杨竞争中，立于不败之地。【关键词】：STP理论,西安市糖酒集团,营销战略,市场营销相关研究IAbstractInrecentyears,withChina'seconomicdevelopment,people'slivingstandardshavegraduallyimproved.RedwinewithitseleganttasteanditsrichhealthingredientsareincreasinglyfavoredbytheChinesepublic.Withthereductionofredwinetariffs,foreignwinemerchantsbegantopayattentiontoChinaasalargemarket.OnthebasisofstudyingandstudyingtheSTPstrategy,wefurtherexplorehowtouseSTPstrategyinactualenterpriseoperationstoimprovetheoperationallevelofenterprisemarketingstrategy.TakingXi'anSugar&WineGroupCo.,Ltd.astheresearchobject,throughtheimplementationofSTPstrategyanddifferentiationstrategy,itdeterminestheproductorientationoftheenterpriseproject,integratesthehigh-qualityresourcesofXi'anandevenShaanxiProvince,andestablishesanefficientmarketingnetworkbasedonmarketconditions.,totheenterprise.【Keywords】:STPtheory,Xi'anSugar&LiquorGroup,marketingstrategy,researchII目录1绪论..................................................11.1本文的研究背景、意义及目的........................................11.1.1研究背景.........................................................11.1.2研究目的.........................................................21.1.3研究意义.........................................................21.2国内外企业战略研究发展现状........................................21.3研究方法及框架.....................................................31.3.1研究方法.........................................................31.3.2研究框架.........................................................32STP理论综述..........................................42.1STP理论含义.......................................................42.2市场细分...........................................................52.2.1市场细分的原理基础...............................................52.2.2市场细分的功能...................................................52.2.3市场细分的步骤...................................................62.3目标市场...........................................................62.3.1目标市场的含义及标准............................................62.3.2目标市场的选择策略...............................................62.4市场定位...........................................................72.4.1市场定位的含义...................................................72.4.2市场定位的步骤...................................................73市场营销环境分析.............................83.1西安市糖酒集团有限公司的外部环境分析..............................83.1.1企业的宏观环境分析...............................................83.1.2企业的行业环境分析...............................................103.2西安市糖酒集团有限公司的内部环境分析..............................113.2.1企业资源.........................................................113.2.2企业能力..........................................
