互助青稞酒市场营销策略研究分析 工商管理专业VIP免费

摘要目前白酒市场的竞争可以说是越来越激烈，在世界消费情况下来看，中国是世界上消费酒水费用最高的国家之一。酒类市场已经有开始明显的分化，年轻人并注重口感，只在乎品牌的选择呈现出酒类市场分化，年轻化和老年化。这几年白酒的消费需求不断增加。在2017年白酒消费已经达到一个高峰值，大企业产品消费逐渐提升，带动中档市场增长。同时还大大打击了小厂商，不断给低端市场带来挤压，是小企业感到危危可及。同时，进入2018年，白酒行业已经从低潮期进入到上升过程，在需求方面中高档消费趋势已经明显的增长还会持继续扩充发面持续升温。多元化的消费和现代消费的理念，个人和商务模式的消费是以强劲的势头不断增长。是白酒行业消费之中的主力军，从消费业绩来看，白酒在行业企业品牌著名、品质质量高、白酒广告宣传力度大的企业之中的业绩最好。白酒企业营销模式随着信息时代的不断变化，企业进行着创新变化，大力度的进入新兴市场。可以看得出来白酒市场在未来的前景是非常可观的。青海互助青稞酒企业是青稞酒的典型代表，采用的原材料有着地域的限制。使它成为了青稞酒的龙头企业。被国家批准为“地理标志产品”，公司所生产的系列产品被认定为“驰名商标”。本文以市场营销分析为基础导论，针对青海互助青稞酒企业在市场所处环境进行调查分析，对企业发展现状出发。对企业所面临的发展进行环境和SWOT分析，结合4p理论运用STP营销理论确定是市场消费者目标，提出对青海互助青稞酒凄厉的营销策略，实现在其营销水平的提高，在市场有长远目标的发展战略。希望能对青海互助青稞酒企业有所帮助，成为在市场上竞争有所优势，同时也可以为同行同档企业作为成功案列的借鉴。关键词：青海互助青稞酒企业；青稞酒；白酒；营销策略AbstractAtpresent,thecompetitioninliquormarketismoreandmoreintense.Intermsofworldconsumption,Chinaisoneofthecountrieswiththehighestconsumptionandalcoholconsumptionintheworld.Theliquormarkethasalreadybeguntodifferentiateobviously,youngpeoplepayattentiontotaste,onlycareaboutthebrandchoicetopresentthewinemarketdifferentiation,youngerandolder.Inthepastfewyears,thegrowthofperformance,channelrationalizationandconsumptiondemandhavebecomethekeywordsintheliquorindustry.Moreandmorelistedbaijiucompanieshavedisclosedtheirannualreportsin2017,andtheliquorindustryhasbeenvery"hot"in2017,bothinthespotmarketandinthecapitalmarket.Andalineoffamousenterprisesso,andsodidthequantityandpriceofsecond-linewinematchareafamousenterpriseperformancegrowthatthesametime,thepolarizationofliquor-makingindustry,inoneline,twolineundertheextrusionofhigh-endwine,smallwinecompaniesfaceenormouspressuretosurvive.Atthesametime,in2018,liquor-makingindustryorwillenteranewroundofgrowth,fromthedemandside,amodestupswinginconsumerspending,liquorconsumptioncontinuestoupgrade,diversifiedconsumptiongrowthisobvious,especiallytopersonalandbusinessconsumptiongrowthisstrong,becomethemainforceofconsumptionofliquor-makingindustry.Fromthesupplyside,theliquorenterprisesmarkedachievementswerescoredinthetreebrand,quality,superiorvarieties,newretailliquorenterprisestoseizetheopportunitiesforelectricitychannellayout,leadasteadyriseinliquor-makingindustryproduction,productionandmarketingcohesionfurther.Youcanseethatthemarketoutlookisverypromising.Qinghaimutualqingkeliquorco.,LTD.IstheleadingenterpriseinChina'sqingkewineindustry."mutualaid"and"tianyou"arerecognizedbythetrademarkofficeofthestateadministrationforindustryandcommerceas"well-knowntrademark"inChina.InJune2010,thecompanywasdesignatedbythestateadministrationforindustryandcommerceas"nationaltrademarkstrategyimplementationmodelenterprise";InFebruary2011,ourcompanyregisteredtrademark"mu...