泸州老窖公司的营销策略优化研究

发布时间：2018-01-04 21:11

本文关键词：泸州老窖公司的营销策略优化研究　出处：《南京农业大学》2015年硕士论文　论文类型：学位论文

【摘要】：营销策略是企业通过市场调研,获得产品的市场需求量、功能诉求、购买预期、购买力及购买意愿等多种信息,并基于此制定经营计划、组织经营活动,目标是制定出包含多个维度、且具有内在一致性的的组合营销策略,提升客户对产品和服务的满意度,从而在营销层面上帮助企业实现总体战略的活动。在我国的高端白酒市场,泸州老窖旗下的国窖1573 口感绵柔爽口,且文化底蕴深厚,被视为国内浓香型白酒的典范。泸州老窖公司在实际运作中,泸州老窖公司一直是以自身的双品牌为主,强化高端路线,实行"国窖战略"。国窖1573作为公司知名度最高、品牌价值最高的产品,受到集团内部的极高重视。公司为了保持国窖高端品牌形象考虑,通过高定价、高费用的投入模式维持国窖1573的品牌地位。而在渠道方面则以主要面向政务消费市场的团购渠道作为高端白酒的主销售渠道。2012年12月以来,随着习近平主席、中央政治局会议、中央军委等高层呼吁全党、政府、全军各级部门对廉政建设、勤俭节约的呼吁和一系列政策的执行,中高端白酒市场面临巨大冲击,公务宴席和军队消费这两大消费需求锐减。本文认为,高端白酒行业已经出现需求整体下滑、价格不断探底的市场形势,在这种"新常态"之下,原来的营销策略,包括泸州老窖公司白酒主业的品牌定位、4P组合营销策略都已不再适应当前的市场形势,因此亟待深入研究,制定完善的改进策略。本文整体性地回顾了营销策略管理的相关理论,对泸州老窖公司目前白酒主业营销策略的问题进行了分析,指出泸州老窖应放弃原来的"国窖战略",减轻"顶部产品"的压力,强化"腰部"产品,清理"底部产品",打造"年轻产品"。此外,本文从产品、价格、渠道、促销四个维度,构建了优化的营销策略,即完善的4P组合营销策略,从而帮助泸州老窖实现高端品牌价值提升、中端品牌定位更明确、互联网渠道被较好地纳入公司营销渠道。
[Abstract]:Marketing strategy is the enterprise through market research, market demand, product function demands, the purchase is expected, a variety of information of purchasing power and purchasing intention, and based on the business plan, organization management activities, goal is to work out includes multiple dimensions, and has the internal consistency of the combination of the marketing strategy, improve customer satisfaction for products and services, to help enterprises achieve the overall strategy in the marketing level of the activity. In China's high-end liquor market, Luzhou Lao Jiao's Guo Jiao 1573 taste soft and refreshing, and profound culture, is regarded as a model of domestic liquor companies Luzhou Lao Jiao. In actual operation, the company has been Luzhou Lao Jiao to double their own brand, strengthen the high-end route, implementation of "national strategy". Guo Jiao 1573 as the company's most famous brand products, the highest value, subject to internal high The company in order to maintain national attention. The high-end brand image, by the high price, high cost input mode to maintain brand position Guo Jiao 1573. And in the channel to the main consumer market channels for government group purchase high-end liquor as the main sales channels of.2012 in December, with President Xi Jinping, the meeting of the Central Political Bureau, central other senior military commission called on the party, government and military departments at all levels of government, thrift calls and a series of policy implementation, the high-end liquor market is facing a huge impact, sharp drop in public banquet and the two army consumer consumer demand. This paper believes that the high-end liquor industry has emerged the overall decline in demand, prices continue to dip the market situation in contrast, the "new normal", the original marketing strategy, including brand positioning Luzhou Lao Jiao company liquor industry, 4P combination of marketing strategies are no longer suitable Should the market situation, so it is urgent to study and develop improvement strategies to improve the whole. This paper reviews the related theory of marketing strategy management, the company is currently the main Luzhou Lao Jiao liquor marketing strategy are analyzed, pointed out that Luzhou Lao Jiao should give up the original "national strategy", "top products" to reduce the pressure. Strengthen the waist products, cleaning up the "bottom products", to create "young products". In addition, this paper from the product, price, channel, promotion in four aspects, constructs the optimization of marketing strategy, namely the perfect combination of marketing strategy of 4P, to help Luzhou Lao Jiao achieve high-end brand value, brand positioning in the end more clear. The Internet channel is well incorporated into the company's marketing channel.

【学位授予单位】：南京农业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.82

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