哈尔滨市区龙江产白酒市场现状及质量研究

发布时间：2019-02-25 15:26

【摘要】：白酒是中国特有的传统饮料酒,与威士忌、白兰地、金酒、伏特加、朗姆酒、日本清酒、龙舌兰酒并称世界八大蒸馏酒。白酒工业对我国居民生活和国民经济的发展也产生了积极重要的影响。黑龙江省省会哈尔滨市白酒需求总量在国内排位前列。高档酒中,省内名酒大约占40%份额；中档酒中,省内白酒最低也有70%的份额,优势明显；低档酒有90%的份额被省内白酒企业占用,几乎是垄断。在近年白酒市场竞争激烈的严峻形势下,哈尔滨白酒市场有一定的封闭性,龙江地产白酒在哈尔滨市场具有区域割据优势,但其本身具有诸多问题：贴牌生产泛滥成灾、促销手段五花八门、终端费用略显昂贵、生产厂家良莠不齐、假冒伪劣蔚然成风、经销商抱怨够多、市场价格不透明且混乱、假冒产品大行其道、严重影响品牌形象,这些问题严重限制着龙江地产白酒的市场竞争力和发展势头。本文在研究过程中,走访了哈尔滨市区内龙江产白酒的各个销售渠道,在超市、批发市场、小型仓买、酒店、居民区等地发放有关于哈尔滨市区内龙江产白酒的现状调查问卷,通过对问卷调查结果的统计分析,来研究哈尔滨市龙江地产白酒市场的现状、问题和对策；同时针对哈尔滨市场进行科学的取样,设计不同渠道、不同价位的样品结构,参照国家标准法规进行化验,比对国家标准中各香型白酒的理化标准对各样品进行质量研究,剖析哈尔滨市场龙江地产白酒的质量体系的现实状况。本文在调查的基础上从哈尔滨市区龙江产白酒产品定位、白酒市场渠道、消费者情况等方面分析了哈尔滨市区内龙江产白酒的市场现状、存在问题及注意事项,展望了哈尔滨市区龙江产白酒的发展前景；通过对样品检测结果基于样品来源渠道和样品价位进行质量分析,分析白酒质量与两者之间的关系；针对龙江产白酒典型企业XQ白酒进行实例分析,探索有利于龙江白酒企业在哈尔滨市区白酒市场上发展推广的营销战略和质量管理体系,为进一步研究龙江白酒及其相关产业提供数据支持和理论依据。
[Abstract]:Liquor is unique to China's traditional drinks, with whisky, brandy, golden wine, vodka, rum, Japanese sake, tequila, known as the world's eight largest distilled wines. Liquor industry has also had a positive and important influence on the development of Chinese people's life and national economy. Harbin, the provincial capital of Heilongjiang Province, has the highest demand for liquor in China. In high-grade liquor, provincial famous liquor accounts for about 40%; in middle-grade liquor, provincial liquor has at least 70% share, which has obvious advantages; low-grade liquor has 90% share occupied by provincial liquor enterprises, which is almost monopolized. Under the severe situation of fierce competition in liquor market in recent years, Harbin liquor market has a certain degree of closure. Longjiang real estate liquor has the advantage of regional separation in Harbin market, but it has many problems. Promotion means are diverse, terminal costs are slightly expensive, manufacturers are mixed, fake and shoddy become popular, dealers complain enough, market prices are opaque and chaotic, counterfeit products are popular, and seriously affect brand image. These problems seriously limit the market competitiveness and development momentum of Longjiang real estate liquor. In the course of the research, this paper has visited the various distribution channels of the liquor produced by Longjiang in Harbin city. In supermarkets, wholesale markets, small storehouses, hotels, residential areas and other places, questionnaires have been issued on the status quo of liquor produced in Longjiang in Harbin city. The present situation, problems and countermeasures of Longjiang real estate liquor market in Harbin are studied through the statistical analysis of the survey results. At the same time, scientific sampling for Harbin market, design of different channels, different price sample structure, reference to national standards and regulations for testing, comparing the physical and chemical standards of each flavor liquor in the national standard for the quality study of each sample, The quality system of Longjiang real estate liquor in Harbin market is analyzed. On the basis of investigation, this paper analyzes the market status, existing problems and matters needing attention of Longjiang Liquor-making products in Harbin City from the following aspects: location of liquor products, liquor market channels, consumer situation and so on. The prospect of liquor production in Longjiang city of Harbin was prospected. The relationship between the quality of liquor and the quality of liquor was analyzed by analyzing the quality of the sample based on the source channel and the price of the sample. Based on the case analysis of XQ Liquor, a typical liquor-making enterprise in Longjiang City, this paper explores the marketing strategy and quality management system which is conducive to the development and promotion of Longjiang Liquor-making Enterprise in Harbin City Liquor Market. It provides data support and theoretical basis for further study of Longjiang Liquor and its related industries.
【学位授予单位】：黑龙江大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.82

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