摘要
酒是人类生活中的主要饮料之一。中国制酒源远流长，品种繁多，名酒荟萃，享誉中外。黄酒是世界上最古老的酒类之一，约在三千多年前，商周时代，中国人独创酒曲复式发酵法，开始大量酿制黄酒。约一千年前的宋代，中国人发明了蒸馏法，从此，白酒成为中国人饮用的主要酒类。酒渗透于整个中华五千年的文明史中，从文学艺术创作、文化娱乐到饮食烹饪、养生保健等各方面在中国人生活中都占有重要的位置。
关键词：川西地区；郎酒营销；策略分析
Abstract
The wine is one of the main beverage in human life. The wine has a long history, variety, wine and atmosphere, and renowned Chinese and foreign. The wine is one of the world’s oldest liquor, about a thousand years ago, Shang and Zhou dynasties, the Chinese original koji double fermentation to begin brewing rice wine. About 1,000 years ago, the Song Dynasty, Chinese people invented the distillation, the liquor Since then, Chinese people drinking alcohol. Wine permeate the entire China five thousand years of history of civilization, from the literary and artistic creation, culture and entertainment to the diet cooking, health care, occupies an important position in Chinese people’s lives.
Keywords: Western Sichuan region; Langjiu, marketing; Strategic Analysis
目录
摘要………………………………………………………………………………………………1
Abstract ………………………………………………………………………………………1
前言 …………………………………………………………………………………………1
- 郎酒集团营销现状分析
1.1郎酒集团简介………………………………………………………………………………1
1.2郎酒集团现状分析…………………………………………………………………………1
1.3郎酒集团存在的问题………………………………………………………………………2
二、郎酒集团川西市场营销环境分析
2.1微观环境分析……………………………………………………………………2
2.2宏观环境分析……………………………………………………………………2
2.3郎酒集团SWOT分析……………………………………………………………3
2.4本章小结…………………………………………………………………………3
三、郎酒集团STP分析
3.1市场细分…………………………………………………………………………4
3.2目标市场选择……………………………………………………………………4
3.3目标市场定位……………………………………………………………5
四、郎酒川西地区营销策略分析
4.1郎酒川西地区产品策略…………………………………………………………5
4.2郎洒川西地区价格策略…………………………………………………………5
4.3郎酒川西地区渠道策略…………………………………………………………6
4.4郎酒川西地区促销策略…………………………………………………………6
五、郎酒川西地区市场营销实施建议
结语………………………………………………………………………………………………8
注释………………………………………………………………………………………………8
参考文献 ……………………………………………………………………………………9
致谢………………………………………………………………………………………………10
