摘要 在中国悠久文化和日常百姓生活中，白酒兼有情感文化消费和物质消费的两重作用， 不单单可作为消费品，还承载着情感与文化。当前，市场上常见的白酒品牌、供百姓消 费的白酒品牌越来越多样化，随着国内百姓生活水平也逐步改善，消费者消费也趋于理 性、更关注身体健康。在此情形下，白酒企业的研发、生产、销售面临了更高的要求， 这也成为其发展必须应对的新课题。 BDJ 公司是国内知名白酒生产企业，有着久远的白酒文化与生产历史，尤其是经过 近二十年的发展，目前公司产销量、利税、市场竞争力、综合经济实力均列省内白酒企 业第一名。但是，随着禁酒令等政策的出台，以及消费者对于健康理念越来越重视，白 酒行业的发展面临着新的压力和挑战。面对压力和挑战，有针对性地改进白酒营销策略， 已是白酒企业势在必行的方向。本文以 BDJ 公司白酒产品市场营销为研究对象，分析了 国内白酒企业发展的内外部环境、BDJ 公司的经营状况和营销市场份额，在此基础上采 用 SWOT 分析和调查问卷，分析了 BDJ 白酒市场营销中品牌和产品市场定位不准、产 品创新实效性不足、宣传促销手段不丰富、销售渠道不完善等问题，运用 STP 理论、4PS 理论，分析提出科学细分市场、调整目标市场、明确市场定位等营销战略，建议从制定 实施好产品研发策略和包装策略等完善产品策略，从“直销+代理商”分销、逆向分销 和互联网直销等方面完善渠道策略，从使用心理学定价策略、缩小价格空档和价格体系 稳定等方面完善价格策略，从广告宣传、人员推销和公共关系推销等方面完善促销策略， 并从建立优秀的营销队伍、建立利于市场营销的企业文化、建立公司信息化体系等方面， 制定有效的保障措施，对于推动 BDJ 公司及相关类型企业的产销发展具有一定的借鉴意 义，为同行业企业发展提供案例。 关键词：白酒；白酒营销；营销策略山东理工大学硕士学位论文 ABSTRACT ABSTRACT Chinese people's consumption of liquor is a double emotion and substance. Liquor, not just a consumer, it is a special carrier of Chinese culture. Drinking is a way of expressing emotion inherent way of life and the Chinese people. This process slowly brings the concept of consumers as well as different cultures, consumers liquor consumption has gradually become more rational . On the choice of liquor brands and types have more autonomy, which is a liquor production enterprises unprecedented change and competition propellant. BDJ is well-known liquor manufacturers, after years of development , the industry has occupied the top three brands ranked in Shandong province . By the end of 2012 the country set off a burst of anti- waste of public funds, anti- public funds , to eliminate waste of public funds to entertain behavior craze. This is a big blow for BDJ, since the way to the introduction, the company has seen sales of liquor is not a small degree of decline. Seeking new situation liquor marketing strategy, the company is already BDJ imperative reforms.The study is divided into five chapters. First, briefly addressed the basis of this research topic, significance, domestic liquor industry status and development of marketing and studied architecture; second chapter introduces the main theories and methods , the main contents include concepts and classification introduced liquor , wine marketing-related theory; Chapter III describes the domestic liquor industry environment , BDJ operating status of the company's business , market share situation and the problem analysis ,especially for the main reason for the management company under the new situation BDJ liquor sales decline; In Chapter IV, according to this, the paper indicates the specific marketing plan.; Finally, the safeguard measures for the implementation of its marketing program are constructed. Liquor sales fell under the new situation, the problem is not just BDJ pressing issues facing the company , but also the whole industry is facing the same liquor producers . In this study, the company's standing in the perspective BDJ , through detailed investigation to find out the current lack of data and BDJ improvement strategies for the management of the company , which also has a reference to other liquor manufacturers. Keywords : Liquor；Wine Marketing；Marketing Strategy山东理工大学硕士学位论文 目录 目 录 摘要....................................................................3 ABSTRACT.................................................................. 4 第一章 绪论..............................................................1 1.1 研究背景和意义........................................................................................................... 1 1.1.1 研究背景............................................................................................................. 1 1.1.2 研究目的和意义................................................................................................. 1 1.2 国内外研究综述........................................................................................................... 2 1.2.1 关于市场营销理论............................................................................................. 2 1.2.2 关于白酒营销策略研究..................................................................................... 2 1.2.3 关于白酒营销创新............................................................................................. 2 1.2.4 关于白酒营销品牌建设..................................................................................... 3 1.2.5 关于营销技能提升............................................................................................. 3 1.3 研究内容与研究方法................................................................................................... 4 1.3.1 研究内容............................................................................................................. 4 1.3.2 研究方法............................................................................................................. 4 1.4 技术路线图................................................................................................................... 5 第二章 研究理论基础......................................................6 2.1STP 营销战略 ................................................................................................................. 6 2.2 4PS 营销策略................................................................................................................ 6 2.3 消费者行为相关理论................................................................................................... 7 2.4 企业品牌营销理论....................................................................................................... 7 第三章 BDJ 白酒产品营销现状及问题分析 ....................................8 3.1 白酒产品营销现状综述............................................................................................... 8 3.1.1 国内白酒行业的发展概况................................................................................. 8 3.1.2 国内白酒行业的经营现状................................................................................. 9 3.1.3 白酒行业发展趋势特点................................................................................... 10 3.2 BDJ 公司简介 .............................................................................................................. 10 3.3 BDJ 白酒公司营销现状 .............................................................................................. 11 3.3.1 产品主要的系列和价格................................................................................... 11 3.3.2 公司主要的营销策略....................................................................................... 12 3.3.3 主要的市场分布及分类................................................................................... 13 3.3.4 销售渠道........................................................................................................... 14 3.4 BDJ 白酒营销问卷调查及分析 .................................................................................. 14 3.4.1 调查形式与取样............................................................................................... 15 3.4.2 问卷内容........................................................................................................... 16 3.4.3 结果统计和分析.......