白酒作为我国独有的酒种，是我国传统的饮品之一，拥有广泛的消费群体和深厚 的社会基础，市场份额巨大，而安徽则是国内主要的白酒市场之一。白酒行业素来有 “东不入皖，西不入川”的俗语，可见安徽白酒市场的繁荣以及竞争的激烈。安徽酒 企数量众多，约有 550 家，其中规模以上企业 112 家，上市公司则达 4 家，占据全国 19 家白酒上市公司的 21%。(不包括原丰联控股，现老白干控股的文王贡酒)，产量常 年位居全国前十。安徽同样是白酒消耗大省，白酒市场容量在 250 亿左右。不仅如此， 随着市场开放程度的不断提升，安徽酒企还面临着省外品牌的竞争，比如江苏的洋河、 贵州的茅台等。 Z 白酒公司是安徽四家上市酒企之一，也是安徽市场份额排名第二的酒企，拥有 多款消费者众多的产品系列，其中最为典型的便是口子窖。Z 白酒公司面临的市场竞 争压力较大，尤其是在中高端、中端市场。因此，创新营销策略成为 Z 白酒公司发展 的必然选择。 新零售时代的到来为 Z 白酒公司创新营销策略提供了明确的方向与有利的条件。基于 此，本文从新零售背景下 Z 白酒公司的营销策略出发，以安徽市场为研究对象进行分 析研究。 本文除去第一章绪论和第七章结语外，共分为五个部分，第一部分为相关理论概 述，介绍了场景营销、体验营销及 4P 营销组合的理论脉络，分析了新零售产生的背 景及内涵；第二部分首先从市场概况、竞争格局、营销环境三个角度介绍了安徽白酒 行业的基本概况，继而对白酒消费环境及行为的变化做了描述，分析了安徽市场 Z 白酒公司产品的直接竞争者以及替代品；第三部分从产品品牌、产品价格、流通渠道、 促销策略四个方面分析了 Z 白酒公司市场营销的现状及其在营销方面存在的问题；第 四部分为新零售背景下 Z 白酒公司安徽市场营销策略优化建议，从产品策略、价格策 略、渠道策略、促销策略四个角度提出了相应的建议与对策；第五部分为新零售背景 下 Z 白酒公司安徽市场营销策略的实施保障措施，包括加强新零售环境下的营销队伍 建设、重视新零售环境下的营销体系建设、加强新零售环境下的企业文化建设等。 希望通过本文的研究，能为新零售背景下 Z 白酒公司的营销策略提出新的思路与 建议，也希望能为省内其他同类白酒企业提供借鉴。 关键词：新零售；Z 白酒；营销策略I ABSTRACT Baijiu, as a unique liquor in China, is one of the traditional drinks in our country. It has a wide range of consumer groups, profound social basis, and a huge market share. And Anhui is one of the main liquor market in China, liquor industry has always been east does not enter Anhui, west does not enter Sichuan as the saying, so we can see the prosperity and fierce competition of Anhui liquor market . Anhui has a large number of liquor enterprises, with about 550 , among which 112 are above the scale and 4 are listed, accounting for 21% of the 19 listed liquor companies in China (Excluding Wenwang tribute wine, formerly by Fenglian holding , now by Laobaigan ), annual production ranks top 10 in China. Anhui is also a big consumer of liquor, with a liquor market volume of about 25 billion yuan. Moreover, with the increasing openness of the market, Anhui liquor companies are also facing competition from brands outside the province, such as Yanghe in Jiangsu province and Maotai in Guizhou province. Z liquor is one of the four listed liquor enterprises in Anhui province, and also the second largest liquor enterprise in Anhui province in terms of market share. It has a wide range of consumer products, the most typical of which is the Kouzi cellar liquor. It’s facing the great market competition pressure, especially in the middle end, the high-end market. Therefore, innovating marketing strategy becomes the inevitable choice of Z liquor development. The arrival of the new retail era provides a clear direction and favorable conditions to innovate marketing strategy for Z liquor. Based on this, this article starts from the market marketing strategy of Z liquor in the new retail era, takes Anhui market as the research object, to carry out the research. Apart from the the introduction and conclusion, it has five parts: The first part is the introduction of relevant theories, introducing the theoretical context of scene marketing and experience marketing, and analyzing the background and connotation of new retail. The second part first introduces the basic situation of Anhui liquor industry from the perspectives of market overview, competition pattern and marketing environment, then describes the main characteristics of Anhui liquor consumers, analyzes the direct competitors and substitutes of Z liquor in Anhui market. The third part analyzes the Z liquor marketing present situation and the problems existing in its marketing from the four aspects: product brand, product price, distribution channels, sales promotion strategy. The fourth part is the optimization Suggestions of Z liquor marketing strategy in Anhui in theII new retail era, and the corresponding suggestions and countermeasures are put forward from the perspectives of product strategy, price strategy, channel strategy and promotion strategy.The fifth part is the implementation guarantee measures of Z liquor marketing strategy in Anhui in the new retail era, including strengthening the construction of marketing team under the new retail environment, attaching importance to the construction of marketing system under the new retail environment, and strengthening the construction of enterprise culture under the new retail environment. Through this research, I hope to put forward new ideas and suggestions for the marketing strategy of Z liquor in the new retail era, and also hope to provide reference for other similar liquor enterprises in the province. KEYWORDS: the new retail; Z liquor; the marketing strategy1 目 录 第一章 绪论...................................................................................................1 第一节 研究背景........................................................................................................ 1 一、新零售的产生................................................................................................. 1 二、新零售背景下区域酒企的转型需求............................................................. 2 三、新零售背景下 Z 白酒公司的机遇与挑战..................................................... 3 第二节 选题意义........................................................................................................ 3 一、理论意义......................................................................................................... 3 二、现实意义......................................................................................................... 4 第三节 文献综述........................................................................................................ 4 一、新零售............................................................................................................. 4 二、白酒行业传统营销策略................................................................................. 6 三、新零售背景下酒类产品营销领域变革......................................................... 7 第四节 研究内容与框架............................................................................................ 7 一、研究内容........................................................................................................ 7 二、论文的框架结构............................................................................................ 8 第五节 研究思路与方法............................................................................................ 9 一、研究思路......................................................................................................... 9 二、研究方法......................................................................................................... 9 第二章 相关理论基础.................................................................................10 第一节 4P 营销理论................................................................................................. 11 第二节 场景营销...................................................................................................... 11 一、场景营销的概念及相关研究....................................................................... 11 二、场景营销的特征........................................................................................... 12 第