近年来白酒行业发展经历了从高速发展到深度调整再到行业整体复苏的重大转 型，特别是从2017年开始，国内白酒价格整体成上涨趋势，使得白酒行业发展跨入了 一个新的阶段。面对行业的飞速发展，各品牌高端白酒迅速崛起，在原有高端白酒以 及新进入者的双重挤压下，如何利用有效的营销策略来提升企业自身的竞争力，是众 多高端白酒企业需要探索和研究的重要问题。 四川省作为我国白酒的产销大省，不乏知名品牌，L白酒企业股份有限公司（以 下简称L公司）即为其中之一。近年来，消费升级促进了高端白酒的发展，L公司顺 应市场需求，进行了产品战略调整，将更多的营销资源用于高端白酒的发展，力图增 加销售量和市场份额。通过调查法发现，L公司虽然采取了不同营销策略，销售额有 所增长，但远不及投入的营销资源所对应的营销业绩。面对目前这种情况，如何通过 改进营销策略，充分利用营销资源，以改善L公司的经营现状，是值得深入研究的问 题。 本论文以L公司高端白酒为研究对象，从国内外研究现状着手，基于四川区域市 场的销售终端及消费者的有效反馈，结合L公司高端白酒的营销现状，找到了其目前 存在的营销策略问题。包括：产品创新不足；市场定价及调整机制不够完善；渠道整 合力度不够；产品促销及宣传方式单一；营销人员管理制度不足；营销过程中服务能 力不足；品牌核心展示不足等。在此基础上，运用7PS营销策略理论，提出了与问题 相对应的营销策略改进措施，包括：提升产品创新能力；完善市场定价及调整机制； 引入新零售渠道模式；探索多样化促销方式以及加强新媒体运用；完善营销业务人员 管理机制；提升营销过程中服务的及时性；加强品牌核心展示等7方面改进建议，为 促进L公司高端白酒品牌的经营与发展提供了理论与实践指导。 关键词：白酒企业；高端白酒市场；7Ps营销策略 论文类型:应用研究 绪论 V ABSTRACT Inrecentyears,thedevelopmentoftheliquorindustryhasexperiencedamajor transformationfromrapiddevelopmenttodeepadjustmentandthentotheoverallrecovery oftheindustry,especiallysince2017,theoveralldomesticliquorpricehasbecomearising trend,makingthedevelopmentoftheliquorindustryintoanewstage.Inthefaceofthe rapiddevelopmentoftheindustry,therapidriseofhigh-endliquorbrands,intheoriginal high-endliquorandnewentrantsunderthedoublesqueeze,howtouseeffectivemarketing strategiestoenhancethecompetitivenessofenterprises,isanimportantissueformany high-endliquorenterprisestoexploreandstudy. AsamajorliquorproducingandmarketingProvinceinChina,SichuanProvincehas manywell-knownbrands.LLiquorEnterpriseCo,Ltd.(hereinafterreferredtoasLcompany) isoneofthem.Inrecentyears,theupgradingofconsumptionhaspromotedthedevelopment ofhigh-endliquor.Lcompanyhasadjusteditsproductstrategytomeetthemarketdemand, andusedmoremarketingresourcesforthedevelopmentofhigh-endliquor,tryingto increasesalesandmarketshare.Throughtheinvestigationmethod,itisfoundthatalthough Lcompanyhasadopteddifferentmarketingstrategies,itssaleshaveincreased,butitisfar lessthanthemarketingperformancecorrespondingtothemarketingresourcesinvested.In thefaceofthecurrentsituation,howtoimprovethemarketingstrategyandmakefulluseof marketingresourcestoimprovetheoperationstatusofLcompanyisaproblemworthyof furtherstudy. ThisarticletakesLcompany'shigh-endliquorastheresearchobject,startingfromthe researchstatusathomeandabroad,basedontheeffectivefeedbackofsalesterminaland consumersinSichuanregionalmarket,combinedwiththemarketingstatusofLcompany's high-endliquor,findsouttheexistingmarketingstrategyproblems.Including:insufficient productinnovation;imperfectmarketpricingandadjustmentmechanism;insufficient channelintegration;singlewayofproductpromotionandpublicity;insufficientmanagement systemofmarketingpersonnel;insufficientserviceabilityinthemarketingprocess; insufficientcorebranddisplay,etc.Onthisbasis,itputsforwardthefollowingmeasures:to improvethemarketingmechanism;toimprovethemarketingmechanism;tousenewmedia toimprovethemarketingstrategy;toimprovethemarketingmechanism;toimprovethe marketingmechanismSevenimprovementsuggestions,suchasstrongbrandcoredisplay, providetheoreticalandpracticalguidanceforpromotingtheoperationanddevelopmentofL 西南科技大学硕士学位论文 VI company'shigh-endliquorbrand. Keywords:liquorEnterprises;highendliquormarket;7PSmarketingstrategy Papertype:applicationresearch 绪论 VII 目录 1绪论......................................................................................................................................1 1.1研究背景....................................................................................................................1 1.2研究意义....................................................................................................................2 1.2.1理论意义.........................................................................................................2 1.2.2现实意义.........................................................................................................2 1.3国内外研究综述........................................................................................................3 1.3.1国外研究现状.................................................................................................3 1.3.2国内研究现状.................................................................................................4 1.3.3国内外研究述评.............................................................................................7 1.4研究内容与研究方法................................................................................................8 1.4.1研究内容.........................................................................................................8 1.4.2研究方法.........................................................................................................8 1.5主要技术路线............................................................................................................9 1.6论文创新点................................................................................................................9 1.7本章小结...................................................................................................................10 2理论基础及白酒档次界定..................................................................................................11 2.1理论基础..................................................................................................................11 2.1.1“7Ps”营销策略.............................................................................................11 2.1.2波特五力模型...............................................................................................12 2.2白酒档次界定..........................................................................................................13 2.3本章小结...................................................................................................................14 3L公司高端白酒营销现状分析..........................................................................................15 3.1L公司概况...............................................................................................................15 3.2L公司白酒产品简介...............................................................................................16 3.3L公司高端白酒营销现状分析...............................................................................17 3.3.1L公司高端白酒发展情况............................................................................17 3.3.2L公司高端白酒具体环境分析....................................................................17 3.3.3L公司高端白酒采取的主要营销策略........................................................21 3.4本章小结...................................................................................................................23 4L公司高端白酒四川区域的营销策略问题调查及分析..................................................24 4.1问卷调查及销售终端访谈开展情况......................................................................24 西南科技大学硕士学位论文 VIII 4.1.1调查问卷的设计...........................................................................................24 4.1.2问卷调查的实施...........................................................................................24 4.1.3调查问卷信度分析和效度分析........................................