近年来，随着人们的消费观念逐渐由经济型向享受型转变以及电子商务技术 发展成熟，白酒企业迎来了新的发展机遇。诸多白酒企业都欲借此良机发展壮大， 导致行业内的竞争越来越激烈。面对机遇和挑战，白酒企业能否找准目标市场定 位并制定具有针对性的营销策略成为了其是否能够维持竞争优势并获得可持续发 展的关键。本文从地方性企业拓展区域市场的角度，对MGW公司在内蒙地区的 营销策略进行研究。从现代市场营销理论出发，分析MGW公司的营销环境，针 对MGW公司现行营销策略进行研究，在探索内蒙地区白酒市场的特点后，对目 标市场进行细分和选择，提出营销策略的改进方案和保障措施，希望能够为MGW 公司及同类型白酒企业的营销策略优化提供借鉴。 本文共分为六个部分：第一部分为绪论，介绍了本文的研究背景、研究意义、 国内外研究现状、研究内容和研究方法等内容，明确了论文研究方向。第二部分 为相关理论概述，涵盖本研究涉及的基本概念和理论方法，为论文写作提供重要 的理论基础。第三部分为MGW公司的营销环境分析，对MGW公司、产品以及 内部环境做了简单介绍，运用PEST理论和波特五力模型分析了企业的外部宏观环 境和行业竞争环境。第四部分为MGW公司内蒙地区营销策略现状及问题分析， 通过对现行营销策略的运营状况进行分析得知，MGW公司营销策略存在的问题有 缺乏对内蒙地区的市场细分、产品组合和包装设计不科学、定价方式忽视需求和 竞争因素、渠道开发不足和宣传促销力度不够。第五部分为MGW公司在内蒙地 区营销策略改进建议，根据上文的分析，本部分对内蒙白酒市场从地域特征、消 费者年龄和白酒用途三个方面进行了细分，把MGW酒定位在中、低档市场，接 着提出优化产品结构和形象、调整产品价格维护价格体系、完善渠道网络并加强 维护、开展承接消费者的促销活动的改进建议。第六部分为MGW公司内蒙地区 营销策略实施的保障措施，从完善营销管理制度、加强营销人才培养和储备、建 立市场调研反馈机制、履行企业社会责任树立良好品牌形象方面保障营销策略的 顺利实施。最后是基于前文论述得出的相关结论。 关键词：白酒；营销策略；4Ps营销组合 Abstract In recent years, with the gradual change of people's consumption concept from economic type to enjoyment type and the maturity of e-commerce technology, liquor enterprises have welcomed new development opportunities. Many liquor enterprises want to take this opportunity to develop, leading to more and more fierce competition in the industry. Facing the opportunity and challenge, whether the liquor enterprises can find the target market position and make the targeted marketing strategy becomes the key whether they can maintain the competitive advantage and obtain the sustainable development. Based on the theory of modern marketing, this paper analyzes the marketing environment of MGW. This article focuses on the local enterprises' perspective on expanding the regional market, and studies MGW’s marketing strategy in Inner Mongolia. Based on the theory of modern marketing, this article analyzes the marketing environment of MGW, studies the current marketing strategy of MGW, and after exploring the characteristics of Chinese liquor market in Inner Mongolia, subdivides and selects the target market, puts forward improvement plans and safeguard measures for marketing, hoping to provide reference for the marketing strategy optimization of MGW and other Chinese liquor enterprises of the same type. This article is divided into six parts. The first part is introduction, which introduces the research background, research significance, domestic and foreign research status, research content and research methods, etc., and clarifies the research direction of this thesis. The second part is an overview of relevant theories, covering the basic concepts and theories, and providing an important theoretical basis for thesis writing. The third part is about the analysis of MGW’s marketing environment, the brief introduction of MGW, its products and its internal environment, using PEST theory and Porter's Five Forces Model to analyze the external macro environment and industry competition environment of the enterprise. The fourth part is the analysis of the present situation and problems of MGW’s marketing strategy in Inner Mongolia. Through the analysis of the operation of the current marketing strategy, it is found that the problems of MGW’s marketing strategy include the lack of market segmentation in Inner Mongolia, unscientific product mix and packaging design, the neglect of demand and competition in pricing mode, insufficient channel development and insufficient publicity and promotion. The fifth part is the improvement suggestion on MGW's marketing strategy in Inner Mongolia, and according to the above analysis, this part subdivides Chinese liquor market in the Inner Mongolia based on geographical characteristics, consumer age and usage of Chinese liquor theses three aspects, positioning MGW Chinese liquor in the middle and low grade market, then puts forward some suggestions to optimize the product structure and image, adjust the product price and maintain the price system, perfect the channel network and strengthen the maintenance, and carry out the promotion activities for consumers. The sixth part is about the safeguard measures for MGW’s marketing strategy implementation in Inner Mongolia, from perfecting marketing management system, strengthening marketing talent training and reserve, establishing feedback mechanism of market research, fulfilling corporate social responsibility to establish a good brand image and ensure the smooth implementation of marketing strategy. The last part is the relevant conclusions based on the previous discussion. Key words: Liquor; Marketing Strategy; 4Ps Marketing Mix Strategy 目 录 第1章 绪论 ............... 1 1.1研究背景及意义 .......................... 1 1.1.1研究背景 ........................... 1 1.1.2研究意义 ........................... 2 1.2国内外研究综述 .......................... 2 1.2.1国外研究综述 ................... 2 1.2.2国内研究综述 ................... 5 1.2.3国内外研究述评 ............... 7 1.3研究内容与方法 .......................... 7 1.3.1研究内容 ........................... 7 1.3.2研究方法 ........................... 9 1.4创新之处 ....... 9 第2章 相关理论概述 ............................ 10 2.1概念界定 ..... 10 2.1.1市场营销 ......................... 10 2.1.2营销策略 ......................... 10 2.2相关理论 ..... 10 2.2.1 PEST理论 ....................... 10 2.2.2波特五力模型 ................. 11 2.2.3 STP理论 .......................... 12 2.2.4 4Ps营销组合 ................... 13 第3章 MGW公司营销环境分析 ......... 14 3.1 MGW公司及产品简介 ............. 14 3.2 MGW公司内部环境分析 ......... 15 3.2.1组织架构 ......................... 15 3.2.2营销团队情况 ................. 15 3.2.3实体资源 ......................... 16 3.2.4销售情况 .......................... 17 3.3 MGW公司内蒙地区外部宏观环境分析 ................. 17 3.3.1政策性因素引导企业良性发展 ..................... 17 3.3.2经济环境为企业发展提供稳定支持 ............. 18 3.3.3社会人文因素促进白酒消费升级 ................. 20 3.3.4技术创新尚存较大发展空间 ......................... 21 3.4 MGW公司内蒙地区行业环境分析 ......................... 22 3.4.1上游产业资源充足 .......... 22 3.4.2购买者控价能力较强 ...... 23 3.4.3多方竞争分食市场 .......... 23 3.4.4行业进入壁垒高但吸引力强 ......................... 24 3.4.5替代品不断扩大市场份额 ............................. 25 第4章 MGW公司内蒙地区营销策略现状及问题分析 ..... 26 4.1 MGW公司内蒙地区营销策略现状 ......................... 26 4.1.1产品线较长 ...................... 26 4.1.2区分档次的多元化定价 .. 28 4.1.3以传统分销渠道为主 ...... 28 4.1.4采用广告和渠道奖励的促销方式 ................. 29 4.2 MGW公司内蒙地区营销策略存在的问题分析 ..... 30 4.2.1缺乏对内蒙地区的市场细分 ......................... 30 4.2.2产品组合和包装设计不科学 ......................... 30 4.2.3定价方式忽视需求和竞争因素 ..................... 31 4.2.4渠道开发不足 .................. 32 4.2.5宣传促销力度不够 .......... 33 第5章MGW公司内蒙地区营销策略改进建议 .................. 34 5.1精准定位目标市场 ..................... 34 5.1.1细分内蒙白酒市场 .......... 34 5.1.2选择中低档市场进行产品布局 ..................... 36 5.2优化产品结构和形象 ................. 37 5.2.1结合民族文化打造MGW品牌 .................... 37 5.2.2精简冗