摘要
摘 要
随着我国市场经济的不断发展，市场内的竞争也日益激烈，所有企业要想
在激烈的市场竞争中收获生存和发展，其营销竞争策略是不可忽视且及其重要
的。反之一个企业若在营销中不能在取得巨大优势，它的生存问题就不能由保
障。白酒在我国历史，是我国老百姓在设宴招待中的必不可少的饮料，白酒市
场的发展十分迅速。然而我国在出台了一系列酒类限制相应政策后，导致白酒
市场有了一定程度的萎缩。如此情况下，白酒企业需要有更新的营销思路，以
适应市场环境的变化。
LJ酒厂在当地市场很受消费者的喜爱，但因为酒厂销售策略的问题，当前
销售形势不太乐观。面对一线白酒品牌的需求减少，二三线白酒新兴企业随之
回冷的市场的趋势，以科学的营销策略扭转局势，是 LJ酒厂急需改变的局面。
本文以市场营销理论为指导，首先采用了 PEST，波特五力模型对 LJ酒厂
所面临的宏微观环境作出分析，剖析其竞争环境，并运用 SWOT分析法，分析
LJ酒厂的优势、劣势、威胁、机会，指出酒厂目前在价格、产品、渠道、促销
的策略上存在的各种问题。其次对消费者、供应商等对象展开问卷分析和访谈，
结合对问卷数据的收集和结果分析，运用 STP理论分析出了 LJ酒厂的细分市
场以及市场定位等，再根据具体情况提出可以执行的营销策略优化意见，为了
最后能够形成一个比较完善的营销策略模式。之后针对营销策略中发现的一些
问题提出相应的对策与建议。其中，产品上的优化策略主要是：产品的优化、
包装上的完善、新产品的研发、树立好的品牌形象等；价格方面的优化策略包
括：使用新的定价方法、后再梳理产品单价、实施价格调整最优策略．渠道方
面的优化策略包括：要加强与经销商的见面沟通合作、建立线上销售渠道、提
升商业渠道信息化水平项目建设．促销方面的优化策略包括:加大促销打折激励
政策支持力度、完善促销管理机制。希望通过本文的论述，对 LJ酒厂在困境如
何发展，不错过市场众多机遇，提高销售收入和市场份额提供一些理论和实践
上的参考建议。
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摘要
关键词：白酒行业；营销策略；LJ酒厂
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Abstract
ABSTRACT
With the continuous development of China's market economy, the competition
in the market is becoming increasingly fierce. If all enterprises want to survive and
develop in the fierce market competition, their marketing competition strategy can
not be ignored and is extremely important. On the contrary, if an enterprise cannot
obtain great advantages in marketing, its survival can not be guaranteed by the
government. Wineryis anecessary drinkfor ourpeople inbanquet. The
development of liquor market is very fast. However, after the introduction of a series
of policies to restrict alcohol, the Winery market has shrunk to some extent. Under
such circumstances, Winery enterprises need to have updated marketing ideas to
adapt to the changes in the market environment.
LJ winery is very popular with consumers in the local market, but the current
sales situation is not optimistic because of the winery's sales strategy. Facing the
demand of the first line liquor brands, the trend of the two or three line Winery new
Winery enterprises will be cooled down, and the scientific marketing strategy will
turn the tide. This is a situation that LJ brewery needs to change.
Guided by the marketing theory, this paper first analyzes the macro and micro
environment faced by LJ Winery by using pest and Porter's five forces model,
analyzes its competitive environment,analyzes the advantages, disadvantages,
threats and opportunities of LJ Winery by using SWOT analysis, and points out
various problems existing in the strategy of price, product, channel and promotion.
Secondly, questionnaire analysis and interviews are carried out for consumers,
suppliers and other objects. Combined with the collection and result analysis of
questionnaire data, the market segmentation and market positioning of LJ Winery
are analyzed by using STP theory, and feasible marketing strategy optimization
suggestions are put forward from four aspects of product, price, channel and
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