国酒茅台酒营销策略

目录

第一章：引言 (4)

第二章：国酒茅台的历史背景 (5)

第三章：推广国酒茅台的六大营销策略 (6)

3.1文化营销策略 (6)

3.2感情营销策略 (6)

3.3诚信营销策略 (7)

3.4网络营销策略 (8)

3.5服务营销策略 (8)

3.6关系营销策略 (8)

第四章：未来展望 (9)

参考文献： (10)

参考网址：

浅谈国酒茅台营销策略

作者：陈华兴

完成时间：2011年9月16日

[摘要]：市场营销策略：是企业以顾客需要为出发点，根据经验获得顾客需求量以及购买力的信息、商业界的期望值，有计划地组织各项经营活动，通过相互协调一致的产品策略、价格策略、渠道策略和促销策略(现代市场营销策略还要加上政治权利、公共关系策略)，为顾客提供满意的商品和服务而实现企业目标的过程。

市场营销的目的是创造顾客，获取和维持顾客;要从长远的观点来考虑如何有效地战胜竞争，立于不败之地;注重市场调研，收集并分析大量的信息，只有这样才能在环境和市场的变化有很大不确实性的情况下做出正确的决策;积极推行革新，其程度与效果成正比;在变化中进行决策，要求其决策者要有很强的能力，要有像企业家一样的洞察力、识别力和决断力。

长期以来，国酒茅台真是风光无限。它几乎就是酒文化的化身和象征，一度被誉为“酒神”。大凡上档次的宴席、有层次的消费群体，迎来送往，无不以饮“茅台”为荣，而如今，国酒茅台，觥筹交错间，再难闻其香。相反，过去的“小老弟”五粮液却一统天下，稳居高档白酒老大宝座，气势如日中天。假酒影响、口味不适、市场变幻……原因方方面面。因此加强国酒茅台营销策略的建设迫在眉睫。

[关键词]：市场营销策略，国酒茅台，国酒茅台营销策略

[abstract] : the market marketing strategy (hereinafter referred to as 4 P 's) is the enterprise with customers' need as the starting point, according to the customer demand and purchasing power gain experience of information, the business community expectations, in a planned way, through the organization business activities coordination consistent product strategy, price strategy, channel strategy and sales promotion strategy (modern marketing strategy plus

political rights and public relations strategy < > "/view/2553282.htm 6 P' s), provide the customer with goods and services and realize the goal of enterprise process. Market marketing purpose is to create a customer, obtain and maintain customer; In the long run to view to consider how to effectively win over competition, is in an impregnable position /view/241636.htm < >; Pay attention to market research, collect and analysis of large amounts of information, the only way to on the environment and the change of the market has great certainty not made the right decision; Actively promote the innovation, the degree and effect is directly proportional to the; In making decisions in the changes of the decision makers, requirements to have strong ability, want to have the same as entrepreneurs insight, however, and determination.

Long-term since, the national wine maotai is unlimited scenery. It almost is the embodiment of the culture of wine and symbolic, once known as the "god" wine. A banquet room, levels of consumer groups, greet send to his drink "maotai", and nowadays, proud of the national wine maotai, will, and smelly between its fragrance. Instead, the past "little brother" wu liang ye but unify the whole country, high-grade liquor no.1, the momentum of the adoration of the throne. False wine influence, taste and unwell, market changes... Reason in every aspect. Therefore strengthen national marketing strategy of the construction of the maotai is imminent. Keywords: marketing strategy, the national wine maotai, wine maotai marketing strategy

第一章、引言

市场营销一向被认为是茅台集团的软肋。国酒茅台经历1998年茅台销售危机以后，逐渐转变观念，从过去“皇帝的女儿不愁嫁”变为国酒也要做市场，从“酒香不怕巷子深”转到了酒好也要勤吆喝。营销观念的转变、专卖网络的建设和品牌的推广促进公司的健康发展。2004年,茅台集团对营销工作有了明显的加强。茅台集团总经理袁仁国提出:“茅台要深入抓好五个营销,即工程营销、服务营销、感情营销、文化营销和诚信营销。除此之外,茅台还要大搞‘两端两动’,即前端拉动和终端推动。”由此，根据“一品为主，多品开发，做好酒的文章”的发展战略，调整产品结构，大力开发新产品，顺理成章地成为了茅台集团开拓营销市场的重要课题。

在具体营销策略上,茅台也动作不断:一是增加专卖店的数量,改革原有渠道,出台稳定价格体系的政策以及增强打假的力度;二是茅台开始在广东试行总经销制,在区域营销方面大胆尝试以一家大经销商代替过去多家、多级经销商共存的模式,这无疑是茅台进一步规范市场和控制价格的一种探索;三是茅台销售公司