浅析神木麟州坊的营销现状及发展对策

本科毕业设计（论文）题目：浅析神木麟州坊的营销现状及发展对策教学单位：管理工程系专业：市场营销学号：1209081069姓名：刘晶晶指导教师：王水娥2016年4月摘要中国在白酒酿造方面有久远的历史。随着改革开放的持续发展，如今中国白酒年产量约为400万吨，白酒行业内贡献纳税近600亿RMB。2014年，全国白酒行业销售收入达到2661.14亿元同比增长35.17％。区域经济一体化以及经济全球化发展浪潮，促进了中国白酒产业向更加广阔的国际市场进军，同时利用全球的最高效的生产销售资源。神木麟州坊有着悠久的历史和独特的制造方法在陕西有着重要的地位。后来在技术改进与革新的带领下，获得了更好的发展，如今已经是当地一个支柱型产业。对神木麟州坊酒业进行研究分析，深入探究其营销善和问题，并且提出问题解决方案，具有极其重要的意义。本文系统地分析了神木麟州坊酒业发展历史、现状及现在销售过程中存在的问题，从企业实际情况出发，根据公司现在的发展状况及白酒的销售情况，从不同方面分别分析了公司运营，白酒生产及销售中存在的问题，并根据不同的问题提出了相应的改善措施，为公司哟后的发展及白酒的销售提供了很好的意见。关键词：白酒行业.营销现状.问题.发展对策AbstractCurrentlytotalabout4milliontonsayear,taxesof60billionyuanforthecountry.Liquor-makingmomentum,in2014,thenationalliquorindustrysalesreached266.114billionyuanrose35.17%.Thespeedingupoftheprocessofregionaleconomicintegrationintheglobaleconomy,forChina'swineindustryinthecontextofgreaterresources,openupthemarketandcreateacondition.Shenmu-LinFanghasalonghistoryanduniquemanufacturingmethodinShanxiprovincehasanimportantposition.AndthenthroughcolumnoffinShenmu.UnderstandingtreeLinFangmarketingstatusquoandexistingproblemsinthewineindustry,aswellassolutionstothisproblemisessential.SystematicallyanalyzestheShenmu-LinFangwineindustrydevelopmenthistory,currentsituation,opportunitiesandchallenges,proceedingfromtheactualsituationStatesFangLin'sinternalissuessuchasmanagement,andexternalfacingchallenges,andproducetechnologyanalysestheproblemsofnationalindustrialpolicyandmarketdevelopmentstrategies.Keywords:liquorindustry.LinFang,Shenmumarketingsituation.DevelopmentcountermeasureLiquoristhetraditionalindustryofChina,hasalonghistory.Afterdecadesafterthereformandopeningupthedevelopment,atpresentannualoutputatabout400milliontons,forthestatetaxes600billionyuan.China'sliquorindustrywillcontinuetomaintainrapidandthegoodmomentumofsteadygrowth.ShenmuLinzhouFanghasalonghistoryanduniquemanufacturingmethodinShaanxihasaimportantposition.ShaanxiShenmu.ThesolutionofShenmuLinzhousquarewinemarketingpresentsituationandtheexistingproblems,andputsforwardcountermeasurestosolvetheproblemisveryimportant.Keywords:liquorindustrystatusquo.problems.developmentcountermeasures.目录1绪论................................................................11.1研究背景及意义................................................11.2研究意义......................................................11.3国内外研究现状................................................11.3.1国内研究现状.............................................11.3.2国外研究现状.............................................21.3.3研究内容.................................................22神木麟州坊营销现状..................................................32.1中国白酒行业的整体现状........................错误!未定义书签。2.2陕西神木麟州坊的营销现状分析..................................32.2.1市场分析...............................................32.2.2产品分析.................................................32.2.3消费者分析...............................................32.2.4营销战略分析...........................................43陕西神木麟州坊现存问题及原因分析....................................53.1国内经济转变，政策的限制......................................53.2消费观念的转变，经济的下降....................................53.3行业缺乏质量统一标准，产品质量参差不齐........................53.4生产技术落后，品牌意识低......................................53.5同行业竞争激烈................................................63.6企业内部的管理松散，缺乏管理体制..............................63.6.1集权式管理模式...........................................63.6.2管理中缺乏信任...........................................63.6.3对人力资本的开发管理投入不足.............................63.6.4企业文化建设薄弱滞后.....................................73.6.5绩效考评、激励机制不健全.................................73.6.6没有贯彻实施人事法规政策.................................73.6.7技术性人才缺乏...........................................73.7销售渠道单一，销售理念落后....................................84神木麟州坊发展的对策建议............................................94.1营销策略.....................................................104.1.1建立区域品牌化..........................................124.1.2制定清晰的品牌战略规划及定位............................124.1.3创新产品................................................134.1.4加大宣传................................................134.1.5质量把关................................................144.1.6建立健全技术标准体系，规范企业内管理标准，注重人才的培养144.1.7准确选择合适的渠道......................................154.2市场分销策略................................错误!未定义书签。4.2.1分销模式................................................104.2.2经销商管理..............................................114.2.3市场促销策略..........................................114.2.4销售方式..............................................124.3价格策略....................................................94.3.1收入差异定价策略.........................................94.3.2消费者心理差异定价法....................................104.3.3促销定价折扣定价........................................104.4渠道策略.....................................................104.4.1对于高档白酒的渠道策略..................................105结论...............................................................16致谢..................................................................17参考文献............................................................