沈阳天江老龙口酿造有限公司是沈阳市老龙口消厂与新加坡T&C公司合资组

建的中外合资企业,是全国知名的白酒生产企业,也是全国白酒欧亿·体育（中国）有限公司第一家白酒生产

的合资企业。老龙口酒己有350多年的历史,曾经有过辉煌的过去,但是随着人们生

活水平的日益提高,市场的变化,流通渠道的完善,媒体传播力度的加大,酒的种类

也丰富多样,在这样巨大的市场机遇竞争压力下,作为沈阳地区家喻户晓的老龙口酒

尽管取得了一些经营业绩,销售数量也直持续上升,但还是需要调整其营销策略来

适应市场现状。

本文结合电场调研收集到的欧亿·体育（中国）有限公司,对沈阳天江老龙口公司的营销现状及营销策略

进行研究,努力把老字号品牌建设好、维护好、发展好,这对于老龙口公司及许多处

于困境的老字号企业实现复苏与振兴具有很强的现实指导意义。

本文共分为六部分:第1章阐明研究的相关背景,指出对进行市场营销策略规划

的理论和实践价值,并对相关理论和文献进行综述。第2章对沈阳天江老龙口酿造有

限公司的营销环境进行分析,首先介绍公司的基本概况,然后从外部环境和内部环境

的多方面进行具体分析。第3章为老龙口酿造有限公司市场营销的SWOT分析。在

第2章的基础上对公司的机遇、挑战、优势以及劣势进行综合分析,从而初步得到老

龙口公司的基本策略方向。第4章提出老龙口公司在沈阳地区市场营销现状及问题,

通过对产品策略、定价策略、渠逍策略、促销策略的现状分析,找出存在的问题。第

5章根据前文分析老龙口公司在沈阳地区市场营销现状及存在的问题,从产品、定价、

渠道、促销几方面提出具体营销策略。第6章为营销策略实施的保障及预期效果,营

销策略的实施需要制定相应的措施来保障策略的顺利实施,同时,本文也将对策略的

预期效果进行分析。

关键词:老龙口酿造公司,白酒业,沈阳地区,营销策略

I

Abstract

Shenyang T&C Laolongkou Brewery CO.LTD is a sino-foreign joint venture of

Shenyang Laolongkou Brewery and Singapore T&C Company, which is a famous liquor

production enterprises, but also the first joint venture in Chinese liquor industry. With a

history of more than 350 years, Laolongkou liquor has a glorious past,but in the wake of

increasing standard of living, the change of market, the perfect fluid channel,

intensified media communications, varied types of wine, it makes a huge pressure of

opportunities and competition in the market. Under the pressure, Laolongkou liquor

which is well-known in Shenyang area, achieves some operating performance and sales

also continued to rise,but it still need to adjust marketing strategies to adapt to the market

situation.

This paper studies on the marketing status and promotion strategy of Shenyang T&C

Laolongkou Brewery CO.LTD with market research data,and strives to build,maintain

and develop the time-honored brand. It has a strong practical significance for Laolongkou

enterprises and other time-honored brand corporate to realize recovery and revitalization.

There are five parts in this paper:

Chapter 1 explains the research background and points out the theoretical and practical

values of marketing strategy, and also reviews the related theory and literature.

Chapter 2 analyses the marketing environment of Shenyang T&C Laolongkou

Brewery CO.LTD. Firstly, it introduces the basic situation, and then analyzes the

company form external environment and internal environment.

Chapter 3 reveals SWOT of Laolongkou Brewery CO.LTD.On the basis of

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