酒，自古以来酒是人类生活文化中的重要组成部分。制酒酿酒，在中华传统 文化当中，已经延续了 2000 多年。不单单是我们西方人的文化中也有酒文化。 利口酒，也被称为餐后甜酒，是西方世界中人们佐餐饮用的酒精饮料。这类酒十 分符合我国唐宋时期“食讫命酒”“食毕行酒”“烹鸡设食，食毕，贳酒欲饮” 的酒文化。一种在欧美国家十分流行的酒精饮料“利口酒”与我国唐宋酒文化中 描绘的酒十分类似，其特点主要表现在“酒精度数低、口味甘甜、不刺激、不辛 辣、天然健康、适合日常饮用、老少皆宜”等方面。然而，作为饮酒大国的中国， 目前酒类市场上占据主导地位的酒精饮料是高度白酒，而红酒、黄酒、啤酒也紧 随其后迅速发展。利口酒作为小众品类，还处在被消费者认知的阶段，在上述竞 争品类的夹缝中缓慢的发展。但是，随着主要消费者对于酒精饮料偏好的变化， 原先的小众品类虽然面临挑战，但也逐渐迎来机遇。茅台悠蜜酒（悠蜜既 U-Meet），是贵州茅台集团研发的首款以中国白酒酱香酒为酒基配置而成的蓝莓 风味利口酒，具有开创性意义。 本文以“茅台悠蜜酒”作为研究对象，运用相关理论，对该款产品的营销策 略进行分析与研究。通过对茅台悠蜜酒的 SWOT 态势进行分析，利用 STP 营销模 型对茅台悠蜜酒的营销战略进行分析，并结合相关数据，以 4PS 营销策略模型为 主要分析点，对茅台悠蜜酒的营销策略提出具体的优化建议。文章运用文献分析 法、案例分析法、访谈法、比较法等方法工具，将收集到的文献欧亿·体育（中国）有限公司进行归纳整 理，为结论的推导提供基础。 本文希望通过对茅台悠蜜酒营销策略的研究结果的分析及应用，为该类产品 寻求更多的发展动力，为相近类型的白酒产品的发展提供更多的参考素材，为中 国酒类厂商或企业寻找方向。 关键词：营销策略；营销推动力；促销手段II Abstract Wine, since ancient times, has been an important part of human life and culture. Wine-making and wine-making have lasted for more than 2000 years in Chinese traditional culture.It's not only our Westerners'culture, but also our wine culture. Liquor, also known as dessert liquor after dinner, is an alcoholic beverage that people in the western world use to accompany their meals. This kind of liquor is very in line with the liquor culture of the Tang and Song Dynasties in China, which is eating the desperate liquor, eating the drinks after eating, cooking the chicken for food, eating the food after eating, and beggar for drinking. Liquor, a very popular alcoholic beverage in Europe and America, is very similar to the liquor depicted in the Tang and Song Dynasties liquor culture in China. Its characteristics are mainly manifested in the following aspects: low alcoholicity, sweet taste, non-stimulating, non-spicy, natural health, suitable for daily drinking, suitable for all ages and young people. However, as a big drinking country in China, the dominant alcoholic beverage in the current liquor market is high-grade liquor, and red wine, yellow wine, beer also followed by rapid development. Liquor, as a minority category, is still in the stage of being recognized by consumers, and develops slowly in the gap between the above competitive categories. However, with the change of major consumers'preferences for alcoholic beverages, the original minority category is facing challenges, but also gradually ushered in opportunities. Maotai U-Meet Liquor (U-Meet) is the first blueberry flavor liquor developed by Guizhou Maotai Group, which is based on Chinese liquor sauce and fragrance. In this paper, Maotai U-Meet Liquor as the research object, using the relevant theory, the marketing strategy of this product is analyzed and studied. Through the analysis of SWOT situation of Maotai U-Meet Liquor, the marketing strategy of Maotai U-Meet Liquor was analyzed with STP marketing model, and combined with relevant data, the marketing strategy of Maotai U-Meet Liquor was analyzed with 4PS marketing strategy model as the main analysis point, and specific optimization suggestions were put forward for the marketing strategy of Maotai U-Meet Liquor. ByIII using the methods of literature analysis, case analysis, interview and comparison, this paper summarizes the collected literature and provides a basis for the conclusion. Through the analysis and application of the marketing strategy of Maotai U-Meet Liquor, this paper hopes to find more motive force for the development of this kind of products, provide more reference materials for the development of similar types of liquor products, and find the direction for Chinese liquor manufacturers or enterprises. Keywords: marketing strategy; marketing driving force; promotion means.IV 目 录 摘要...............................................................I Abstract...........................................................II 1.绪论..............................................................1 1.1 研究背景.....................................................1 1.2 研究意义.....................................................2 1.3 研究内容及研究方法...........................................2 1.3.1 研究内容 ...............................................2 1.3.2 研究方法 ...............................................3 1.4 国内外研究综述...............................................3 2 产品相关概述及理论基础 ............................................6 2.1 茅台悠蜜酒概述...............................................6 2.1.1 产品定义 ...............................................6 2.1.2 产品分类 ...............................................6 2.1.3 营销现状 ...............................................6 2.2 市场营销理论................................................12 2.2.1 营销策略 ..............................................12 2.2.2 STP 营销战略 ..........................................12 2.2.3 4Ps 营销策略 ..........................................13 2.2.4 SWOT 态势分析 .........................................13 3.茅台悠蜜酒 SWOT 态势分析..........................................14 3.1 优势分析....................................................14 3.1.1 品牌优势 ..............................................14 3.1.2 产品质量优势 ..........................................14 3.1.3 资源优势 ..............................................15 3.2 劣势分析....................................................18 3.2.1 产能限制 ..............................................18 3.2.2 企业内部管理效率限制 ..................................18 3.2.3 目标客户的消费习惯及消费能力限制 ......................18 3.2.4 利口酒品类市场认可度低 ................................19V 3.2.5 产品战略定位降级 ......................................19 3.3 机会分析....................................................19 3.3.1 市场方面 ..............................................19 3.3.2 消费能力方面 ..........................................21 3.3.3 消费文化多元化普及方面 ................................21 3.3.4 消费取向方面 ..........................................21 3.4 威胁分析....................................................22 3.4.1 自然环境逐年恶化 ......................................22 3.4.2 外部竞争者创新行为加剧竞争 ............................22 3.4.3 集团优势产品可能衰退 ..................................22 3.5 茅台悠蜜酒 SWOT 分析矩阵.....................................23 4 茅台悠蜜酒营销策略分析 ...........................................24 4.1 STP 战略分析................................................24 4.1.1 市场细分 ..............................................24 4.1.2 目标市场选择 ..........................................25 4.1.3 市场定位 ..............................................27 4.2 茅台悠蜜酒营销现行策略......................................27 4.2.1 产品策略 ..............................................27 4.2.2 价格策略..............................................29 4.2.3 渠道策略 ..............................................30 4.2.4 促销策略 ..............................................31 5 茅台悠蜜酒营销问题与对策 .........................................33 5.1 茅台悠蜜酒营销策略问题分析..................................33 5.1.1 产品策略问题分析 ......................................33 5.1.2 价格策略问题分析 ......................................34 5.1.3 渠道策略问题分析 ......................................35 5.1.4 促销策略问题分析 ............................