摘
要
摘要
作为中国一种具备产地属性的快消品，白酒一直处于激烈的市场竞争中。全国
很多地方都依据当地自身的传统文化与独特地利位置发展出了自身的白酒品牌，
这些品牌由于根源于当地的特色文化，在长期的发展过程中，都已经逐渐在自己的
细分市场中占据了一定的优势。作为一个区域性的品牌，如何突破地域的限制向外
发展，对于区域性的白酒企业来说至关重要。研究如何通过发现区域性品牌营销中
存在的问题，进而采取相应的策略来更好地解决问题，对于提高区域性白酒企业提
高市场占有率至关重要。
本文以 YS酒业公司白酒市场营销策略作为研究对象，通过对 YS酒业公司营
销现状进行分析，发现YS公司白酒产品在市场营销过程中的所存问题，并且针对
现存问题提出相应对策。本文首先介绍了市场营销4P理论，其次介绍了波特五力
模型和STP理论，然后根据YS酒业的产销情况、市场分布情况、利润情况，对YS
酒业公司的现状进行了深入的分析，发现YS酒业公司现存的营销方式落后、中端
产品种类缺乏、价格体系混乱、缺乏促销手段等问题，最后基于4P理论的视角针
对上述问题提供了相应对策与解决方案。
通过本文研究发现YS酒业公司市场营销过程中存在的问题，针对性提出相应
解决方案，以帮助YS酒业公司突破地域性品牌限制，提高其产品市场占有率，提
升其品牌市场知名度，同时也为其他区域性白酒企业市场营销策略的制定提供了
一些借鉴与参考。
关键词：白酒；市场营销；营销策略
论文类型：应用研究
选题来源：其他
I

ABSTRACT
ABSTRACT
As a kind of fast-moving consumer goods with origin attributes in China, liquor has
been in fierce market competition. Many parts of the country have developed their own
liquor brands based on their own traditional culture and unique geographical location.
These brands have been rooted in the local characteristic culture and have gradually
occupied their own market segments in the long-term development process. A certain
advantage. As a regional brand, how to break through geographical restrictions and
develop outward is of vital importance to regional liquor companies. Research on how to
find out the problems in regional brand marketing, and then adopt corresponding
strategies to better solve the problems, is very important for increasing the market share
of regional liquor companies.
This article takes the marketing problem of YS Wine Company as the research object.
Through the analysis of the current marketing situation of YS Wine Company, it finds the
problems in the marketing of YS Wine Company, and proposes corresponding
countermeasures for the existing problems. This article first introduces the marketing 4P
theories, and then introduces the Porter’s five forces model and STP theory.Then,
according to the production and sales situation, market distribution, and profit of YS
Liquor Industry, an in-depth analysis of YS Liquor Industry Company’s status Lack of
promotional methods and other issues, and finally put forward corresponding
countermeasures based on 4P theories in response to these problems. As a regional brand,
how to break through geographical restrictions and develop outward is of vital importance
to regional liquor companies. Research on how to find out the problems in regional brand
marketing, and then adopt corresponding strategies to better solve the problems, is very
important for increasing the market share of regional liquor companies.
Through the research of this article, I found out the problems in the marketing
process of YS Wine Company, and took relevant measures to help YS Wine Company
break through the regional brand restrictions, increase its product market share and
enhance its brand market awareness. At the same time, it also provides some reference
and reference for the marketing of other regional liquor companies.
KEYWORDS: Liquor and Spirits; Marketing Management; Marketing Strategy
Dissertation type: Application Research
III

ABSTRACT
Subject source: Others
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