单位代码： 10293 密级：
专业学位硕士论文
论文题目：今世缘公司国缘 V 系产品营销策略研究
学 号 1319115704
姓 名陈 甫
导 师 朱卫未
专业学位类别 硕士
类申请型 非全日制
专申业请（领域）工商管理
论文提交日期 2022.05.21Multicriteria Assessment of Fighting Monsters
Plans for Pilgrimage to the West for Buddhist
Sutra
Thesis Submitted to Nanjing University of Posts and
Telecommunications for the Degree of
Master of Business Administration
By
Fu.Chen
Supervisor: Prof. Wei Wei.Zhu
May 2022南京邮电大学学位论文原创性声明
本人声明所呈交的学位论文是我个人在导师指导下进行的研究工作及取得的研究成果。
尽我所知，除了文中特别加以标注和致谢的地方外，论文中不包含其他人已经发表或撰写过
的研究成果，也不包含为获得南京邮电大学或其它教育机构的学位或证书而使用过的材料。
与我一同工作的同志对本研究所做的任何贡献均已在论文中作了明确的说明并表示了谢意。
本人学位论文及涉及相关欧亿·体育（中国）有限公司若有不实，愿意承担一切相关的法律责任。
研究生学号： 1319115704 研究生签名： 日期：2022.05.30
南京邮电大学学位论文使用授权声明
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非国家秘密类涉密学位论文在解密后适用本授权书。
研究生签名：导师签名： 日期：2022.05.30 摘要
近年来，随着我国白酒欧亿·体育（中国）有限公司的不断发展，市场逐渐呈现饱和状态，企业间的竞争逐渐加
剧，同时相关政策的出台实施，年轻群体消费观念的转变，都对白酒欧亿·体育（中国）有限公司的进一步发展产生
了一定的制约，因此，白酒企业若想在当前的境况下打开市场，就要求紧紧围绕消费者对现
有的营销策略进行完善和创新，开发出适合自己的营销模式，只有这样才能使企业在激烈的
竞争中占据高位，立于不败之地。
本研究以今世缘公司国缘V 系产品为例，首先阐述了STP 市场定位、4P营销策略和差
异化营销等理论，其次运用 PEST、SWOT 等分析工具对产品的营销环境进行了分析，通过
深入调查研究发现该产品营销策略存在以下六个方面的问题：第一，市场定位模糊；第二，
香型定位牵强；第三，产品定价主观；第四，品牌传播不精准；第五，品牌文化缺乏精炼；
第六，渠道运作创新力不足。本文针对这些营销困境，以差异化营销理论为核心，运用 STP
市场定位理论对该产品的目标市场进行了深入分析，从品牌、文化等多个方面对产品进行了
重新定位，提出 V 系产品应为“更舒适的高端白酒”，运用4Ps 理论从产品、价格、渠道、
促销四个角度提出了相应的优化营销策略，具体为优化包装设计、挖掘新的产品内涵；明确
产品定价逻辑，优化利润构成；提高招商门槛，缩减流通渠道；转向体验式促销，完善增值
服务。最后针对营销策略的优化，从制度、人才、服务、财务、技术五个层面提出了完整的
保障体系。
关键词：白酒营销，营销策略，策略分析
IAbstract
In recent years, with the continuous development of Baijiu industry, the market has gradually
become saturated, and competition among enterprises has gradually intensified. Meanwhile, the
implementation of relevant policies and the change of consumption concept of young people have
restricted the further development of Baijiu industry. Therefore, if Baijiu enterprises want to open
up the market in the current situation, it is required to improve and innovate the existing marketing
strategies closely around consumers and develop their own marketing model. Only in this way can
enterprises occupy a high position and remain invincible in the fierce competition.
This research takes King’s luck V-series products as an example. First, it explains the theories of
STP market positioning, 4P marketing strategy, and differentiated marketing. Investigation and
research found that the product marketing strategy has the following eight problems: first, the
market positioning is fuzzy; second, the fragrance positioning is far-fetched; third, the product
pricing is subjective; fourth, the marketing method is single; fifth, the brand communication is not
standardization; sixth, lack of refinement of product culture; seventh, single channel construction;
eighth, insufficient channel operation innovation. Aiming at these marketing difficulties, this paper
analyzes the target market of the product with the theory of differentiated marketing based on the
theory of STP market positioning, and repositioning the products from many aspects, such as brand
and culture. It is suggested that the V-series products should be "more comfortable high-end Baijiu",
using 4Ps theory from products, prices, channels, The corresponding optimized marketing strategies
are put forward from the four angles of promotion, specifically to optimize packaging design and
excavate new product connotation; Clarify the product pricing logic and optimize the profit
composition; Raise the investment threshold and reduce the circulation channels; Turn to
experiential promotion and improve value-added services. Finally, aiming at the optimization of
marketing strategy, this paper puts forward a complete guarantee system from five aspects: system,
talent, service, finance and technology.
Key words: Liquor marketing,Marketing strategy ,Strategy analysis
II