浅析中国高端白酒市场营销策略解读.doc

浅析中国高端白酒市场营销策略摘要白酒是我国的传统酒种，对中国人来说有一种特别的意义，蕴含了丰富多样的历史文化。据中国统计年鉴显示，我国市场上有38000家白酒企业，各种各样的消费者群体也有几亿人。但是大量洋酒和啤酒、果酒等一些新产品流入中国市场，国产白酒的市场稳定率产生了动摇，在中国白酒消费市场形成了消费习惯的转变，市场份额逐渐缩小的现象。值得一提的是在党的十八大召开之后，政府出台了限制三公消费的政策，在将来的两三年里，高端白酒的消费状况将会受到不同程度的影响，这会放慢白酒行业的发展速度，直接影响着高端白酒业的进一步发展，高端白酒行业陷入了一个复杂的调整期。为了适应这些市场环境的转变，本文对白酒行业的市场近况和出现的问题进行了探究，收集了相关文章，理论联系实际，从高端白酒的现状、引出的问题、分析问题、解决问题等几个层面着手，找到化解当前问题的方法，但愿可以给我国高端白酒企业的健康成长提供一些实用的建议和意见。关键词：高端白酒；现状分析；营销策略；AnalysisofChinesehigh-endliquormarketingstrategyABSTRACTLiquoristhetraditionalwineinChina,hasaspecialsignificanceforChinese,richhistoricalandculturaldiversity.AccordingtoChinesestatisticalyearbook,38000liquorcompaniesinChina'smarket,avarietyofconsumergroupsalsohavehundredsofmillionsofpeople.Butalotofwineandbeer,wineandothernewproductsintothemarketChina,domesticliquormarketstabilityratewasshaken,inChinaliquorconsumptionmarketformedachangeinconsumptionhabits,marketsharegraduallynarrowingphenomenon.Itisworthmentioningthataftertheparty'seighteenCongress,thegovernmentintroducedthepolicylimitthreepublicconsumptions,inthefuturetwoorthreeyears,thehigh-endliquorconsumptionwillbeaffectedindifferentdegrees,whichwillslowdownthespeedofdevelopmentoftheliquorindustry,adirectimpactonthefurtherdevelopmentofhigh-endliquorindustry,high-endliquorindustryintoacomplexperiodofadjustment.Inordertoadapttothechangeofthemarketenvironment,thispaperexploresthemarketsituationoftheliquorindustryandtheemergenceoftheproblem,collecttherelevantarticle,theoryandpractice,fromthepresentsituation,theanalysisleadstothehigh-endliquorproblems,problems,solvetheproblemofseveralaspects,findthemethodstoresolvethecurrentproblems,thehopecangivethehigh-endliquorthehealthygrowthofenterprises