【作者】 李鹏；

【导师】 赵维双；

【作者基本信息】 沈阳理工大学 ， 工商管理， 2014， 硕士

【摘要】 目前中国经济发展的增速放缓，白酒行业在2011年的“三公经费”公开政策、2012年的塑化剂事件、中央军委的禁酒令以及2011年酒驾入刑等相关政策法规影响下，受到巨大的冲击，导致白酒行业产量、销售额以及利润增速不同程度的回落。白酒企业在这种压力下，纷纷改变产品的营销策略，比如降低高端白酒产品的价格、主推中端产品等一系列策略。沈阳天江老龙口酿造有限公司是沈阳老龙口酒厂与新加坡T&C公司共同投资组建的，是行业内第一家合资企业，主要生产高中低档的浓香型白酒。在目前的环境下，公司中端白酒产品的销售受到很大的影响。因此，公司如何结合自身的现状，提出有效地营销策略来打破行业现今的竞争格局，是该公司目前迫切需要解决的问题。本文研究的主要内容是通过对白酒行业现状和发展趋势的分析，运用SWOT分析方法，分析沈阳天江老龙口酿造有限公司具备的优势和劣势：沈阳天江老龙口酿造有限公司作为地产的“老字号”品牌，在区域市场具有文化、地理和价格等优势，同时也存在发展资金短缺、无核心代理等劣势；在白酒高端品牌不断抢占白酒中端市场，啤酒、葡萄酒、洋酒等替代品竞争力持续增强的背景下，正确认识企业面临的威胁；结合公司主要竞争对手的营销策略进行比较分析，针对公司的营销现状，指出其营销策略中存在的主要问题，并结合相关理论，提出一些切实可行的改进建议。从而为公司更好地避开劣势、发挥优势，在困境中寻求生存和发展，把握住市场机会，增强企业竞争力提供可能。更多还原

【Abstract】 Currently，the increasing speed of China economy development has been gettingslow. Chinese wine industries are impacted thoroughly because of “public funds” policyin2011, plasticizer incident in2012, alcohol prohibited by the Central MilitaryCommittee and drunk driving regulations in2011etc. related policies and regulations.This led to fall back of the Chinese wine’s output, sales and profits. Under this kind ofpressure, Chinese wine industries individually change their marketing strategy. Forexample, the price of high-level wine is reduced and mid-level wine is promoted mainly.Shenyang T&C Laolongkou Brewery Co., Ltd is the joint venture company byShenyang Laolongkou Brewery Company and Singapore T&C Company. It’s the firstjoint venture company in China wine industry, which produced high-level, mid-leveland low-level strong aromatic Chinese wine. In the current situation, the sales ofmid-level products are impacted a lot. Therefore, The following emergency need to besolved: how the company analyzes Chinese wine industry’s competition structure; whatthe effective sales strategies are under the company’s current situation.The company’s advantages and disadvantages was analyzed using SWOT methodbased on Chinese wine industry’s current situation and development trend in this thesis.Shenyang T&C Laolongkou Brewery Co., Ltd is a local “old popular brand” which hasculture, location, and price advantages. Also, the company is short of funds and has nocore agencies. The company must face their threat in which high-level Chinese wineseized the mid-level market and the competition with its replacements, like beer, wineand western wine, is continuingly intense. The thesis analyzes sales strategies from itsmain competitors, points out that the problems on sales strategies, and gives practicalsuggestions according to relevant theories. Therefore, the thesis tired to offer anypossibilities for the company to avoid disadvantages, to take advantages, to seek survivals and development, to grab market opportunities and to strengthen enterprisecompetition.更多还原