【作者】 李露；

【导师】 翁智刚；

【作者基本信息】 西南财经大学 ， 工商管理（MBA）（专业学位）， 2019， 硕士

【摘要】 我国拥有悠久的白酒饮用历史,孕育出为数众多的全国性知名白酒品牌。21世纪以来,得益于我国经济社会的高速发展,白酒行业经历了2002-2012年十年黄金发展期。2012年以来,受国内经济增长速度放缓、国家政策等因素的不利影响,白酒行业进入深度调整期。进入2016年后,高端龙头率先复苏,带动白酒行业回暖,白酒企业主营业务收入和净利润呈现恢复性增长态势,大众消费取代政务消费成为行业新的增长动力,新核心消费群体的崛起引领消费回归理性,新消费场景的出现促使市场竞争加剧。与此同时,经济的发展推动人民群众对美好生活的需要日益增长,人民群众从精打细算的排队购物者转变成面对琳琅满目商品拥有话语权的消费者,由此带来市场消费需求呈现个性化和多元化的特征。近年来,契合消费者心智的热销单品,成为拉动白酒企业发展的重要因素,在日趋激烈的竞争环境中,行业竞争由品牌抢占市场向更为细分的品类抢占市场发展,以品类竞争为立足点成为研究白酒营销策略的趋势。本文选取白酒老字号之一,泸州老窖为研究对象,公司战略清晰,产品线较为完善,单品却缺乏足够的号召力,导致其在所属细分品类中大都处于追随者的地位,公司存在的问题在白酒行业内存在一定的代表性,选取其进行品类竞争策略研究,并作为使用竞争定位理论优化品类竞争策略设计的尝试,具有较为广泛的参考意义。首先,笔者梳理出我国白酒品类的发展历程,总结出香型、价格、创新三大品类的划分现状及发展趋势,以此为基础,展开分析行业内品类竞争的现状,为后期对研究对象进行品类竞争对手分析提供参考。紧接着,借由对研究对象泸州老窖公司财务数据、销售框架、产品线进行梳理,完成对公司的介绍,通过数据对比分析品类竞争对手现状,并进一步从公司现行战略出发,列举出公司为达成战略目标所执行的品类竞争策略的情况。其次,在白酒竞争现状市场调查研究中,笔者通过设计、发放、回收283份有效问卷,对样本数据深入分析和研究,借由样本反馈数据准确梳理出老窖现行品类竞争策略存在的五大单品定位不够清晰、产品价格带重合品类间互相竞争、品类创新弱化品牌力等主要问题;最后,使用竞争定位理论的研究成果,从以下三方面制定品类竞争策略的调整设计:第一,对现存品类产品价格及定位进行品类的调整与重塑;第二,对明星单品从积极进攻、集中兵力、防御优势方面完成单品的聚焦;第三,对品类的拓展和创新提供更全面的视角。通过对泸州老窖品类竞争策略进行调整设计,有针对性的解决原有竞争策略在执行过程中暴露出的问题,给出的建议调整设计方案支持公司既定的战略,适用于高度竞争的行业特征,有利于提高公司在细分品类下的竞争力。本文创新之处在于,一是以品类划分为基础,根据品类划分对公司细分市场、产品价格线、单品定位、竞争对手进行重新梳理;二是从品牌知名度、产品认可度、市场竞争情况三方面出发进行问卷的设计与分析,以发现研究对象存在问题为目的,基于样本年龄差异、样本年收入差异、不同消费场景进行深度的数据交叉分析;三是将理论运用于实践,将存在的问题归纳在产品定位、单品聚焦和品类创新三个大点中,并提出对应的竞争策略调整设计方案。根据以上研究,希望帮助泸州老窖在品类竞争中脱颖而出,并借由研究推动企业对品类竞争策略的重视与发展,为行业内其他的公司的品类营销管理提供一定的理论和实践参考。更多还原

【Abstract】 China has a long history of drinking liquor,and has produced many nationally renowned liquor brands.Since the 21 st century,because of the rapid development of China’s economy and society,the liquor industry had experienced a golden period of ten years from 2002 to 2012.Since 2012,due to the slowdown of domestic economic growth and national policies,the liquor industry had entered a period of deep adjustment.Then after 2016,well-known companies took the lead in recovery,which led to the recovery of the liquor industry.The main business income and net profit of liquor enterprises showed a gradually growth trend.Personal consumption replaced government consumption became the new growth engine of the industry.The rise of new core consumer groups has led consumption to back to rationality,and the emergence of new consumption scenarios has intensified market competition.At the same time,the development of the economy has pushed people’s needs for a better life to grow,and people have changed from carefully budgeted shoppers to consumers who have the right to choose in a dazzling array of goods,this change brings the characteristics of market consumption demand to be personalized and diversified.In recent years,the hot-selling items that understand the needs of consumers have become an important factor in stimulating the development of liquor enterprises.In the increasingly fierce competitive environment,industry competition is changed from brand to seize the market into category to occupy the segment market shares,and category competition has become the trend of research on liquor marketing strategies.This paper selects one of the oldest liquor brands—Luzhoulaojiao,as the research object.The company’s strategy is clear,the product line is relatively perfect,but the single product lacks sufficient appeal,which leads to its status as a follower in its category segments market.The problems existing in the company are representative in the liquor industry.Selecting it to conduct the category competition strategy research and as an attempt to optimize the competition strategy design,using competitive positioning theory has a wide range of reference significance.Firstly,it presents the development history of China’s liquor category,summarizes the current status and development trend of the three categories of fragrance,price and innovation.Based on this,it analyzes the status quo of category competition in the industry and classifies the research objects,which provides a reference for the later analysis of the category competitors.Then,the author completed the introduction of the company by combing the financial data,sales framework and product line of the research object.Through data comparison and analysis of the status quo of category competitors,and further from the company’s current strategy lists the company’s category competition strategy to achieve the strategic objectives.Secondly,in the market research on liquor competition status,the author designs,distributes and recycles 283 valid questionnaires,deeply studies and analyzes the samples,and uses the sample feedback data to accurately summarize problems about the five major items in company’s current category competition strategy: the positioning is not clear enough,the product price has the main problems of competing with each other,the category innovation weakens the brand power;finally,using the research results of the competitive positioning theory,the adjustment design of the category competition strategy is formulated from the following three aspects: First,Adjustment and remodeling of categories and prices of existing products;Second,focusing on the single item from the aggressive attack,concentrated strength,and defensive advantage;third,providing a more comprehensive perspective on the expansion and innovation of the category.Through the redesign of the Luzhoulaojiao’s category competition strategy,the problems exposed in the performance process of the original competition strategy are solved in a targeted manner,and the design plan is adjusted to support the company’s established strategy,which is suitable for highly competitive industry characteristics and will improve the company’s competitiveness under the segmentation category.The innovation of this paper: first,this paper is based on the classification of categories,reorganizing the company’s market segments,product price lines,product positioning,and competitors according to category classification;second,the design and analysis of the questionnaires are based on three aspects of brand awareness,product recognition and market competition.According to the purpose of discovering the problem of the research object,the data cross-analysis based on the sample age difference,sample annual income difference and different consumption scenarios.Third,the theory is applied to practice,and the existing problems are summarized in the three major points of product positioning,single product focus and category innovation,and the corresponding competitive strategy adjustment design scheme is proposed.According to the researches above,author hopes to help Luzhoulaojiao company win in the category competition,and to promote the emphasis and development of the category competition strategy by the research,also to provide some theoretical and practical reference for the category marketing management of other companies in the industry.更多还原