摘要
作为制曲酿酒的发源地，我国酿制、饮用白酒的历史可以追溯到春秋时
期。改革开放以后，酒类市场也是最早向民营企业开发的行业之一，经过多年
的发展，我国的酒类市场已经发展成为完全竞争状态，加入 WTO 以后，国外
酒类产品的进入无疑使得酒类市场的竞争日趋白热化。如何在激烈的市场中谋
求生存和发展，如果针对人们饮酒文化和习惯的变迁调整产品的定位和特点，
如何在行业发展中找准自身的立足点，这些问题已成为各类酒类生产销售企业
经营发展的核心问题。QC 酒业公司是成立于上世纪 80 年代的白酒生产企业，
经过多年的发展，该公司已经发展成为潍坊地区较为著名的白酒生产企业，而
面对激烈的市场竞争，如何制定更为科学高效的营销策略，提高产品的销售范
围和盈利能力是保障该公司长远发展的核心问题

本文以 QC 酒业公司为研究对象，从 QC 酒业公司经营发展的基本情况出
发，利用 FMEA 模型对该公司目前现有的营销策略进行了具体的评价和分
析，提出了该公司在产品营销方面存在的主要问题。在此基础上，本文以 QC
酒业公司为中心，对其营销的外部宏观环境、行业竞争环境以及企业自身的优
势、劣势、挑战和机会等进行分析。通过对其经营环境进行全面综合的分析，
为其产品营销策略的调整指明方面。而后，本文将关系营销、消费心理和行
为、网络营销、和品牌营销与 4P 理论相结合，制定了该公司产品、价格、渠道
和促销的改进策略，以弥补现有营销策略的不足，提高产品的市场竞争力和市场
推广能力，进而提升产品销量提高市场美誉度，促进 QC 酒业公司的发展壮大

最后，为保障 QC 酒业公司新的营销策略能够顺利得以推广和实施，并能
够取得公司各级管理人员的理解和支持，保证各项该销售政策能够产生良好的
效果，论文研究对 QC 酒业公司营销执行力进行了评价，并提出了具体的提升
对策，保障各项营销策略能够推广实施，进而取得良好的效果

关键词：QC 酒业公司；营销策略；环境分析；4P；保障措施哈尔滨理工大学工商管理硕士学位论文
II
The Study on the Product Marketing Strategy of the
QC Liquor Company
Abstract
As is the birthplace of wine, the history of Chinese people drinking, making win
can be traced back to the ancient period. After the reform and opening up, the liquor
market is the one of the first place which is open to private enterprise. after years of
development, now, the liquor market in China has became wildly open, competitive
and freedom. Especially After joining the WTO, the foreign products’enter has made
the market became keen competition. How to survival and development in a
competitive market, how to change the market’s position and characteristics of the
products, and how to find their own foothold in the industry, these issues have
become the core issues for liquor production and sales company in the process of
our development. QC liquor company was founded in the last century 80&39;s, after
years of development, it has became an famous white wine production enterprise in
Weifang region. Facing with the fierce market competition, how to make more
scientific and efficient marketing strategies and promote product sales is key to to
ensure the long-term development of the company to be accomplishment.
In this dissertation, the paper mainly focus on the research and realization of
QC liquor company marketing strategies. According to the basic conditions of the
company, it has recommend the company&39;s current marketing strategies, and then
analysis the citing problems in the marketing activation. On this basis, based on
QC liquor company as the Center, on the marketing of the external macro-
environment, competitive environment, as well as their own analysis of the strengths,
weaknesses, challenges and opportunities. Through its comprehensive analysis of the
business environment, specified in the adjustment of marketing strategy for their
products. Then, paper on QC company of products marketing for has STP analysis
determine has products of market positioning and the sales object, with 4P theory
developed has the company market marketing of products, and price, and channel
and promotions of improved strategy, to make up existing marketing strategy of哈尔滨理工大学工商管理硕士学位论文
III
insufficient, improve products of market competitiveness and market promotion
capacity, then upgrade products sales improve market reputation degrees, promote
QC liquor company company of development grow.
Finally, to ensure the new marketing strategies of QC liquor company to
successfully promoting and implementing, and was able to get the understanding and
support of managers at all levels of the company, ensure the sales policy is able to
produce good results. The paper has developed some safeguards, from organization,
technical system, etc to ensure that the marketing strategies to be implemented. This
research can help QC liquor company effectively solve their main problems in
product marketing, promoting the long-term development of the enterprises. And
provide marketing strategies and practical experience for the similar enterprise, also
summarized the STP and 4P products marketing theories and methods in the practical
application of the liquor industry. The study has some practical and theoretical
significance of the thesis.
Keywords：QC liquor company, marketing strategy, environment analysis, 4P,
guarantee measures哈尔滨理工大学工商管理硕士学位论文目 录
摘要.......I
AbstractII
第 1 章 绪论.....1
1.1 选题背景1
1.2 研究的目的和意义........2
1.2.1 研究目的.....2
1.2.2 研究意义.....2
1.3 国内外研究现状3
1.3.1 国外研究现状.........3
1.3.2 国内研究现状.........5
1.3.3 国内外研究现状评述.........6
1.4 研究的主要内容和方法6
1.4.1 主要研究内容.........6
1.4.2 论文研究的方法及技术路线.........7
第 2 章 QC 酒业公司产品营销策略现状分析..........9
2.1 QC 酒业公司发展现状..9
2.1.1 QC 酒业公司概况...9
2.1.2 销售管理组织结构.9
2.1.3 产品销售情况.........9
2.2 QC 酒业公司现行营销策略....10
2.2.1 公司主要产品策略...........10
2.2.2 公司主要价格策略...........11
2.2.3 公
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