醋在日常生活中常常被消费者当作调味品来食用。但随着人们生活水平的不 断提升，越来越多的人们认识到醋对于身体健康的重要作用。故此，醋在人体保 健方面得到了更大范围的推广。当前市场中的醋产品主要包括美容醋、养生醋与 保健醋等，它们的出现将大大提升食醋产业的发展。本文以临洮县功成醋坊作为 研究对象，运用市场营销学的理论，对功成醋坊谷香麸醋产品的各个方面进行详 细的分析与营销策略规划。 本文首先介绍选题的背景与意义，以及研究内容及研究框架；其次，对理论 基础进行概述，包括相关概念的界定，对营销管理组合工具和营销理论进行阐释， 从而为本文的写作提供理论基础；再次，运用 PEST 分析模型分别对功成醋坊的 宏观环境与行业竞争环境进行了详细的分析，并通过 SWOT 分析法对功成醋坊 的内部优劣势及外部机遇与威胁等各个因素进行全面深入分析；第三，利用 STP 营销为功成醋坊的谷香麸醋产品选择准确的目标市场，并对功成醋坊的产品、公 司形象、市场定位提出了相关建议；结合市场需求分析制定出适合的营销策略。 最后，将 4P 与 4C 营销理论相结合，为功成醋坊制定适应该企业的营销组合策 略,希望达到促进产品营销、扩大企业影响力和提高市场占有率的目的。 关键词：临洮县；功成醋坊；营销策略MBA 学位论文 作者：蒋玮明 临洮县功成醋坊市场营销策略研究 II RESEARCH ON MARKETING STRATEGY OF GONG CHENGVINEGARWORKSHOPIN LINTAO COUNTY Abstract Usually, vinegar is eaten as a condiment by people, but as people's living standards continue to improve, people are increasingly aware of the important role of vinegar in health, and thus vinegar has been promoted in a wider range of human health. The current market vinegar products include beauty vinegar, health vinegar and health vinegar, and these factors will greatly enhance the development of the vinegar industry. This paper takes Lintao County Gongcheng Vinegar Square as the research object, and uses the theory of marketing to carry out detailed analysis and marketing strategy planning for all aspects of the vinegar workshop fragrant vinegar products. This paper first introduces the background and significance of the topic, the research content and research framework. Secondly, the theoretical basis is summarized, including the definition of related concepts, which are explained by marketing management combination tools and marketing theory, which provides the theoretical basis for the writing of the thesis. Afterwards, the PEST analysis model was used to analyze the macro environment and industry competition environment of the vinegar workshop. Through the SWOT analysis method, the internal advantages and disadvantages of the vinegar workshop and the external opportunities and threats were comprehensively analyzed. Then, using the STP marketing strategy analysis method, the focus is on selecting the correct target market for the savory vinegar products of Gongcheng Vinegar Square, and making recommendations on the products, company image and market positioning of vinegar vines; Analyze and formulate a suitable marketing strategy; Finally, use 4P and 4C marketing theory to develop a suitable marketing mix strategy for the vinegar workshop, in order to achieve the purpose of brand promotion, expanding corporate influence and increasing market share. Keywords: Lintao County, Gongcheng Vinegar Workshop, Marketing StrategyMBA 学位论文 作者：蒋玮明 临洮县功成醋坊市场营销策略研究 III 目 录 中文摘要.....................................................................................................I Abstract .....................................................................................................II 第一章 绪论.............................................................................................1 1.1 研究背景及研究意义......................................................................................1 1.1.1 研究背景 ...................................................................................................1 1.1.2 研究意义 ...................................................................................................1 1.2 研究的内容与方法..........................................................................................2 1.2.1 研究内容 ...................................................................................................2 1.2.2 研究方法 ...................................................................................................2 1.3 研究框架及论文结构图..................................................................................3 第二章 相关概念及理论综述 ................................................................4 2.1 概念界定..........................................................................................................4 2.1.1 市场营销相关概念界定 ...........................................................................4 2.1.2 醋产品市场营销的含义 ...........................................................................4 2.2 国内外研究综述..............................................................................................5 2.2.1 国外研究综述 ...........................................................................................5 2.2.2 国内研究综述 ...........................................................................................6 2.3 营销管理工具..................................................................................................6 2.3.1 PEST...........................................................................................................7 2.3.2 波特五力模型 ...........................................................................................7 2.3.3 SWOT 分析法............................................................................................8 2.4 营销理论..........................................................................................................8 2.4.1 4P 营销理论...............................................................................................8MBA 学位论文 作者：蒋玮明 临洮县功成醋坊市场营销策略研究 IV 2.4.2 4C 营销理论 ..............................................................................................9 第三章 功成醋坊营销环境分析 ..........................................................10 3.1 功成醋坊简介................................................................................................10 3.1.1 主要产品及特色 .....................................................................................10 3.1.2 组织机构框架 .........................................................................................10 3.2 营销宏观环境分析........................................................................................ 11 3.2.1 政治环境分析（Political）.................................................................... 11 3.2.2 经济环境分析（Economic）.................................................................12 3.2.3 社会文化环境分析（Social） ...............................................................14 3.2.4 科学技术环境分析（Technological） ..................................................15 3.3 临洮酿醋行业波特五力分析........................................................................15 3.3.1 现存竞争者之间的竞争 .........................................................................15 3.3.2 新的竞争对手入侵 .................................................................................16 3.3.3 替代品的威胁 .........................................................................................16 3.3.4 买方议价能力 .........................................................................................16 3.3.5 供应商议价能力 .....................................................................................17 3.4 功成醋坊市场营销 SWOT 分析 ..................................................................17 3.4.1 企业的优势（Strength） .......................................................................17 3.4.2 企业的劣势（Weakness） .....................................................................17 3.4.3 企业的机遇（Opportunities） ...............................................................18 3.4.4 企业的挑战（Threats） ..................................