I 摘要 白酒行业在我国拥有特殊的社会地位和经济价值，积累了悠久的历史文化沉 淀，是国民经济的重要组成部分。新零售时代的到来、信息技术的迭代促使白酒 营销发生重大变化，呈现线上与线下渠道融合的特点。2020年新冠肺炎疫情长时 间的蔓延对全球经济造成重大打击，对行业及消费者行为的影响时间较长。疫情 导致白酒主要消费场景大幅减少，消费者线上渠道购物的偏好度增加。白酒企业 需根据环境的变化调整营销策略，并加快企业线上及线下的融合发展以应对疫情 带来的威胁。 G公司是泸州老窖领导下专门负责国窖1573营销的商贸公司，所负责运营的 国窖1573是国内三大高端白酒品牌之一。本文以G公司4P营销策略为研究对象， 在现代营销理论的指引下探讨G公司在疫情的影响下如何调整4P营销策略以应对 市场变化。通过文献研究、理论研究、实地调研及访谈，结合作者工作经验梳理 出G企业4P营销策略现状及问题并提出相应改进及保障措施。本文通过消费者调 研、G公司内外部环境分析、竞争对手分析，按照STP理论确定G公司未来营销 目标及定位，根据国窖1573定位按照4P维度对G公司营销策略现状及问题进行 分析，发现G公司存在产品老化、价格策略不尽合理，在新技术、新零售渠道应 用上有所欠缺，品牌推广不够聚焦并缺乏新媒体应用等问题。文章结合疫情对行 业的影响，基于消费者行为变化提出G公司应采用ST战略，发挥自身机制灵活、 团队执行力强等优势，积极进行营销改革。G公司应提升产品研发及供应能力， 进行产品深度多元化开发并跨界打造爆品。执行价格跟随及差异化渠道定价策略， 并扩宽产品价格带。整合优化线上及线下的资源进行渠道和品牌推广，深化直分 销运作模式进行基地市场精耕及渠道下沉，保障渠道的合理利润。在品牌传播上 加强IP营销探索并利用微信、微博、抖音等新媒体构建多种媒体的推广矩阵。G 公司应顺应新零售趋势进行快速变革，并在组织、人才、技术方面予以保障，提 升企业的核心竞争力以应对不利的环境影响。 希望通过本文的研究，能给受疫情影响的G公司或其它企业营销策略制定提 供新的思路和参考，疫情爆发后原有消费场景产生了重大变化，只有及时改变方 能在困境中迎难而上，保证企业的生存和发展。 关键词：新冠肺炎疫情，高端白酒，4P营销策略，线上与线下 ABSTRACT II ABSTRACT Liquor industry has a special social status and economic value in China, which has accumulated a long history and culture, and is an important part of the national economy. The arrival of the new retail era and the iteration of information technology have made great changes in liquor marketing, showing the integration of online and offline channels. The prolonged spread of covid-19 in 2020 will have a major impact on the global economy, and has a longer impact on industry and consumer behavior. The epidemic leads to a significant reduction in the main consumption scenarios of liquor and an increase in consumers' preference for online shopping. Therefore, liquor enterprises need to adjust their marketing strategies according to the changes of the environment, and speed up the integration of online and offline development in response to the threat of the epidemic. G company is a trading company led by Luzhou Laojiao, which is specially responsible for the marketing of Guojiao 1573, one of the three high-end liquor brands in China..This paper takes G company's 4P marketing strategy as the research object, and under the guidance of modern marketing theory, discusses how G company adjusts its 4P marketing strategy to cope with market changes under the influence of COVID-19. Through literature research, theoretical research, field research and interviews, combined with the author's work experience, the status quo and problems of 4P marketing strategy of G enterprise were sorted out, and corresponding improvement and safeguard measures were proposed. Based on consumer researches, internal and external environment analyses and competitor analyses of G company, the future marketing objectives and positioning of G company are determined according to STP theory. Based on the positioning of Guojiao 1573, the current situation and problems of marketing strategies of G company are analyzed according to 4P dimension. It is found that G company has product aging, unreasonable price strategy, lack of application of new technology and new retail channels. Moreover, the brand’s promotion is not focused enough and new media applications are lacking. Based on the impact of the epidemic on the industry and the change of consumer behavior, this paper proposes that G company should adopt st strategy, give full play to its advantages of flexible mechanism and strong team ABSTRACT III execution, and actively carry out marketing reform. G company shall improve its product R & D ability and supply ability, conduct in-depth diversified product development and create explosive products across the border. It should also follow Implement price and differential channel pricing strategy, and expand product price band. Integrate and optimize the online and offline resources for channel and brand promotion, deepen the direct distribution operation mode for base Market intensive cultivation and channel sinking, and ensure the reasonable profit of the channel. In terms of brand communication, IP marketing exploration is strengthened and the promotion matrix of various media is constructed by using new media such as WeChat, microblog and Tiktok. G company should adapt to the new retail trend to make rapid changes, and guarantee in organization, talent and technology, so as to enhance the core competitiveness of the enterprise to cope with the adverse environmental impact It is hoped that the research in this paper can provide new ideas and references for the marketing strategy formulation of G company or other enterprises affected by the epidemic situation.After the outbreak of the epidemic, the original consumption scenario has changed significantly. Only timely changes can meet the difficulties and ensure the survival and development of enterprises. Keywords: COVID-19, high-end liquor, marketing strategy, online and offline 目录 IV 目录 第一章 绪论 .................................................................................................................... 1 1.1 研究背景与意义 ................................................................................................. 1 1.2 研究思路与方法 ................................................................................................. 2 1.2.1 研究思路 .................................................................................................. 2 1.2.2 研究方法 .................................................................................................. 3 1.3 研究内容与框架 ................................................................................................. 3 第二章 相关理论基础 .................................................................................................... 5 2.1 4P理论 ................................................................................................................ 5 2.2 STP营销策略 ..................................................................................................... 6 2.3 SWOT分析模型 ................................................................................................. 8 2.4 本章小结 ............................................................................................................. 9 第三章 G公司概况及营销环境分析 .......................................................................... 10 3.1 G公司概况 ....................................................................................................... 10 3.2 G公司PEST分析 ............................................................................................. 11 3.3 白酒行业营销模式发展历程 ........................................................................... 15 3.4 G公司主要竞争对手分析 ............................................................................... 17 3.5 高端白酒消费者行为分析 ............................................................................... 22 3.6 G公司SWOT分析 .......................................................................................... 27 3.7 本章小结 ........................................................................................................... 31 第四章 疫情影响