近年来，随着互联网产业的发展，我们的生活方式也在不断的发生变革。白酒 企业作为传统行业，如何实现与互联网优势相结合，进而在日益激烈的竞争中不断 提升市场份额，是所有白酒企业都面临的问题。我国白酒产业在进行深度调整的同 时，主流酒企也纷纷转向中低端市场的网络营销。相对于传统式营销，网络营销主 要以互联网为基本手段营造网上经营环境的各种活动。在互联网时代，如何灵活运 用互联网的新思维，将之和白酒营销结合起来，这成为了当前人们关注的焦点。 本文把A白酒企业作为实际的研究对象，先采用文献研究以及实地调研等多种方式 对该公司进行了解，以相关的营销理论作为本文研究的基础，详细地分析了A白酒 企业的外部环境。不仅对公司在互联网时代下所处的宏观环境、微观环境进行阐述， 运用SWOT分析法找到公司的优势与劣势，面临的机会与威胁，同时还对公司当前的 产品、渠道等方面的情况进行了分析，了解公司当前营销所存在的一些问题。并且 以此作为基础，对公司目标市场的新的选择以及产品新的定位等进行叙述，在当前 互联网时代下，依托互联网发展思想的指引，对以产品为中心的产品、价格、渠道 以及促销4P组合营销策略进行了深化，分析A公司的市场营销环境的演变，基于网 络营销的理论，结合该公司的产品文化定位，提出了公司营销策略的改善方案，以 进一步优化企业营销策略。最后提出具体措施保障A白酒企业营销策略顺利实施。 本研究明确了营销策略的实际应用，通过对A白酒企业的案例分析，为企业提供具 有一定操作性、系统化的营销组合策略，强调企业想要获得稳定长期的发展，就一 定要能够有效运用营销策略，构建企业长期的发展目标，通过科学有效的营销策略 方法，抓住行业机遇，把资源优势转化为目标市场的竞争力，不断地提升企业的营 销及运营能力，以更大限度促进企业发展。 关键词：互联网时代；A白酒企业；营销策略 II ResearchandAnalysisonMarketingStrategyofALiquorEnterprisein InternetEra Abstract Withtheslowdownofdomesticeconomicdevelopmentandtheintroductionofnew trafficregulations,aswellasnewpoliciestolimitthreekindsofpublicconsumptions,the liquorindustryiscurrentlyfacingthefiercecompetitioninrecentyears.Ontheoneside, duetoadjustmentofthedomesticindustry,“overcapacity”hasledtoamandatory restrictiononliquorproductionandincreasedpressureoftheliquorindustry.Ontheother hand,forthecompanies,thepositioningofmanywineryproductsisunclear,and especiallythemarketingstrategyisnotcompatiblewiththerapidlychangingmarket. Becauseofhighproductioncost,itisdifficulttomeetthechangingandpersonalized needsofconsumers.IntheInternetera,howtoflexiblyapplythenewconceptandideas ofthiseratoliquormarketinghasbecomethefocusofattention. ThispapertakesAliquorenterpriseascasestudy,firstlybyliteraturereviewand fieldinvestigation,ithasintroducedthecompany.Basedontheoriesof4P,network marketingandSTP,ithasanalyzedtheAliquorenterprise’sexternalenvironmentin detail.bytheSWOTanalysisithasfoundoutthecompany'sadvantagesand disadvantages,theopportunitiesandthreats.Byanalysisofthecompany'scurrent products,price,placeandpromotionstrategies,ithaspointedoutthecompany'scurrent marketingproblems.Thenewchoiceofthestandardmarketandtheneworientationof theproductaredescribed.inthecurrentInternetera,undertheguidanceofthe developmentthoughtoftheInternet,theproduct-centeredproduct,price,channeland promotionaredeepened,andtheformulationschemeofthecompany'smarketingstrategy isputforwardinordertooptimizeitsmarketingstrategyinanall-roundway.Finally, specificsafeguardmeasuresareproposedtomakethemarketingstrategysmoothly implementedforAliquorenterprises. Thisstudymakesclearpracticalapplicationofmarketingstrategy,whichisofgreat significancetothebetterdevelopmentofenterprises.ThroughthecasestudyoftheA liquorenterprise,itisemphasizedthatiftheenterprisewantstoachievestableand long-termdevelopment,itmustbeabletousethemarketingstrategyeffectively,build long-termdevelopmentgoal,andcontinuouslyimprovethemarketingandoperation abilitythroughscientificandeffectivemarketingstrategymethodstoobtainthe III competitivenessofsustainabledevelopment. Keywords:InternetEra;ALiquorEnterprise;MarketingStrategy IV 目录 第1章引言..................................................................................................................1 1.1选题背景.................................................................................................................1 1.2选题目的及意义.....................................................................................................1 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.....................................................................................................3 1.3.3文献评述.............................................................................................................5 1.4研究方法、内容与思路.........................................................................................5 1.4.1研究方法.............................................................................................................5 1.4.2研究内容与思路.................................................................................................6 第2章相关理论介绍..................................................................................................8 2.1营销的基本理论介绍.............................................................................................8 2.1.1网络营销内涵.....................................................................................................8 2.1.24P理论...............................................................................................................8 2.1.3STP营销理论.....................................................................................................9 2.2市场环境分析方法介绍.......................................................................................10 2.2.1波特五力模型...................................................................................................11 2.2.2SWOT分析法.....................................................................................................12 第3章A白酒企业营销现状分析.............................................................................13 3.1A白酒企业介绍..................................................................................................................13 3.2A白酒企业营销现状分析...................................................................................14 3.2.1A白酒企业营销现状.......................................................................................14 3.2.2A白酒企业营销中存在的问题.......................................................................16 3.2.3A白酒企业营销中存在问题的原因分析.......................................................18 第4章A白酒企业营销环境分析.............................................................................20 4.1A白酒企业市场宏观环境分析...........................................................................20 4.1.1政治法律环境分析...........................................................................................20 4.1.2经济环境分析...................................................................................................20 4.1.3社会环境分析...................................................................................................21 4.1.4技术环境分析...................................................................................................21 4.2A白酒企业市场微观环境分析...........................................................................22 4.2.1供应商分析.......................................................................................................22 V 4.2.2消费者分析.......................................................................................................22 4.2.3竞争者分析.......................................................................................................23 4.2.4替代品分析.......................................................................................................24 4.2.5潜在进入者分析......................................................................