Thesis for Master’ s degree, ShanXi University, 2021
Research on the Omni-channel Marketing Strategy
of X Wine of F Company
Student Name
Supervisor
Major
Zhao Xiaojie
Meng Huixia
Business Administration
Marketing
Specialty
Department
Research Duration
School of Economics and Management
2017.09-2021.06
June, 2021

目录
中 文 摘 要..........................................................................................................................I
ABSTRACT........................................................................................................................III
第一章 绪论.........................................................................................................................1
1.1 研究背景.................................................................................................................1
1.2 研究意义.................................................................................................................1
第二章 相关理论及研究现状.............................................................................................3
2.1 全渠道营销理论.....................................................................................................3
2.1.1 销售渠道及其发展过程...............................................................................3
2.1.2 全渠道营销...................................................................................................3
2.1.3 白酒行业全渠道影响因素...........................................................................5
2.2 STP营销理论..........................................................................................................6
2.2.1 市场细分.......................................................................................................6
2.2.2 目标市场.......................................................................................................6
2.2.3 市场定位.......................................................................................................7
第三章 X酒行业发展背景及分销渠道现状.....................................................................8
3.1 酒类行业现状.........................................................................................................8
3.1.1 行业现状及问题...........................................................................................8
3.1.2 白酒渠道发展历程.......................................................................................9
3.1.3 白酒行业 PEST环境分析..........................................................................11
3.2 X酒渠道策略现状与问题....................................................................................13
3.2.1 F公司简介...................................................................................................13
3.2.2 X酒简介......................................................................................................13
3.2.3 X酒渠道策略及现状..................................................................................13
3.3 X酒 SWOT分析...................................................................................................18
3.3.1 SWOT分析..................................................................................................18
3.3.2 SWOT矩阵..................................................................................................20
第四章 X酒全渠道策略制定...........................................................................................21
4.1 X酒渠道选择影响因素分析................................................................................21

4.1.1 企业特点对渠道的影响.............................................................................21
4.1.2 产品特性对渠道的影响.............................................................................22
4.1.3 X酒 STP及渠道偏好................................................................................. 23
4.2 X酒全渠道营销策略制定....................................................................................29
4.2.1 线下渠道.....................................................................................................29
4.2.2 线上渠道.....................................................................................................31
4.2.3 全渠道整合.................................................................................................34
第五章 全渠道整合相关营销策略...................................................................................36
5.1 产品规划...............................................................................................................36
5.1.1 X酒产品体系..............................................................................................36
5.1.2 X酒产品运作规划......................................................................................36
5.2 价格管理...............................................................................................................37
5.2.1 价格管理目标.............................................................................................37
5.2.2 价格管理方法.............................................................................................37
5.3 促销策略...............................................................................................................38
5.3.1 促销目标.....................................................................................................38
5.3.2 促销推广方法.............................................................................................39
第六章 市场运作保障措施...............................................................................................41
6.1 信息系统...............................................................................................................41
6.2 团队和资金保障...................................................................................................42
6.3 优化渠道参与者...................................................................................................43
第七章 结论与讨论...........................................................................................................44
7.1 主要研究结论.......................................................................................................44
7.2 研究的不足及未来研究方向...............................................................................44
参 考 文 献.................................................................................................................45
致 谢.................................................................................................................................48
个 人 简 况.................................................................................................................49
承 诺 书.........................................................................................................................50
学位论文使用授权声明.....................................................................................................51
。。。以下略