MBA学位论文
作者：杨佩沛
甘肃秀萍酒业有限公司定西市场营销策略优化研究
甘肃秀萍酒业有限公司定西市场营销策略优化研究
中文摘要
甘肃秀萍酒业有限公司作为甘肃省定西市一家有11年白酒经销经验的知名
公司，目前在定西区域市场已占据一定的市场份额，拥有稳定的渠道销售网络，
但面对当下的竞争环境，出现了发展动力不足的状态。企业如何在定西白酒市场
上制定营销优化策略，实现公司白酒销售业务突破，已是公司需解决的核心问题。
论文以甘肃秀萍酒业有限公司为研究对象，利用文献研究法、访谈法、问卷
调研的方法，发现企业目前营销策略存在的问题并分析原因，对甘肃秀萍酒业有
限公司所处区域的宏观环境、行业竞争环境、客户需求进行分析，对目标市场重
新细分、选择、定位，提出了营销组合的优化策略。
通过研究发现，企业在产品方面存在渠道经销产品单一、无组合优势，渠道
客户的销售积极性减弱，无法与市场一二线高利润产品抗衡，结合白酒消费者的
消费出现分化趋势；企业渠道方面的开发及效率不足，且缺少线上渠道的补充，
还需在线下渠道网络精耕细作；企业现有促销活动方面主要是依赖订货会、团拜
会、节日客情等常规活动为主，活动节点和活动的设置上与行业其他公司差异化
不明显或创新不足。论文提出了针对性的营销组合优化策略，企业需开展多品牌
全生命周期的产品组合，渠道网络利用效率，产品间形成优势互补；对终端渠道
进行分级管理服务，细化终端销售的网络，提升销售渠道整体效率，积极尝试各
类线上网络平台，形成多渠道营销共振；需要结合白酒消费的场景，利用白酒文
化属性，通过情感浸透式促销活动，从服务细节上得到客户的认可。
该研究对甘肃秀萍酒业有限公司进一步优化营销策略，实现白酒销售业务提
升有着重要的指导意义，对其他同类企业具有一定参考价值。
关键词：白酒经销企业，定西市场，营销组合策略
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MBA学位论文
作者：杨佩沛
甘肃秀萍酒业有限公司定西市场营销策略优化研究
Research on the Optimization of Dingxi Marketing Strategy
of Gansu Xiuping Wine Co., Ltd.
Abstract
Gansu Xiu Ping Wine Co., Ltd., a well-known company in Gansu, Dingxi, has 11
years experience in Baijiu distribution. It has occupied a certain market share in the
Dingxi regional market and has a stable channel sales network. However, in the face
of the current competitive environment, there is a lack of development momentum.
How to make marketing optimization strategy in Dingxi Baijiu market and achieve
breakthroughs in Baijiu sales business is the core issue that the company needs to
solve.
Taking Gansu Xiuping wine industry Co., Ltd. as the research object, using the
methods of literature research, interview and questionnaire survey, this paper finds the
problems existing in the current marketing strategy of the enterprise and analyzes the
reasons, analyzes the macro environment, industry competition environment and
customer demand of the region where Gansu Xiuping wine industry Co., Ltd. is
located, and re subdivides, selects and locates the target market, Put forward the
optimization strategy of marketing mix.
Through research, we find that there are channels for products to sell products,
and there is no combination advantage. The sales enthusiasm of channel customers is
weakened, and they can not compete with the second line high profit products of the
market. Baijiu consumers have a trend of differentiation. The development and
efficiency of enterprise channels are insufficient, and there is a lack of supplement to
online channels, which needs intensive cultivation of online and offline channel
networks; The existing promotion activities of the enterprise mainly rely on regular
activities such as ordering meeting, group worship meeting and festival customer
information. The setting of activity nodes and activities is not significantly different
from that of other companies in the industry or lack of innovation. This paper puts
forward targeted marketing mix optimization strategies. Enterprises need to carry out
multi brand product mix in the whole life cycle, improve the utilization efficiency of
channel network, and form complementary advantages among products; Carry out
hierarchical management services forterminal channels, refine the network of
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MBA学位论文
作者：杨佩沛
甘肃秀萍酒业有限公司定西市场营销策略优化研究
terminal sales, improve the overall efficiency of sales channels, and actively try
various online network platforms to form multi-channel marketing resonance; It is
necessary to combine Baijiu consumption scenario with Baijiu culture and get the
recognition from the service details through emotional immersion promotion.
This study has important guiding significance for Gansu Xiu Ping wine industry
Co., Ltd. to further optimize marketing strategy and achieve Baijiu sales promotion,
and has certain reference value for other similar enterprises.
Key words: Baijiu distribution enterprise,Dingxi Market,Marketing mix strateg
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