MBA教育中心知识库

在过去的二十年里，为了建立一个更好的社会发展体系，我国出台了许多反腐败政策。其中，对公款消费实行了严格的管控和规范，对很多高价的白酒品牌销售有一定的限制。随着国民生活水平的提升，白酒消费群体对中端白酒的需求逐渐的上升，白酒企业要想在市场上占据更大的份额，需要开拓市场思路，为企业的长远发展制定正确的营销策略，不断拓展优秀人才。只有这样，才能准确有效地适应市场的变化，并成功地在这场白热化的市场竞争中脱颖而出。本文对青海互助青稞酒股份有限公司(以下简称：青青稞酒公司)的营销现状进行了研究和分析。结合公司所面临或可能面临的问题，对问题进行科学合理的分析，并对青青稞酒公司提出相应的建议和改进措施。

本文以青海互助青稞酒股份有限公司为研究对象，通过案例研究法，对青青稞酒公司市场营销策略现状及问题进行了分析，产品策略方面，缺乏精准客观的产品定位，产品创新乏力；价格策略方面，定价模糊致使特色不突出，电商平台价格较乱；渠道策略方面，层级利润较低及终端数据化管理稍弱，产品销售渠道单一；促销策略方面，宣传促销手段不丰富，集团促销策略缺乏系统化。针对存在的问题，制定了青青稞酒公司市场营销优化的策略。产品策略优化：加快青青稞酒品牌高端化进程，重视产品包装，注重新产品开发；价格策略优化：降本增效推行高中低成本战略，高中低单品的价格制定；渠道策略优化：立足并优化市场战略布局，建立线上和线下产品的区隔，发力网络直播销售，开辟团购新路径，加快布局青海和甘肃区域外的省份市场；促销策略优化：引进实力派形象代言人，吸引高端消费群体，坚持多渠道媒体投放，加快在互联网新媒体投放宣传的力度，推进青青稞酒旅游目的地的酒旅融合，塑造公关形象。最后从组织、技术和制度等方面提出保障措施。

本研究通过对青青稞酒公司市场营销策略的研究，就青青稞酒公司市场营销优化策略提出一些建议，为企业在今后的实际运营的市场营销策略优化提供一定的指导和帮助，希望对相关企业营销策略有一定的参考意义，使中国酒企更好的走进国际市场。

management is weak, and the product sales channel is single; on the promotion strategy, the promotion means are not rich, and the group's promotion strategy Lack of systematization. Aiming at the existing problems, a strategy for optimizing the marketing of Qingqing Barley Wine Company was formulated. Product strategy optimization: Accelerate the high-end process of the highland barley wine brand, attach importance to product packaging, and focus on new product development; price strategy optimization: reduce costs and increase efficiency, implement high-medium-low-cost strategies, and formulate prices for high-medium-low single products; channel strategy optimization: based on the combination of Optimize the market strategic layout, establish the separation of online and offline products, develop online live broadcast sales, open up new channels for group purchases, and speed up the layout of provincial markets outside Qinghai and Gansu; Promotion strategy optimization: Introduce powerful image spokespersons to attract high-end Consumer groups, insist on multi-channel media release, accelerate the promotion of new media on the Internet, promote the integration of wine and tourism in the tourism destination of highland barley wine, and create a public relations image. Finally, the safeguard measures are put forward from the aspects of organization, technology and system.

Based on the research on the marketing strategy of the highland barley wine company, this research puts forward some suggestions on the marketing optimization strategy of the highland barley wine company. The marketing strategy has certain reference significance, enabling Chinese wine companies to better enter the international market.