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我国市场经济持续转型升级，白酒行业从“重产量”发展转向“重质量”发 展，进入更深层次的结构调整阶段。近年来，一线的高端白酒龙头企业业绩持续 向上，中小白酒品牌则发展艰难，白酒行业的“强者恒强，弱者恒弱”局面越发 明显，区域型白酒品牌市场缩小，严重挤压区域型白酒企业生存和发展。同时因 消费者观念升级，人们更加注重健康，催生了大健康热，这使得因其纯粮酿造、 健康养生、对人体刺激小，天然具有了健康属性的酱香型白酒开始进入了大繁荣 时代。随着大众酱香持续走高，头部品牌参与大众酱酒市场，以及更多的主流酒 厂参与推广大众酱酒，区域型酱香型白酒企业面临激烈竞争。贵州天邦酿酒有限 公司位于中国酱香型白酒的原产地、主产区贵州省仁怀市，是区域型酱香型白酒 企业的代表。不仅要面对全国一线知名白酒品牌的冲击，还要防御头部品牌参与 大众酱酒市场及大量的酱酒企业的竞争，贵州天邦酿酒有限公司品牌的市场营销 力无法适应新的行业竞争格局，企业面临严峻的市场困境，因此，如何提高贵州 天邦酿酒有限公司酱香型白酒销售量，有针对性的提出优化营销的建议，使企业 在四面楚歌的市场竞争中求发展，制订科学的营销策略是关键。 本文在以往白酒营销研究的基础上通过问卷调查的方式对贵州天邦酿酒有 限公司的市场营销发展现状展开研究，阐述贵州天邦酿酒有限公司市场营销策略 现状，运用 STP 理论、4P 营销理论指出其营销策略存在的问题，再针对上述提 出的问题，结合实际发展状况，相应地提出科学的优化方案以及保障营销策略实 施的保障措施。 本文希望通过对贵州天邦酿酒有限公司营销策略的研究，为贵州天邦酿酒有 限公司后续发展提供参考意见，帮助其提高营销效率，提升市场占有率，同时也 为其他区域型酱酒企业发展提供借鉴的意义。

China's market economy continues its sustained transformation and upgrade, with the Chinese Spirits industry shifting its focus from "quantity" to "quality," entering a more profound stage of structural adjustment. In recent years, the performance of top-tier high-end Chinese Spirits enterprises has consistently improved, while small and medium-sized Chinese Spirits brands face challenging development. The trend of "the strong get stronger, the weak get weaker" in the Chinese Spirits industry has become increasingly evident, leading to a contraction in the market for regional Chinese Spirits brands and placing severe pressure on the survival and development of these enterprises. Simultaneously, as consumer attitudes evolve, there is a heightened emphasis on health, giving rise to a trend in overall wellness. This has propelled the era of prosperity for Sauce- flavor Chinese Spirits, characterized by its pure grain brewing, health benefits, minimal stimulation to the human body, and natural health attributes. With the continuous rise in the popularity of Sauce-flavor Chinese Spirits among the masses, leading brands are entering the mass market, and mainstream distilleries are actively promoting Sauce-flavor Chinese Spirits. This has resulted in intense competition for regional Sauce-flavor Chinese Spirits enterprises. Guizhou Tianbang Brewing Co., Ltd., situated in the birthplace and main production area of Sauce-flavor Chinese Spirits in Renhuai, Guizhou Province, represents a regional

Sauce-flavor Chinese Spirits enterprise. The company not only faces the impact of nationally renowned Chinese Spirits brands but also contends with top brands entering the mass market and the competition from numerous Sauce-flavor Chinese Spirits enterprises. The marketing strength of Guizhou Tianbang Brewing Co., Ltd.'s brand is hard to adapt to the new industry competitive landscape, and the company is confronted with a severe market crisis. Therefore, addressing how to increase the sales volume of Guizhou Tianbang Brewing Co., Ltd.'s Sauce-flavor Chinese Spirits and proposing targeted suggestions for optimizing marketing is crucial for the company's development amid the challenging market competition. Formulating a scientific marketing strategy is the key to navigating these difficult circumstances.

Based on previous research in Chinese Spirits marketing, this paper conducts a study on the current state of marketing development at Guizhou Tianbang Brewing Co., Ltd. through a questionnaire survey. It elaborates on the current market marketing strategy of Guizhou Tianbang Brewing Co., Ltd., employing the STP theory and the 4P marketing theory to identify issues within its marketing strategy. Pointing at the above issues and considering the actual development situation, the paper subsequently proposes scientifically optimized solutions and measures to ensure the implementation of the marketing strategy.

This paper aims to provide reference insights for the subsequent development of Guizhou Tianbang Brewing Co., Ltd. through the study of its marketing strategy. It seeks to assist the company in improving marketing efficiency, increasing market share, and, concurrently, offering valuable lessons for the development of other regional Sauce-flavor Chinese Spirits enterprises.