MBA教育中心知识库

摘  要

   近年来，随着我国居民收入的大幅增长和消费观念的升级，葡萄酒市场展现出巨大潜力，行业发展进入了黄金期。但同时，国产葡萄酒仍面临着国内白酒与进口酒的双重竞争，市场拓展压力大，需不断强化竞争力，推动企业持续健康发展。祁连冰酒产自经济相对欠发达的西北地区，市场容量有限，而葡萄酒消费市场主要集中在经济发达的沿海地区及一线城市，这给冰酒市场扩张带来了挑战，近年来面临销售额下滑、市场份额逐渐缩减的趋势。在此背景下，祁连冰酒为在竞争激烈的市场中立足，需精准定位市场，调整和优化现有营销策略。

    本文以甘肃祁连酒业冰酒作为研究对象，针对其营销存在的问题及优化方案展开研究，综合运用问卷调查、访谈调查、PEST分析、波特五力模型分析及SWOT分析法，深度剖析其营销环境的内外因素与市场定位。基于4P营销理论框架，分析当前冰酒营销策略中存在的产品销售量下滑、价格设定不合理、渠道保障显薄弱、促销效果不显著的问题以及产品同质化高，品类创新不足；产品定位模糊，定价方式单一；渠道布局传统，购买路径有限；促销方式滞后，营销手段落后的问题成因。针对产品、价格、渠道、促销四个关键环节，提出优化策略：产品策略方面，开发创新产品，深化市场推广力度，构建全方位、多层次的产品信息体系；价格策略上，实施差别定价策略，建立科学合理的价格差异体系，以满足不同市场需求；渠道策略方面，致力于渠道优化与整合，完善渠道运营制度，确保渠道畅通高效；促销策略上，聚焦线上平台，加大促销资源投入，提升市场曝光度，创新促销方式与内容，吸引消费者。

    最后，从人力资源、财务资源、组织制度三个方面提出保障实施措施，以确保冰酒的营销优化策略有效实施。本研究能够为祁连冰酒的稳步健康发展提供针对性的策略指导，同时也为河西走廊产区其他葡萄酒企业在制定营销策略时提供有益的参考与借鉴。

关键词：冰酒  营销策略  策略优化

Abstract

        In recent years, with the substantial growth of Chinese residents' income and the upgrading of consumption concepts, the wine market has shown great potential, and the development of the industry has entered a golden period. But at the same time, domestic wine is still facing the dual competition of domestic liquor and imported wine, and the pressure of market expansion is great, and it is necessary to continuously strengthen the competitiveness and promote the sustainable and healthy development of enterprises. Qilian ice wine is produced in the relatively underdeveloped northwest region with limited market capacity, while the wine consumption market is mainly concentrated in the economically developed coastal areas and first-tier cities, which brings challenges to the expansion of the ice wine market, facing the trend of declining sales and gradually shrinking market share in recent years. In this context, Qilian ice wine needs to accurately position the market, adjust and optimize the existing marketing strategy in order to gain a foothold in the highly competitive market.

        In this paper, Gansu Qilian Wine Industry ice wine as the research object, aiming at its marketing problems and optimization plan, comprehensive use of questionnaire survey, interview survey, PEST analysis, Porter's five forces model analysis and SWOT analysis, in-depth analysis of its marketing environment and internal and external factors and market positioning. Based on the 4P marketing theoretical framework, this paper analyzes the problems existing in the current ice wine marketing strategy, such as declining product sales, unreasonable price setting, weak channel guarantee, insignificant promotion effect, high product homogeneity and insufficient category innovation. The product positioning is fuzzy, the pricing method is single; Traditional channel layout, limited purchase path; The causes of backward promotion and backward marketing methods. Aiming at the four key links of product, price, channel and promotion, the optimization strategy is put forward: in terms of product strategy, the development of innovative products, the deepening of market promotion efforts, and the construction of all-round and multi-level product information system; In terms of price strategy, implement differential pricing strategy and establish a scientific and reasonable price differential system to meet different market demands; In terms of channel strategy, we are committed to channel optimization and integration, improve channel operation system, and ensure smooth and efficient channels; In terms of promotion strategy, focus on online platforms, increase investment in promotion resources, enhance market exposure, innovate promotion methods and content, and attract consumers.

        Finally, the paper puts forward the guarantee measures from the aspects of human resources, financial resources and organizational system to ensure the effective implementation of the marketing optimization strategy of ice wine. This study can provide targeted strategic guidance for the steady and healthy development of Qilian ice wine, and also provide useful reference for other wine enterprises in Hexi Corridor producing areas to formulate marketing strategies.

Keywords：Icewine；Marketing strategy；Strategy optimization