中小白酒企业突围之路——皇沟酒业有限责任公司营销战略的研究.pdf

摘要随着近几年白酒市场竞争加剧,资源整合速度加快,一线白酒品牌和强势地域品牌快速崛起,价位纷纷向奢侈品价格靠拢,河南皇沟酒业有限责任公司作为“黄淮名酒带”上中小白酒企业的代表之一,企业外部经济环境、行业环境、内部管理都发生了深刻变化。面对日趋激烈的市场竞争和快速扩大的企业规模,如何抓住发展机遇,迎接经营挑战、推进企业发展,已成为公司管理高层所要急需解决的重大课题。本文旨在以皇沟酒业的重大历史沿革以及当前发展的内外部环境为依据, 以营销战略管理相关理论为指导,结合目前白酒市场资源整合加快和中小白酒企业发展面临严重考验的环境变化,分析公司的发展环境,剖析公司的竞争能力,参照专业研究机构对宏观经济形势的预测、相关行业的前景分析和区域能源规划,把理论与实践相结合,运用行业竞争结构模型和SWOT分析模型,对公司目前的营销战略进行了系统的分析研究,提出公司新时期的战略发展规划和措施。本文研究总体认为,随着我国白酒行业的快速发展,公司产品单一无亮点、附加值较低、仍属于区域强势品牌等已成为制约公司可持续发展的主要因素,因此公司应以“立足浓香,发展复合香,走差异化发展道路”为思路,力争在竞争日趋激烈的白酒行业杀出一片“蓝海”,找到一条中小酒企的突围之路。文章最后围绕皇沟酒业的具体战略目标,从调整组织结构、加强人力资源管理、加快实施市场战略、提高财务预算能力等方面提出了具体的实施建议,对皇沟酒业的发展具有实际指导意义。关键词:白酒企业: 营销战略; 皇沟酒业 Abstract With the fierce liquor petition and acceleratedintegration of resources inrecent years,following thefirst-classliquor brands and therapid riseof regional brands,prices have tomove closer toluxury Huanggou ditch Wine Co.,”Huang-Huai wine belt”as therepresentative ofsmallliquor business,corporate externaleconomic environment,industryenvironment and the petition,how toseizetheopporttmities,meet thechallenges andpromote enterprisedevelopment arethe vitalproblems. With theguidance ofthehistorical background and current environment of Huanggou wine,the articlebase on marketing strategy management theory, combined witIlchanging environment ofthe current wirlemarket,which accelerating integration make smalland medium enterprises faceseriouschallenges,analyzed pany’Sdevelopment environment,and petitiveness pany, referred tospecialized research institutions on the macroeconomic situation ofthe forecast,theprospects foranalysis ofrelatedindustriesandregional energy planning, usedtheindustry structure model petition andSWOT analysismodel,make a systematic analysis pany’S current marketing strategy,pointed out pany’S new era ofstrategicdevelopment plans studypointed outthatintherapid development ofChina。Sliquorindustry,pany had no highlight product,low added—value,belonging tostrongregional br