XX酒业有限公司白酒促销策划方案.DOC

摘要:在我国，所有市场环境中竞争最激烈莫过于白酒市场，白酒行业在我国有着竞争企业众多、广告推广费用大、渠道难以控制等特点，加上非法小酒厂多，假酒猖獗，可见，白酒企业所面临的困难十分巨大。而随着经济发展、人民的消费水平不断上升、白酒的产品结构逐渐上移，各个商家都希望通过这个契机来提高自己的名牌价值以及销售额。近年来，中高端白酒不断涨价，广东地区的中低端白酒市场主要集中在本土品牌。针对这一现状，本文通过资料的收集，理论联系实际，旨在为广东粤强酒业有限公司经营的白酒产品设计一次促销活动。希望通过这次促销活动，提高企业知名度、打造本土白酒品牌、提高销售额。

关键词: 白酒，市场定位，环境分析，促销策略

Abstract:In our country, all the most competitive market environment is liquor market, the liquor industry in our country has many competitive enterprise、advertising costs big、difficult to control the channel，and many small distillery illegal、false wine is rampant.So we can see that liquor enterprise to the difficulties faced by very large. with the development of economy, people's consumption level rising, liquor product structure gradually move up, all merchants all hope that through this opportunity to improve their brand value and sales. In recent years, rising food in high-end liquor, the guangdong area low-end of liquor market mainly focus on local brands. In view of this situation, this article through the collection of data, the theory with practice, For the company to product design a wine sales promotion activity. Hope that through this promotion activities, improve enterprise well-knownness, to make the local liquor brand, increase sales.

Key Words：Liquor, the market localization, environmental analysis, marketing strategy

　　　在促销活动中，要让消费者直接看到产品促销让其直接获得的利益，只有看得见的利益才最有杀伤力；最后就是简单可行，易于操作，否则消费者会产生不必要的怀疑，降低促销效果，而且会增大操作成本。虽然促销都是给消费者以额外价值来提升销量与激发品牌活力，但产品在不同阶段采用的促销形式反过来会影响品牌的塑造。产品在新上市阶段，其促销形式应给予消费者直接的经济利益，譬如现金，因为消费者在消费新产品时会存在很大的风险，而直接的经济利益会有效地降低消费者消费风险；当产品具有一定的品牌力后，其促销形式应直接与品牌挂钩，应带有一定的文化性，这样的促销会给消费者带来附加值，达到进一步提升品牌与提升销量的目的。