扩内需促消费背景下中国白酒品牌的营销策略优化研究——以钟馗酒为例  

Research on the Optimization of Marketing Strategies of Chinese Liquor in the Context of Expanding Domestic Demands and Promoting Consumption--Taking Zhongkui Wine as an Example

作　　者：刘香香 LIU Xiangxiang(School of Business,Anhui University of Technology Ma’anshan,Anhui 243002)

机构地区：[1]安徽工业大学商学院,安徽马鞍山243002

出　　处：《中国商论》2023年第12期84-88,共5页China Journal of Commerce

摘　　要：2023年,两会提出要把扩内需促消费作为关键任务,消费市场逐渐恢复,白酒行业迎来了新的发展机会,以传统文化为特色的钟馗酒面临着巨大的机遇与挑战。本文以钟馗酒为研究对象,首先基于PEST对钟馗酒厂所面临的宏观环境进行分析,并通过波特五力模型深刻分析了其行业竞争;其次运用SWOT分析法分析钟馗酒营销存在的问题;最后利用4Ps营销理论对钟馗酒提出了相应的营销优化策略。In 2023,the two sessions put forward the expansion of domestic demands and promotion of consumption as the key task,the consumer market gradually recovered;the liquor industry ushered in new development opportunities,and Zhongkui Wine featuring traditional culture has faced great opportunities and challenges.This paper takes Zhongkui Wine as the research object.Firstly,it analyses the macro environment faced by Zhongkui Winery based on PEST and profoundly analyses its industry competition through Porter’s five forces model;secondly,it uses SWOT analysis to analyze the problems of Zhongkui Wine marketing;finally,it uses 4Ps marketing theory to put forward corresponding marketing optimization strategies for Zhongkui Wine.

关 键 词：扩内需促销费 钟馗酒 营销策略优化 白酒品牌 消费市场 

分 类 号：F272[经济管理—企业管理]