基于4P理论的四川省果酒市场营销策略研究  

Research on the Marketing Strategy of Sichuan Fruit and Wine Market Based on 4P Theory

作　　者：问晨璐 WEN Chenlu(School of Modern Business,Mianyang City University,Mianyang 621054,China)

机构地区：[1]绵阳城市学院现代商学院,四川绵阳621054

出　　处：《现代食品》2024年第5期85-88,共4页Modern Food

摘　　要：随着我国生产力水平不断提高,国民经济收入持续提升,消费主体慢慢年轻化,白酒市场的品牌固化,果酒逐渐进入年轻人的视线内。本文首先根据波特五力模型分析出果酒市场的优势、劣势、机会和威胁。然后采用STP战略进行细分市场,利用问卷调查获得调查数据,了解消费者对于果酒的消费偏好。最后基于4P营销组合理论制定果酒营销策略,结合实际情况提出合理建议。With the continuous improvement of my country’s productivity level,the continuous improvement of national economic income,the main body of consumption is slowly becoming younger,the brand of liquor market solidified,and fruit wine gradually entered the sight of young people.Firstly,this paper analyzes the advantages,disadvantages,opportunities and threats of the fruit wine market based on the Porter’s five forces model.Then use the STP strategy to segmented the market,and use questionnaire surveys to obtain survey data to understand consumers’consumption preference for fruit wine.Finally,based on the theory of 4P marketing portfolio,the fruit wine marketing strategy is formulated,and reasonable suggestions are made in combination with the actual situation.

关 键 词：果酒市场 波特五力模型 STP战略 4P营销策略 

分 类 号：F324[经济管理—产业经济]