泸州老窖在河南市场的战略规划浅析+SWOT分析
毕业论文关键词：泸州老窖；产品；战略规划
Analysis of strategic planning Lu Zhou Lao jiao market in He Nan
Abstract：Liquor, since ancient times in the inheritance and development of Chinese nation will occupy an important position, the next thousand years of civilization with a thick "wine". In this context, one can imagine the prosperous of the liquor industry, the rapid development and the market competition is inevitable. The government's macro-control results, there are market spontaneous guide. There is a good market environment, in order to make the liquor industry to obtain the considerable development. It needs the government's macro regulation and policy support, coupled with the market self adjustment in order to achieve the establishment of a standardized, high-end, healthy and rational. Henan is located in the Central Plains, a large population, rich products, on the basis of the formation of the country's largest liquor market. Henan liquor market is flooded with many brands, competition is fierce, at the same time, the healthy development of the market is facing many problems: rising food prices, costs, quality, price, channel construction and hierarchy. How to solve these problems, is a major issue of liquor making enterprises.
Key Words: Lu Zhou Lao Jiao ; Products; Strategic planning
目 录
摘 要 1
Abstract 1
一、白酒企业发展现状 2
（一） 国内发展现状 2
（二） 河南白酒发展现状和特征 2
二、泸州老窖企业战略概述 3
（一）大力打造“国窖1573”品牌，并限制产量 3
（二)逐步恢复老窖特曲的高端形象 4
三、泸州老窖企业河南市场环境分析 4
（一）政治环境分析 4
（二）经济环境分析 5
（三）社会文化环境 5
（四）产业环境分析 5
（五）SWOT分析 6
四、泸州老窖企业河南市场战略分析 8
（一）集中战略 8
（二）差别化战略 8
（三）渠道策略 8
（四）品牌战略 9
（五）开发细分市场、多元化战略 9
参考文献 12
致谢 13
泸州老窖在河南市场的战略规划浅析 前言
河南的白酒市场“龙蛇混杂”，品牌众多，竞争激烈。如何做好市场调研、抓住消费者需求、创新营销策略、完善销售渠道，是白酒企业能够在激烈的竞争中生存立足的关键。本文就泸州老窖集团在河南市场环境下，所采取的战略规划进行简要的分析。