宋河酒业的市场STP和4Ps营销策略分析
毕业论文关键词：宋河酒；品牌；营销策略
The Marketing Strategy analysis of Songhe wine
Abstract: Henan is a big province of liquor production and consumption in the country, the province of regional brands, if talent showing itself to the fierce competition in the market in Henan. The main problems of Henan liquor industry is now faced with: Liquor production cost is going up, the cost has become the restricting factors of the development of the liquor business. The differences between the various enterprises for management level and had relatively large; some small-scale enterprises, the lack of core competitiveness of the industry, so a lot of the low-end liquor products; high tax burden hindering the normal development of Henan liquor enterprise; liquor in the market environment remains to be improved. These problems have hindered the development of liquor River song. So it is necessary to Songhe liquor in Henan liquor market competition, gradually innovative wine marketing strategy, channel optimization strategy continuously, at the same time to make the Song River wine brand planning, brand development for product. This article from the status of Henan liquor market, from STP and 4Ps marketing strategy point of view, a complete analysis of the successful use of the Song River wine liquor market in the marketing strategy of Henan and some deficiencies, and fierce competition in Henan liquor market environment, brand force gradually reflected the importance of Liquor Enterprises
Key words: songhe of wine; brand; marketing strategy
目 录
摘 要 1
Abstract 1
一、河南白酒市场现状 2
（一）河南市场现状 2
（二）河南白酒消费特征 2
二、宋河酒业市场环境分析 3
（一）宋河酒业概述 3
（二）环境分析 3
三、宋河酒业营销策略分析 4
（一）STP营销策略分析 4
（二）4Ps策略分析 5
（三）宋河酒业品牌策略分析 7
四、 结论与建议 10
（一）结论 11
（二）建议 11
参考文献 13
致谢 14.
宋河酒业的市场营销策略分析
前言
河南是白酒的生产、销售的大省，省内的白酒类品牌很多，比较突出的地方是区域性的品牌特点，全国性的品牌稀少。河南的白酒市场是内部竞争型市场，来自于各区域的白酒品牌对河南白酒市场的争夺是非常激烈的。
一、河南白酒市场现状
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