摘要
依据当前国内白酒市场的实际出发,结合江小白市场营销活动的开展情况,分析其现行营销策略存在终端零售价混乱、过于依赖经销商、没有直营专卖店和促销不够充分等问题,并针对问题提出优化产品组合、设计新包装、增强对零售商控制力和改变促销方式等改进建议,为企业规划一个与其资源能力相匹配的营销策略。同时也为其他同类型企业在市场竞争中,如何谋求自身发展提供一个可借鉴的营销思路。
The existing marketing problems including chaotic end prices,overreliance on distributors,lack of direct-sale stores and insufficient promotions and ect,have been analyzed based on Jiang Xiaobai's current marketing activities and the practice of domestic liquor market.In view of these problems,suggestions are put forward,such as optimizing product mix,designing new packaging,enhancing control over retailers and changing promotion methods,so as to plan a marketing strategy that matches the resource capability of enterprises.Meanwhile,it can also provide a reference idea for other similar enterprises to seek their own developments in the market competition.
作者
李威
LI Wei(School of Economics and Management,Qiqihar University,Qiqihar Heilongjiang 161006,China)
出处
《齐齐哈尔大学学报（哲学社会科学版）》
2020年第2期72-74,共3页
Journal of Qiqihar University(Philosophy & Social Science Edition)
关键词
江小白
区域营销
零售
Jiang Xiaobai
regional marketing
retailing
作者简介
李威(1967-),男,副教授,硕士。主要从事研究企业管理及市场营销研究。
