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刊物期号: 201605

中低端白酒在四川农村市场的营销策略分析(117)

作者: 李 彦,唐飞越

地址:西南医科大学,人文与管理学院,四川酒文化研究中心,四川 泸州 邮编:646000
摘要 在宏观经济政策和白酒产业调整等因素的影响下,各大白酒企业的高端系列销售遇冷,利润下滑,面对这一局势,各大白酒企业纷纷推出中低端系列产品。而四川是人口大省和农业大省,据相关部门统计,全省户籍人口9132.66万人,其中农业户籍人口6500.25万人,占户籍人口的71.18 %。白酒企业如何抓住农村市场,是能否带动销售的关键。课题组在对四川农村中低端白酒市场进行充分调查的基础上,从营销理论4P入手,详细阐述了四川农村中低端白酒市场的营销策略。
关键词 中低端白酒; 农村; 营销; 白酒
中图分类号: TS262.3;F713.5 文献标识码: A 文章编号: 1001-9286(2016)05-0117-04

英文标题: Marketing Strategies of Medium/Low-End Baijiu Products in Sichuan Rural Market

英文作者: LI Yan and TANG Feiyue

英文地址: Sichuan Liquor Culture Research Center, School of Humanities and Management Sciences, Southwest Medical University, Luzhou, Sichuan 646000, China

英文摘要 Influenced by macroeconomic policy and industrial restructuring, most distilleries are facing the difficulties including slump sales of high-end Baijiu products and profit decline. Accordingly, distilleries put more efforts in developing medium/low-end Baijiu products. Sichuan is a typical agricultural province with large population (9132.66 million people in Sichuan, and 6500.25 million people in rural areas, 71.18 % of total population). Dominating the rural market means a big success for distilleries. We had made sufficient survey on medium/low-end Baijiu market in Sichuan rural areas. On this basis, the team started from 4P theory and elaborated the marketing strategies of medium/low-end Baijiu products in Sichuan rural market.
英文关键词 medium/low-end Baijiu products; rural market; marketing; Baijiu
      

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