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摘要：白酒行业在中国是一个具有悠久历史文化的特色产业，从古至今，白酒消费对人民大众的影响已经融入了人民大众的日常生活，白酒自然也就成为生活消费不可或缺的一部分。纵观白酒行业的十余年发展，行业内竞争企业发生了重大的洗牌变化，有的品牌一直可以屹立不倒，有的品牌辉煌之后走向衰败，有的品牌由衰败走向复兴，洋河酒厂就属于这一类。作为我国老八大名酒的洋河酒厂在上世纪末曾一度没落甚至淡出消费者的视线，然而新世纪初洋河酒厂却凭借创新产品——洋河蓝色经典，重新强势回归市场，并在白酒行业刮起了一阵“蓝色风暴”，衰落的洋河也因此得到了复兴，逐渐到了可以和老牌五粮液，茅台相匹敌的强者地位，那么洋河蓝色经典系列究竟是如何通过营销策略做到带领没落的品牌重新走向复兴的呢？本文正是基于此对该产品进行理论化研究，希望可以为其他白酒产业实现品牌强势复兴提供借鉴与参考。36319
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毕业论文关键词：洋河蓝色经典 江苏 营销策略 白酒
The Analysis of Marketing Strategy of Jiangsu the YangheRiver winery-- a blue classic series as an example
Abstract: Liquor making industry in China is a characteristic industry, has a long historyand culture of ancient times, effects of alcohol consumption on the masses of the people hasbeen integrated into people's daily life, the liquor has become a part of life indispensable. In theliquor industry more than ten years of development, great changes happened in the competitionin the industry reshuffle, some brands have been able to survive, some brilliant brand decline,some brand has failed to revive the Yanghe River winery, belong to this category. As the oldeight wines winery in the Yanghe River at the end of the last century was the decline or evenout of the consumer's attention, but at the beginning of the new century the Yanghe Riverwinery with innovative products - the Yanghe River blue classic, a strong return to the marketagain, and whipped up a "Blue Storm" in the liquor industry, the decline of the the YangheRiver has been revived, gradually to be old and Wuliangye, Maotai rival strong position, thenthe the Yanghe River blue classic series of exactly how to do lead the decline of the brand tothe revival of the marketing strategy? This paper is based on the theory of the product research,hope to achieve a strong brand rejuvenation and provide reference for other liquor industry.
Keywords: the Yanghe River blue classic, JangSu,marketing strategy,,liquor
目录
一、绪论.1
（一）研究背景与问题的提出..1
1.研究背景..1
2.问题的提出.2
（二）研究的意义.2
（三）研究内容及方法.3
1.研究内容..3
2.研究方法..4
二、洋河酒厂历史与发展现状5
（一）洋河酒厂发展历史概述..5
（二）洋河酒厂发展现状.7
三、洋河蓝色经典系列SWOT分析.10
（一）蓝色经典系列优势与劣势分析10
1.优势..10
2.劣势..11
（二）蓝色经典系列机遇与挑战分析12
1.机会..12
2.威胁..13
（三）SWOT分析模型15
四、洋河蓝色经典系列营销策略..17
(一)蓝色经典系列市场推广战略17
1.蓝色经典系列品牌营销创新.17
2.蓝色经典系列市场营销模式创新..18
3.蓝色经典系列档次差异化定价战略.20
4.蓝色经典系列独特的公关+广告的推广模式..21
(二）蓝色经典系列品牌提升对策.23
1.缩小地域间酒文化差异，加大产品全国覆盖面..23
2.制定相关战略从容应对本地白酒品牌的夹击23
3.坚决通过法律手段打击假冒伪劣产品23
4.新常态经济下大力推广“海之蓝”产品占领市场.24