文档介绍：营销策划书五粮液·····················································(1)背景分析············································(1)环境分析··········································(1)企业资源分析······································(2)SWOT分析············································(2)优势··············································(2)劣势··············································(2)机会··············································(3)威胁··············································(3)目标市场营销战略····································(3)市场细分··········································(3)目标市场选择······································(3)市场定位··········································(4)营销战略行动方案····································(4)“黄金酒”营销策划方案主旨·························(4)总体营销策划······································(4)定位下的营销整合··································(5)媒体组合选择目标方式······························(5)黄金酒市场营销战略目标······························(5)营销成本控制········································(6)结束语··················································(7)前言:五粮液集团有限公司前身是50年代初8家古传酿酒作坊联合组建而成的“中国专卖公司四川省宜宾酒厂”,1959年正式命名为“宜宾五粮液酒厂”,改制为“四川省宜宾五粮液集团有限公司”经营理念打造积极竞争、敬业精艺、坚韧奋斗、追求成功、注重理性、讲求实效、勤奋自富、能力一流的员工队伍,实现顾客的神奇梦想,始终致力于不断提升顾客的工作、生活质量、不断满足顾客的物质、精神需求,不断推动社会的全面进步。企业精神创新求进、永争第一。核心价值观是敬业奉公,精艺克靡,我们为消费者而生而长,先天下消费者之忧而忧,后天下消费者之乐而乐。发展方向是由生产经营中国名优酒的中国知名公司成长为生产经营世界名优酒的全球知名公司。在全球优化资源配置,在全球优化市场,在全球增加产品忽然提高服务的竞争力。跨入世界经济大循环,走新型工业化道路,适时拉长生产链,努力提高综合经济效益。确保行业综合效益第一,竞争力第一。黄金酒全名黄金牌万圣酒,为保健食字号产品。该酒由五粮液集团和上海巨人投资有限公司共同打造,五粮液集团负责黄金酒产品研发和生产,销售策略和团队执行则由位于上海的巨人投资来完成。从产品层面看,黄金酒的酿造者是掌握五粮液绝密配方的中国酿酒大师陈林。黄金酒以五粮液公司生产的浓香型白酒为酒基,这是对传统保健酒采用清香型白酒做酒基的一个改革,从而确保了黄金酒在酒的色香味上更适合大多数消费者对酒的偏好。同时精选老龟甲、天山鹿茸、美国西洋参、宁夏枸杞子、汉中杜仲、关中蜂蜜六味传统药材,来确保具有滋补保健功能。一、背景分析(一)环境分析春节将至,诸多经济上的压力并不影响人们在传统佳节期间大额消费的热情。尤其在衣食住行领域,第一波圣诞、元旦的消费狂潮已经兴起。保健酒就日渐成为各大商家争夺节日酒市场的主力军。我国保健酒行业发展迅速,近几年来以年均30%的速度增长,目前总规模已经突破了100亿元,%。虽然我国保健酒行业仍存在很多问题,但市场前景广阔。保健酒行业发展至今,涌现出一批优秀的品牌产品,其中,劲牌、椰岛鹿龟、致中和等已经荣登中国名牌榜单,应该说,保健酒行业品牌并不少,但竞争力相对较弱。(二),巨人集团上海黄金搭档生物科技有限公司委托国内咨询对其新产品黄金酒进行品牌定位战略研究,该产品是巨人集团与五粮液