随着改革开放的深入,社会主义市场经济体制的确立,必将把企业推向广阔的市场。企业及其产品将在市场竞争中经受优胜劣汰的考验。为此,宋河酒厂主动走向市场,确立了适应市场需求的经营方针,经济效益大幅度增长,实现了营销良性循环。 一、针对白酒市场特点制订正确的营销战略 目前,全国有上百家比较有名气的白酒生产厂家,他们均比宋河酒厂生产历史长,经验也比较丰富。同时,由于酿酒能获得较多的税利,许多地方又在建小酒厂,而消费量在短期内又不可能大幅度增长,从而形成了白酒市场激烈竞争的局面。面对这种情况,经过分析,我们认为,虽然目前白酒市场供大于需,但是发展适合消费者口味和消费水平的白酒仍大有潜在市场。 宋河酒厂确立了开发优质酒,以优质适价为占领市场的突破口,以优质服务取信于商业部门,确保流通主渠道畅通的营销策略,实现营销良性循 With the deepening of reform and opening up, the establishment of a socialist market economic system will surely push the company to a broad market. Enterprises and their products will stand the test of survival of the fittest in market competition. For this reason, Songhe Winery took the initiative to go to the market and established a management policy that meets the market demand. The economic benefits have increased substantially and a virtuous circle of marketing has been achieved. I. Formulating a correct marketing strategy for the characteristics of the liquor market At present, there are more than 100 famous liquor producers in the country. They all have longer production history and more experience than Songhe Winery. At the same time, due to the fact that brewing can obtain more taxes and profits, many localities are also building small distilleries, and consumption will not be able to grow significantly in the short term, thus creating a fierce competition in the liquor market. Faced with this situation, after analysis, we believe that although the current supply of liquor is greater than the demand, there is still a potential market for the development of liquor suitable for consumer tastes and consumption levels. Songhe Winery has established a breakthrough in the development of high-quality wines, occupying the market with high-quality and affordable prices, gaining trust in the commercial sector with quality services, ensuring the unimpeded marketing strategies in the main channels, and achieving a healthy marketing cycle.