摘要:本方案专门研究汉元酒在徐州市场营销推广问题，通过分析企业和渠道以及消费者之间的微妙供求关系，以广告学知识为基础，找出企业存在的问题。通过对汉元酒的市场调查和分析，发现汉元酒在徐州市场的突出问题是：品牌内涵挖掘力度不够，品牌知名度不高，销售渠道单一。为此，本方案对以上三点进行调整：
第一，品牌定位方面，将汉元酒的目标人群确定为25-55 岁的有一定收入水平和教育水平的社会中高层人员。品牌形象定位为待友真诚、相处融洽，而又大胆创新、勇于拼搏的精神风貌。
第二，销售渠道方面，通过4P 策略对汉元酒进行分析调整，在保证汉元酒品质和口感的同时，适当降低汉元酒的价格。建议汉元酒公司与白酒经销商合作，由经销商向地方酒店、商场、专卖店等提供货源。同时设立网点，联合淘宝、京东、美团等大型购物网店发起团购并在网站上发布产品招商广告，通过拓宽渠道扩大市场提高汉元酒市场占有率。
第三，品牌知名度方面，通过“拼搏、创新、汉文化”的感性诉求和“入口绵柔、酒香浓郁”的理性诉求相结合，在电视、报纸和户外等媒介上投放广告。策划“汉文化旅游节暨汉元酒品鉴会”、“现场赠饮促销活动”和“微博推广活动”来提高汉元酒的知名度、认知度和美誉度。
关键词 市场分析；营销策略；传播策略
Abstract:The program is the Han Yuan liquor in Xuzhou market marketing strategy,identify business problems by analyzing the delicate relationship between supply and demand in the enterprises and channels, as well as consumers, based on knowledge of Advertising.The Han Yuan liquor market research and analysis, found that the Han Yuan liquor the outstanding problems of the wine market in Xuzhou is:the brand connotation mining is not enough, and brand awareness is not high, a single sales channel.To this end, the program to adjust the above three points.
First, the brand positioning, the target population of the Han Yuan liquor determined to be 25-55 years old have a certain income level and education level of senior staff. Honest, brand positioning is to be friends and get along well, but bold and innovative spirit of courage to fight.
Second, sales channels, 4P strategy of Han Yuan liquor analysis adjustment, at the same time to ensure wine quality and taste of Han Yuan liquor, due to lower prices of Han Yuan liquor. Recommended that the Han Yuan liquor and liquor dealers by the dealer to the local hotels, shopping malls, stores and other sources. To set up outlets at the same time, the United Taobao, Jingdong, the U.S. delegation and other large shopping shop launched buy and product investment advertisements posted on the site, and to improve the Han Yuan liquor market share to expand the market by broadening the channels.
Third, brand awareness, rational appeal by the emotional appeal of “Hard work, Innovation, The culture of Han” and “Entry soft, Full-bodied wine” combined, in various media such as television, newspapers and outdoor advertising.Plan “The culture of Han and Tourism Festival and the Han Yuan liquor tasting”, “On-site complimentary drinks promotions” and “Microblogging promotional activities” to increase awareness, recognition and reputation.
Keywords market analysis marketing strategy communication strategy
