作 者: ;
机构地区: 广东女子职业技术学院
出 处: 《沈阳建筑大学学报(社会科学版)》 2011年第4期438-443,共6页
摘 要: 依据贵州茅台酒股份有限公司的官方新闻及央视记者调查,研究了贵州茅台酒厂53度"飞天茅台"酒的供销现状,运用SWOT分析法对茅台酒的内外环境、企业自身资源状况剖析评价。针对该公司的优势、劣势、机会、威胁进行因素组合,提出了改组营销渠道、刺激终端消费、重新区隔产品、完善监督机制等营销对策。 Based on the official announcement by Kwei Chow Moutai Co.Ltd.and journalists' investigation by CCTV,this paper studies the supply and marketing status quo of "Fei Tian Moutai" spirit containing 53 percent alcohol,employs SWOT approach to analyze external and internal environment of Moutai,its own resources status.Reshuffling marketing channels,stimulating terminal consumers,re-segmenting products,perfecting supervision mechanism and other marketing countermeasures have been proposed by assembling elements of enterprise's strength,weakness,opportunities and threats.
领 域: [经济管理]