【摘要】：白酒是中國特有的傳統(tǒng)飲料酒,與威士忌、白蘭地、金酒、伏特加、朗姆酒、日本清酒、龍舌蘭酒并稱世界八大蒸餾酒。白酒工業(yè)對我國居民生活和國民經(jīng)濟的發(fā)展也產(chǎn)生了積極重要的影響。黑龍江省省會哈爾濱市白酒需求總量在國內排位前列。高檔酒中,省內名酒大約占40%份額；中檔酒中,省內白酒最低也有70%的份額,優(yōu)勢明顯；低檔酒有90%的份額被省內白酒企業(yè)占用,幾乎是壟斷。在近年白酒市場競爭激烈的嚴峻形勢下,哈爾濱白酒市場有一定的封閉性,龍江地產(chǎn)白酒在哈爾濱市場具有區(qū)域割據(jù)優(yōu)勢,但其本身具有諸多問題：貼牌生產(chǎn)泛濫成災、促銷手段五花八門、終端費用略顯昂貴、生產(chǎn)廠家良莠不齊、假冒偽劣蔚然成風、經(jīng)銷商抱怨夠多、市場價格不透明且混亂、假冒產(chǎn)品大行其道、嚴重影響品牌形象,這些問題嚴重限制著龍江地產(chǎn)白酒的市場競爭力和發(fā)展勢頭。本文在研究過程中,走訪了哈爾濱市區(qū)內龍江產(chǎn)白酒的各個銷售渠道,在超市、批發(fā)市場、小型倉買、酒店、居民區(qū)等地發(fā)放有關于哈爾濱市區(qū)內龍江產(chǎn)白酒的現(xiàn)狀調查問卷,通過對問卷調查結果的統(tǒng)計分析,來研究哈爾濱市龍江地產(chǎn)白酒市場的現(xiàn)狀、問題和對策；同時針對哈爾濱市場進行科學的取樣,設計不同渠道、不同價位的樣品結構,參照國家標準法規(guī)進行化驗,比對國家標準中各香型白酒的理化標準對各樣品進行質量研究,剖析哈爾濱市場龍江地產(chǎn)白酒的質量體系的現(xiàn)實狀況。本文在調查的基礎上從哈爾濱市區(qū)龍江產(chǎn)白酒產(chǎn)品定位、白酒市場渠道、消費者情況等方面分析了哈爾濱市區(qū)內龍江產(chǎn)白酒的市場現(xiàn)狀、存在問題及注意事項,展望了哈爾濱市區(qū)龍江產(chǎn)白酒的發(fā)展前景；通過對樣品檢測結果基于樣品來源渠道和樣品價位進行質量分析,分析白酒質量與兩者之間的關系；針對龍江產(chǎn)白酒典型企業(yè)XQ白酒進行實例分析,探索有利于龍江白酒企業(yè)在哈爾濱市區(qū)白酒市場上發(fā)展推廣的營銷戰(zhàn)略和質量管理體系,為進一步研究龍江白酒及其相關產(chǎn)業(yè)提供數(shù)據(jù)支持和理論依據(jù)。
[Abstract]:Liquor is unique to China's traditional drinks, with whisky, brandy, golden wine, vodka, rum, Japanese sake, tequila, known as the world's eight largest distilled wines. Liquor industry has also had a positive and important influence on the development of Chinese people's life and national economy. Harbin, the provincial capital of Heilongjiang Province, has the highest demand for liquor in China. In high-grade liquor, provincial famous liquor accounts for about 40%; in middle-grade liquor, provincial liquor has at least 70% share, which has obvious advantages; low-grade liquor has 90% share occupied by provincial liquor enterprises, which is almost monopolized. Under the severe situation of fierce competition in liquor market in recent years, Harbin liquor market has a certain degree of closure. Longjiang real estate liquor has the advantage of regional separation in Harbin market, but it has many problems. Promotion means are diverse, terminal costs are slightly expensive, manufacturers are mixed, fake and shoddy become popular, dealers complain enough, market prices are opaque and chaotic, counterfeit products are popular, and seriously affect brand image. These problems seriously limit the market competitiveness and development momentum of Longjiang real estate liquor. In the course of the research, this paper has visited the various distribution channels of the liquor produced by Longjiang in Harbin city. In supermarkets, wholesale markets, small storehouses, hotels, residential areas and other places, questionnaires have been issued on the status quo of liquor produced in Longjiang in Harbin city. The present situation, problems and countermeasures of Longjiang real estate liquor market in Harbin are studied through the statistical analysis of the survey results. At the same time, scientific sampling for Harbin market, design of different channels, different price sample structure, reference to national standards and regulations for testing, comparing the physical and chemical standards of each flavor liquor in the national standard for the quality study of each sample, The quality system of Longjiang real estate liquor in Harbin market is analyzed. On the basis of investigation, this paper analyzes the market status, existing problems and matters needing attention of Longjiang Liquor-making products in Harbin City from the following aspects: location of liquor products, liquor market channels, consumer situation and so on. The prospect of liquor production in Longjiang city of Harbin was prospected. The relationship between the quality of liquor and the quality of liquor was analyzed by analyzing the quality of the sample based on the source channel and the price of the sample. Based on the case analysis of XQ Liquor, a typical liquor-making enterprise in Longjiang City, this paper explores the marketing strategy and quality management system which is conducive to the development and promotion of Longjiang Liquor-making Enterprise in Harbin City Liquor Market. It provides data support and theoretical basis for further study of Longjiang Liquor and its related industries.
【學位授予單位】：黑龍江大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F426.82

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