贵州湄窖 湄潭山水孕育的灵秀之子

贵州湄窖酒湄潭山水孕育的灵秀之子

------------山环水秀酒旗风，未曾举杯醉朦胧。今日饮过湄潭酒，人到百年不忘情。

摘要

我国的酒文化经过了千百年的精酿与锻造在不脱离自己本身历史性质的同时也随着这千变万化的世界在进步着与之达到和谐。贵州湄窖酒曾作为中国白酒行业的领导者与先驱者，同样也在经历着历史与社会的洗礼，但是随着市场与经济的不断发展，白酒行业的竞争日剧激烈，贵州湄窖酒如果要更好的在市场上生存并进步，且要处于不败地位就必须消除陈旧思想观念，努力寻求与创新更适合企业本身与当今社会的新的营销战略。本文把湄窖酒在国内的产品开发，营销渠道，企业管理，市场运作及战略等方面列为研究对象，通过对当前市场的调研及分析及今后白酒行业的发展方向，从而总结出湄窖酒集团目前所需要改进四大营销误区，通过在湄窖酒厂各营销环节的实际考察与实践最终在符合茅台本身特色及风格的基础上，有效地提出了茅台走出困境的方法。

关键词：目标市场，市场运作，核心竞争力，聚焦管理，区域

Abstract

After being extract brown and smoothed without being broken away from its historical character, the wine cultural go ahead with the changeable world and keep a harmonious relation with it. As the national wine, meijaiojiu has become the leader and the out runner in Chinese distilled spirit industry. At the meantime, it has gone through the baptism from the society and the history. However, with the development of the market and economy, the competition in the spirit industry has become more and more fierce. In order to survive and make better progress in the market, and in order to settle in the competitive place ,the national wine Meitei should clear up the old idea and concept, and tries hard to search for the new marketing strategies and to be creative to find way which is more adapted to the industry itself. I am writing

this thesis with the aim of doing the research on the product exploitation, marketing channel, corporation management, marketing operation, and strategies about the meijaio . I am doing this in order to study the current market and analyze the future direction of the development in the spirit industry to sum up the four marketing misunderstanding that meijaio group should improve on. Through the practically review and practice in every marketing teaches, we can find the effective way based on Mao-Tai’s own character and feature to help meiajio group out of the difficulties. Key words：Target market，market operation，core competitiveness，focalized manage，regional market

一、公司背景及当前所面临的问题

贵州湄窖酒厂坐落于黔北小江南——湄潭。1953年建厂至今，已走过55年

风雨历程。随着时代发展，上世纪九十年代初，一跃成为国家大二型企业。当年，湄潭县财政收入4000多万元，湄窖酒厂就贡献3000多万，成为该县名副其实的龙头企业。

湄窖，产于贵州湄潭酒厂。湄潭县城山明水秀，土地肥沃，阳光充足，气候温和，物产丰富，地宝天华，素有‚小花溪‛之称，为贵州高原有名的鱼米之乡。清澈晶莹的湄江河从湄潭酒厂内缓缓流过，弯环如眉，波光粼粼。朝有旭日初照，紫气东来，暮有斜阳余辉，渔舟晚唱。

湄潭是有名的美酒之乡，酿酒历史悠久。据康熙《湄潭县志》所载：‚湄人善酿，好酒酬宾。‛仙人张三丰酒醉江边的故事广为流传。故湄潭为美酒之乡早已闻名于世。中国湄窖系列产品，以优质高粱、小麦为原料，采用浓香型白酒生产工艺与现代科技相结合新技术，混蒸混烧、续糟发酵，经蒸馏、贮存、勾兑精制而成。具有清澈透明，芳香浓郁，醇厚绵甜，回味悠长等特点。被中外专家评为酒中珍品。自1983年以来，先后被评为省优、部优、国优产品；1988年荣获中国首届食品博览会金奖，并在同年莱比锡秋季国际博览会上独占熬头，荣获唯一的一块白酒金牌；1992年再次荣获首届美国国际名酒博览会金奖；1993年首家荣获全国白酒行业质量体系认证和产品质量认证证书。

遗憾的是，上世纪九十年代中期，由于体制、机制等原因，错失了发展良机，贵州湄窖由畅销全国的知名品牌，一落千丈，退守成一个区域品牌。褪去了昔日的光彩。

二发展策略