| 白酒行业对营销环境的调适及其启示 |
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| 引用本文： | 张贵华,石青辉.白酒行业对营销环境的调适及其启示[J].财经论丛,2011(4):105-110. |
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| 作者姓名： | 张贵华 石青辉 |
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| 作者单位： | 1. 湖南农业大学经济学院,湖南长沙,410128
2. 湖南商学院工商管理学院,湖南长沙,410205 |
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| 基金项目： | 湖南省社科基金资助项目(09YBA089);湖南省社科基金资助项目(2010YBB202) |
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| 摘 要： | 白酒行业作为我国传统行业的代表,自改革开放以来,就面临着营销环境所带来的严重威胁,但白酒行业并未因恶劣的营销环境而走向衰退,经过一段时间的适应和调整后,反而使经营变得更加有序,行业竞争力得到了提升。文章以当代研究者对白酒行业研究综述为基础,通过列举营销环境对白酒行业构成的威胁,分析了白酒行业应对环境威胁的有效措施,并给至今还受相关政策保护的一些垄断行业,特别是原来就与白酒不分家的烟草业和食盐业摆脱政策依赖提供一定的借鉴。
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| 关 键 词： | 白酒 行业环境 营销调适 政策启示 |
The Adjustment of Marketing Environment and Enlightenment in Liquor Industry |
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| ZHANG Gui-hua,SHI Qing-hui.The Adjustment of Marketing Environment and Enlightenment in Liquor Industry[J].Collected Essays On Finance and Economics,2011(4):105-110. |
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| Authors: | ZHANG Gui-hua SHI Qing-hui |
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| Institution: | ZHANG Gui-hua1,SHI Qing-hui2(1.Economics Institute,Hunan Agricultural University,Changsha 410128,China,2.School of Business and Management,Hunan University of Commerce,Changsha 410205,China) |
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| Abstract: | Liquor industry has been confronted with the serious threat posed by marketing environment since the Reform and Opening-up of China.After a period of adaptation and adjustment,the challenges and threats make China's liquor business more orderly,in which competitiveness has been improved.Judged from contemporary researchers' review of liquor industry based on marketing environment,the paper analyses the liquor industry's effective measures and responses to the commercial environmental threats.Additionally,th... |
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| Keywords: | liquor industry marketing environment adjustment policy inspiration |
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