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1、市场扩张方格、产品定价模型等，以及数据挖掘技术中的描述性分析、因子分析、可靠性分析和聚类分析方法。整篇论文涉及到了市场营销、战略、管理等多学科知识。希望本论文写作过程中的一些思路与分析方法能对白酒企业制定市场营销策略起到一定的借鉴意义。关键词：金骆驼新品牌；营销环境；目标市场模型；营销策略组合IIIIIAbstractInrecentyears,therearealotofcomplexitiesanduncertaintiesinthedevelopmentofChina'sliquorbusiness.Facingtherealityofincreasinglyfierc
2、emarketcompetitionintheliquorindustry,iftheGoldenCamelnewbrandofBaotouCamelwinecompanywantstogainafootholdinBaotouliquormarket,makingeffectivemarketingstrategyhasbecomeanimportantprobleminreality.ThepaperanalyzesChina’sliquorindustry’sdevelopment,problemsandtrendsbyusingspecificdataofliquor
3、industryinourcountry;mainlyconcludesthatourcountryliquorindustryisinastateofmonopolisticcompetition,andthattheliquorproductsisbecomingupscaleandbranding.TheseconclusionsaretheindustrybackgroundfactorsofCamelwinecompanylaunchingGoldenCamelnewbrand.ThenbyinvestigatingliquordealerinBaotou,this
4、paperdrawsconclusionsthatBaotouliquormarketisGoldenCamelandHetaostrivingforthecompetitivelandscape,butGoldenCamel’sperformanceinhigh-endmarketarepoor,whichistheenvironmentbackgroundfactorofCamelwinecompanylaunchinganewbrandofGoldenCamel.Thisarticle,forthefirsttime,introduceslifestylemarketi
5、ngtheoryintotheliquorconsumerlifestyleresearchinaspecificareaforpractice;establishesanewbrandtargetmarketstrategymodelandimprovestheapproachofdemographicsvariablesusuallyusedinliquormarketsegmentation,makingtheresultofsegmentationmorescientificandcredible.ThispaperusestheAIOscale,whichisthe
6、mostwidelyacceptedinthefieldoflifestylemarketing,todesignthequestionnaire;andmeasuresliquorconsumerlifestylecharacteristicsinBaotouusingthedataobtainedfrom600copiesofquestionnaires.Byusinglifestyleanalysistodescribethemarketsegmentapproach,thisarticleusesdataminingtechnologytodivideBaotouli
7、quormarketintofoursubmarkets,whichareeconomy-practicingtype,success-confidencetype,being-sociabletypeandquiet-leisuretype.AccordingtocomprehensiveIVanalysisoffoursubmarketcharacteristics,Camelwinecompanyobjectivesandcapabilitiesandliquormarketcompetitive
