基于SWOT的黄酒企业营销战略分析模型

Marketing Strategy Analysis Model of Huangjiu Enterprises based on SWOT

由于在利用原有模型进行黄酒企业营销战略分析时,在企业宣传费用占生产成本20%~40%的范围内,分析得出的营销战略利润提升率较低,因此提出一种基于SWOT的黄酒企业营销战略分析模型。首先对模型变量进行分析,包括优势变量、劣势变量、机遇变量以及威胁变量。根据优势变量、劣势变量、机遇变量以及威胁变量相关因素的具体内容构建模型实际变量集。利用模型实际变量集中的优势变量、劣势变量、机遇变量以及威胁变量构建SWOT战略组合矩阵。结合AHP分析法构建黄酒企业营销战略分析模型,构建的黄酒企业营销战略分析模型为层析递阶结构。为了证明设计模型的利润提升率较高,将其与原有模型进行对比实验,实验结果证明,该模型的利润提升率高于原有模型,实现了黄酒企业利润的大幅提升。

When using the original model to analyze the marketing strategy of Huangjiu enterprises,the profit promotion rate of the obtained marketing strategy is low when the propaganda cost accounts for 20%to 40%of the production cost.Therefore,a SWOTbased marketing strategy analysis model for Huangjiu enterprises is proposed.Firstly,the model variables are analyzed,including advantage variables,weakness variables,opportunity variables and threat variables.The actual variable set of the model is constructed according to the specific contents of the advantages,disadvantages,opportunities and threats.The SWOT strategic combination matrix is constructed by using the four kinds of variables in the actual variable set.Combined with AHP analysis,the hierarchical marketing strategy analysis model of Huangjiu enterprises is constructed.In order to prove that the profit promotion rate of the designed model is higher than that of the original model,comparative experiments are carried out.The results show that the profit promotion rate of the new model is higher than that of the original model,and the profit of Huangjiu enterprises is greatly improved.