泸州白酒企业进军新加坡市场营销策略研究

Research on Marketing Strategy of Luzhou Baijiu Enterprises Entering Singapore Market

首先从新加坡的潜在酒类消费者概况、消费特点及酒精饮料类消费情况等方面对消费者进行了分析,接着又分别从线下、线上两个角度对新加坡酒类市场竞争情况进行了分析,然后用SWOT工具对泸州白酒企业进入新加坡市场开展了解析,最后从目标群体的确定、4P策略等方面提出了泸州白酒企业如何进军新加坡市场的营销策略。

First,the potential alcoholic beverages'consumers,their consumption characteristics and the conditions of alcoholic beverages'consumption,etc.in Singapore were analyzed.And then the competition in the Singapore alcoholic beverages'market from both offline and online perspectives was analyzed.Afterwards the entry of Luzhou Baijiu enterprises into the Singapore market was analyzed with SWOT tools.Finally,the marketing strategy of how Luzhou Baijiu enterprises enter the Singapore market was put forward from the aspects of determination of target groups and 4P strategies,etc.