外商直接投资对青岛经济增长贡献的实证分析（论文题目）PAGE\*MERGEFORMATV摘要我国白酒文化历史悠久,拥有独特的文化内涵,进入本世纪以来,我国白酒行业的发展取得了令人瞩目的成就。特别是2015年以来,消费新升级背景下,花冠酒业也取得了较快的发展。但是,近年来市场竞争程度日益激烈,花冠酒业与众多区域性中小型白酒企业一样,面对全国一线知名白酒品牌下沉挤压,品牌的营销能力下降和区域营销空间被压缩,发展速度放缓。为更好适应市场环境变化,花冠酒业进行白酒营销创新。本文依据市场营销理论,运用SWOT分析,结合白酒行业发展现状,分析花冠酒业优势劣势以及发展所面临的机遇与挑战。然后运用4Ps理论,分析得出花冠酒业在营销过程中出现的不足,有针对性的从产品、价格、渠道、促销等方面制定相应的营销策略,最后基于前面的研究论述得出的相关结论。论文基于分析中小型地方白酒企业在区域市场的发展,对存在的问题展开梳理和分析，希望通过本文的分析,为其他中小白酒企业优化区域市场营销策略、提升企业竞争力提供借鉴。关键词：花冠集团酿酒有限公司；营销策略；竞争力AbstractChineseliquorculturehasalonghistoryanduniqueculturalconnotation.Sincethebeginningofthiscentury,thedevelopmentofChineseliquorindustryhasmaderemarkableachievements.Especiallysince2015,underthebackgroundofnewconsumptionupgrading,corollawineindustryhasalsomaderapiddevelopment.However,inrecentyears,themarketcompetitionhasbecomeincreasinglyfierce.Likemanyregionalsmallandmedium-sizedliquorenterprises,corollaliquorindustryisfacingthesinkingandsqueezingofnationalfirst-linefamousliquorbrands,thedeclineofbrandmarketingabilityandregionalmarketingspacearecompressed,andthedevelopmentspeedisslowingdown.Inordertobetteradapttothechangesofmarketenvironment,Huaguanliquorindustryinnovatedliquormarketing.BasedonthetheoryofmarketingandSWOTanalysis,combinedwiththecurrentsituationofliquorindustry,thispaperanalyzestheadvantagesanddisadvantagesofcorollaliquorindustryaswellastheopportunitiesandchallengesfacedbyitsdevelopment.Thenuse4Pstheorytoanalyzethedeficienciesofcorollawineindustryinthemarketingprocess,andformulatecorrespondingmarketingstrategiesfromtheproduct,price,channel,promotionandotheraspects.Finally,basedonthepreviousresearch,therelevantconclusionsaredrawn.Basedontheanalysisofthedevelopmentofsmallandmedium-sizedlocalliquorenterprisesintheregionalmarket,thispapercombsandanalyzestheexistingproblems,hopingtoprovidereferenceforothersmallandmedium-sizedliquorenterprisestooptimizeregionalmarketingstrategiesandenhancetheircompetitivenessthroughtheanalysisofthispaper.Keywords:HuaguangroupBrewin