川酒是我省的传统优势产业。改革开放以来,以“六朵金花”为代表的一批名酒生产企业为全省经济发展作出了重要贡献。但近年来,伴随着消费品市场的疲软和消费习惯的变化,全国酒类尤其是白酒市场产大于销,供大于求,竞争异常激烈,呈现出由卖方市场向买方市场转变的明显特征。川酒包括川名酒的发展正面临日益严峻的挑战。在买方市场已成定局的情况下,市场就是企业的生命,川酒如何才能把握主动,扭转市场局面,巩固已有市场,并进一步拓展更广阔的发展空间呢?笔者认为,关键在于针对市场变化,调整营销战略,大力开拓市场。 Sichuan wine is the province’s traditional industries. Since the reform and opening up, a batch of famous wine producing enterprises represented by “Six Golden Flowers” have made important contributions to the economic development of the province. But in recent years, along with the weakening of the consumer goods market and changes in consumption habits, the alcoholic liquor industry in China, especially the liquor industry, produces more than the sales, oversupply, and the competition is fierce. It shows the obvious characteristics of the changes from the seller’s to the buyer’s. Sichuan wine, including Sichuan famous wine development is facing increasingly serious challenges. In the case of the buyer’s market is a foregone conclusion, the market is the life of the enterprise, how can Chuanjiu take the initiative to reverse the market situation, consolidate the existing market, and further develop a broader space for development? The author believes that the key is to market changes , Adjust marketing strategy, vigorously develop the market.