黄酒是世界三大古老的酿造酒之一，也是中国最古老的传统酒种和最具有中国元素、传统文化内涵的酒种，在世界三大酿造酒（黄酒、葡萄酒和啤酒）中占有重要的地位。其别具一格的酿酒技术，成为世界酿造的典范。随着国家“积极发展黄酒产业”政策的引导和人们消费观念的改变，营养健康消费观念愈加深入人心，这使得以“营养、健康、度数低”为代名词的黄酒产品成为了消费者的选择趋势。在新的形势下，由于行业内竞争逐渐加剧，YMS公司作为山西代县的本土黄酒企业也面临着巨大的挑战，因此，如何将营销理论与黄酒发展的实际相结合，持续增强黄酒的市场竞争力和发展能力成为一项重要的研究课题。

本文在国内外营销理论及酒类营销相关文献研究的基础上，以YMS公司为研究对象，运用问卷调查法和访谈等方法，对YMS公司的营销现状进行系统分析，发现其在市场定位、产品品牌意识、产品创新能力、产品定价、产品销售渠道和促销活动等方面存在的问题。基于这些问题，本文对YMS公司进行了宏观环境、行业环境和SWOT分析，结合STP战略理论和4Ps营销理论，从调整目标市场营销策略、产品策略、价格策略、渠道策略和促销策略等方面提出了YMS公司黄酒营销策略优化建议以及塑造企业文化、建设人才队伍和完善服务保障机制等保障措施，从而探索一条适合YMS公司可持续发展的市场营销道路，推动YMS公司高质量发展。

本文结合YMS公司的实际发展，给出了具有一定操作性和系统化的市场营销策略，该研究对实现YMS公司黄酒销售业务和运营实力的提升有着重要的指导意义，对其他酒类公司具有一定的参考价值。

Yellow rice wine is one of the three oldest brewing wines in the world,as well as the oldest traditional wine with the most Chinese elements and traditional cultural connotation,and occupies an important position among the three major brewing wines in the world(yellow rice wine,wine and beer).Its unique winemaking technology has become a model of brewing in the world.With the guidance of the national policy of "actively developing the yellow rice wine industry"and the change of people's consumption concept,the concept of nutrition and health consumption has become more popular,which makes rice wine products with "nutrition,health and low degree" as the pronoun become a trend of consumer choice.Under the new situation,due to the increasing competition in the industry,YMS Company,as a local rice wine enterprise in Daixian County,Shanxi Province,also faces great challenges.Therefore,how to combine marketing theory with the reality of rice wine development and continuously enhance the market competitiveness and development ability of rice wine has become an important research topic.

Based on the research of domestic and foreign marketing theories and relevant literature on wine marketing,this paper takes YMS Company as the research object,and uses questionnaire survey and interview methods to systematically analyze the marketing status of YMS.It finds that there are problems in market positioning,product brand awareness,product innovation ability,product pricing,product sales channel and promotional activities.Based on these problems,the macro environment,industry environment and SWOT analysis are carried out for YMS company.Combined with STP strategy theory and 4Ps marketing theory,this paper puts forward YMS rice wine marketing optimization strategy from the aspects of adjusting target market marketing strategy,product strategy ,price strategy,channel strategy and promotion strategy.And some safeguard measures such as shaping enterprise culture,building talent team and improving service guarantee mechanism are also proposed,so as to explore a marketing road suitable for YMS company's sustainable development and promote high-quality development of YMS company.

Combined with the actual development of YMS company,this paper gives a certain operational and systematic marketing strategy,which has important guiding significance for the realization of yellow rice wine sales business and operation strength improvement,and has certain reference value for other wine companies.

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