近年来随着中国社会提出的厉行节约、反对铺张浪费的口号,白酒在国内市场的销量下降,面对挑战,白酒厂商想要提升销量,就必须要寻求改革创新走出一条属于自己的救市之路,由此该文针对乐山市的水井坊白酒销售现状进行调查分析,从而制定相应的营销策划方案。 In recent years, with the slogan of “practicing economy” and “opposing extravagance and waste” put forward by Chinese society, liquor sales in the domestic market have dropped. In the face of challenges, liquor manufacturers wanting to increase their sales must seek reform and innovation and go out of their own bailout Therefore, this article investigates and analyzes the status quo of Shuijingfang liquor sales in Leshan City, and formulates the corresponding marketing plan.