传统白酒企业在"互联网+"背景下的营销转型探究

Research on Marketing Transformation of Chinese Traditional Liquor Enterprises Under the Background of"Internet Plus"

徐泽民¹

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作者信息

1. 河北工程大学管理工程与商学院,河北邯郸 056000
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摘要

文章聚焦传统白酒企业在"互联网+"背景下的营销转型问题.首先,分析了传统白酒企业在营销方面存在的局限,包括渠道依赖性强、营销手段单一、品牌年轻化不足等.其次,探讨了"互联网+"时代消费者行为的变化及其对白酒营销的影响,指出消费者信息获取方式多元化、消费决策更加理性等特点.最后,提出了白酒企业营销转型的策略建议,包括加强数字化营销渠道建设、实施精准营销与大数据应用等.文章旨在为传统白酒企业在数字化时代实现营销创新提供理论依据和实践指导.

Abstract

This paper focuses on the marketing transformation of Chinese traditional liquor enterprises in the context of"internet plus".The article first analyzes the limitations of Chinese traditional liquor enterprises in marketing,including strong channel dependence,single marketing means,insufficient brand rejuvenation,etc.Secondly,it discusses the changes of consumer behavior in the era of"internet plus"and its impact on liquor marketing,pointing out the characteristics of diversified ways of consumer information acquisition and more rational consumption decisions.Finally,the paper puts forward strategic suggestions for marketing transformation of Chinese traditional liquor enterprises,including strengthening the construction of digital marketing channels,implementing precision marketing and big data applications.This study aims to provide theoretical basis and practical guidance for Chinese traditional liquor enterprises to achieve marketing innovation in the digital era.

关键词

白酒企业/互联网+/营销转型

Key words

Chinese liquor enterprises/internet plus/marketing transformation

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出版年

2024

商业观察

ISSN：

段落导航