泸州老窖白酒行业网络营销模式分析.doc

泸州老窖白酒行业网络营销模式分析

摘要:近年来,由于中国白酒行业的整体环境发生了深刻的变化,行业内广泛性竞争向垄断竞争的发展趋势致使白酒竞争十分激烈,一系列的瓶颈导致白酒行业开始利用时下流行的网络营销进行突围。基于上述情况,本论文在对网络营销的概念、网络营销的主要方式进行阐述的基础上,分析了中国白酒行业网络营销的概况,阐述了白酒行业开展网络营销的原因,和目前存在的问题。然后从传播途径的选择、网络营销的保障措施何网络营销得主要策略三方面着手探讨了白酒行业网络营销的模式。接着,以泸州老窖的网络营销为例,分析了其存在的不足。最后,针对我国白酒行业网络营销的现状和存在的问题,提出了四点策略建议:第一,观念与营销策略创新;第二,利用整合营销形成品牌效应;第三,线上线下结合,强化分销;第四,开发保障网络营销的技术。10543
关键词:网络营销;白酒行业;泸州老窖;营销模式
work marketing mode analysis of liquor
Abstract:In recent years, due to the profound changes in the overall environment of Chinese liquor industry, development trend of industry petition to petition in liquor is petitive, bottleneck results in a series of liquor industry began to utilize the work marketing breakthrough. Based on the above situation, this paper expounds the basic concept, in a major way work marketing, network marketing, network marketing industry of Chinese liquor, expounds the causes work marketing development of liquor-making industry, and the existing problems. Then the safeguard measures from the route of transmission, the choice work work marketing where the three main strategies to explore the liquor work marketing mode. Then, in order to Luzhou Lao work marketing as an example, the analysis of its ings. Finally, in view of the present situation of work marketing of liquor industry in China and the existing problems, and puts forward four suggestions: first, the concept