通化葡萄酒股份有限公司营销模式的创新研究

发布时间：2018-02-05 20:11

本文关键词： 营销模式葡萄酒体验营销创新　出处：《长春理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着时代的变迁科技的进步,人们的生活方式、消费习惯等都发生了巨大的变化。物质生活条件的不断提高促使人们对精神体验高度重视——消费需求的变化,加之社交媒体的异军突起——新媒体时代的到来,为企业的发展带来了新的机遇和挑战。本文通过对葡萄酒市场环境进行分析,并借鉴传统与现代葡萄酒营销模式,以通化葡萄酒股份有限公司为例,提出以微媒为营销媒介纽带,以酒庄为营销体验实物,以O2O营销、体验营销、文化营销为具体营销策略的通化葡萄酒创新营销模式,希望对我国葡萄酒企业的发展有一定的借鉴意义。
[Abstract]:With the change of the times, the development of science and technology, people's way of life, consumption habits and so on have undergone tremendous changes. The constant improvement of material living conditions urges people to attach great importance to the spiritual experience-the change of consumption demand. In addition, the emergence of social media-the arrival of the new media era, for the development of enterprises brought new opportunities and challenges. This paper analyzes the wine market environment. And draw lessons from the traditional and modern wine marketing model, take Tonghua Wine Co., Ltd. as an example, put forward the micro-media as the marketing medium, winery as the marketing experience, O2O marketing, experience marketing. Cultural marketing is the specific marketing strategy of Tonghua wine innovation marketing mode, hoping to have some reference significance for the development of Chinese wine enterprises.
【学位授予单位】：长春理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.82;F274

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