互联网思维下吉贝春酒业营销策略研究

发布时间：2018-04-01 20:20

本文选题：互联网思维　切入点：古贝春　出处：《华中师范大学》2017年硕士论文

【摘要】：近年来,在经济速度发展放缓、限三公消费、新交规实施、食品安全法的出台等一系列因素的影响下,白酒行业正面临着重新洗牌的命运。随着“供给侧”产业结构调整政策的不断推进,限制“产能过剩”,白酒行业的市场竞争更加激烈。然而目前很多白酒生产厂商产品定位不明确,营销策略不完善,不但成本高,而且很难满足消费者日益多样化、个性化的需求。互联网思维作为互联网时代的新兴理念,如何将互联网思维与白酒营销结合起来更是成为人们关注的焦点。本文将古贝春酒业作为研究对象,首先采用现场实地调研、深度访谈及问卷调查等多种形式对公司目前的产品现状、人力现状、渠道现状、成本与收入现状进行了调研,清楚掌握了公司目前营销中存在的问题。接着利用PEST分析法、SWOT分析法、波特模型分析了企业在互联网时代所处的宏观环境、微观环境和竞争环境,找出企业自身的优势与劣势,面临的机会与威胁,并清楚企业的竞争地位。在此基础上,对公司目标市场重新选择和产品重新定位,瞄准目标客户群,提供多样化的产品与服务。然后,将互联网思维、4P'S营销理论、4C'S营销理论深度结合,在互联网思维的引导下,对以产品为中心的产品、价格、渠道、促销理论进行深化,转变为以用户为中心的需求、成本、便利、沟通理论,充分体现“消费者即是生产者”的用户理念,对企业营销策略全面优化升级。最后,为了保障营销策略的顺利实施,为古贝春酒业从客户管理、渠道及物流管理、人员管理以及网络平台管理等方面提出具体的保障措施。本研究具有重要意义,一方面,通过将互联网思维与营销理论深度结合,并应用于白酒制造行业,进一步促进新形势下营销策略的发展与创新;另一方面,通过对古贝春酒业的研究,发现我国酒业目前所存在的营销问题和发展机遇,提出合理化建议,帮助企业在市场竞争中取得竞争优势,扩大市场份额,适应全球化竞争环境奠定了坚实的基础。
[Abstract]:In recent years, under the influence of a series of factors, such as the slowing down of economic development, the restriction of three public consumption, the implementation of new traffic regulations, and the promulgation of the Food Safety Law, The liquor industry is facing the fate of reshuffling. With the development of the "supply-side" industrial structure adjustment policy, Restricting "overcapacity", the market competition in liquor industry is more intense. However, at present, many liquor manufacturers have unclear product orientation, imperfect marketing strategy, high cost, and difficult to meet the increasing diversification of consumers. Personalized demand. Internet thinking as a new concept in the Internet age, how to combine Internet thinking with liquor marketing has become the focus of attention. First of all, field research, in-depth interviews and questionnaires are used to investigate the current product situation, manpower status, channel status, cost and income status of the company. Then, using the PEST analysis method and the Porter model to analyze the macro environment, micro environment and competition environment of the enterprises in the Internet age, find out the advantages and disadvantages of the enterprises themselves, and grasp the problems existing in the marketing of the company at present, and then use the PEST analysis method to analyze the macro environment, the micro environment and the competitive environment of the enterprises in the Internet age. On the basis of this, re-select and reposition the company's target market, target the target customer base, provide a wide range of products and services. Combining the marketing theory of 4PnS with Internet thinking, under the guidance of Internet thinking, we deepen the theory of product-centered products, prices, channels and promotions, and turn it into a user-centered demand, cost and convenience. In order to ensure the smooth implementation of the marketing strategy, Gubeichun wine industry is managed from customer management, channel and logistics, in order to ensure the smooth implementation of the marketing strategy, the communication theory fully embodies the user concept of "consumer is the producer", and the enterprise marketing strategy is optimized and upgraded in an all-round way. This research is of great significance. On the one hand, through the deep combination of Internet thinking and marketing theory, it is applied to liquor manufacturing industry. On the other hand, through the study of Gubeichun wine industry, the paper finds out the marketing problems and development opportunities existing in our country's wine industry, and puts forward some reasonable suggestions. It has laid a solid foundation for enterprises to gain competitive advantage in market competition, expand market share and adapt to the global competition environment.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.82

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