JZZ酒业情感营销策略研究

发布时间：2018-01-31 09:17

本文关键词： 白酒行业情感营销营销策略 JZZ酒业　出处：《安徽财经大学》2017年硕士论文　论文类型：学位论文

【摘要】：继13年“禁酒令”的出台,中国宏观经济结构进入到促改革、调结构时期,白酒市场严重萎缩,白酒企业为去库存大打价格战,加剧行业竞争,以广告为主的线上线下传统营销手段,大大削弱了白酒企业的品牌竞争力。在“互联网+”背景下,消费者消费倾向往往由口碑形成,白酒企业应突破传统线下营销手段,利用网络传播广、受众大的优势,来拉近品牌与消费者的距离,形成专属的口碑营销,如何提升通过情感营销增强白酒企业的竞争力,以情感促进顾客满意度的提升,满足多变的顾客需求,将情感融入到产品提升顾客忠诚度成为了现实问题。具体地,首先本文结合当前白酒行业发展趋势和营销方式的转变,提出白酒情感营销策略成为白酒营销策略的热点,结合情感营销策略对比了相关白酒品牌情感营销的发展现状:品牌形象、营销方式、营销渠道,分析了白酒行业情感营销的相关营销因素。其次,以安徽省重点白酒生产企业—JZZ酒业中低端白酒为研究对象,以情感营销理论为依据,详细介绍了JZZ酒业的历史背景以及行业发展现状与前景,通过STP对JZZ酒业进行市场分析与定位,采用对比分析与实证研究相结合对情感营销和品牌运营现状进行分析研究,而顾客满意度直接影响顾客购买行为,再结合顾客满意度调查从定性分析和定量分析的角度结合相关研究方法,找出企业当前面临的问题及造成问题的原因。再次,本文结合情感营销理论,提出“互联网+情感营销”、品牌、产品、价格、客户关怀五个方面的营销策略和实施保障。最后,本次运用情感营销策略解决在当前营销多样化的背景下,传统白酒行业如何突破营销局限,利用信息化、新媒体工具,通过情感营销提升品牌形象,提高顾客忠诚度。情感营销也同样存在其弊端,如产品结构、资源方面等,在未来需引起重视。
[Abstract]:Following the introduction of the Prohibition order for 13 years, the macroeconomic structure of China has entered the period of promoting reform and adjusting the structure, the liquor market has shrunk seriously, and the liquor enterprises have fought a price war for the removal of stocks, which has intensified the competition in the industry. Online and offline traditional marketing means, mainly advertising, greatly weaken the brand competitiveness of liquor enterprises. Under the background of "Internet", consumer consumption tendency is often formed by word of mouth. Liquor enterprises should break through the traditional offline marketing means and make use of the advantages of wide network communication and large audience to narrow the distance between brands and consumers and form exclusive word-of-mouth marketing. How to enhance the competitiveness of liquor enterprises through emotional marketing to promote customer satisfaction with emotion to meet the changing needs of customers. The integration of emotion into the product to enhance customer loyalty has become a real problem. Specifically, first of all, this paper combines the current trend of liquor industry development and the transformation of marketing methods. Put forward that liquor emotional marketing strategy becomes the hot spot of liquor marketing strategy, combined with emotional marketing strategy to compare the current situation of emotional marketing related to liquor brand: brand image, marketing methods, marketing channels. The related marketing factors of emotional marketing in liquor industry were analyzed. Secondly, the middle and low end liquor of the key liquor production enterprise in Anhui Province was taken as the research object, and the emotional marketing theory was used as the basis. In this paper, the historical background, current situation and prospect of JZZ wine industry are introduced in detail. Market analysis and positioning of JZZ wine industry are carried out through STP. Using the combination of comparative analysis and empirical research to analyze the current situation of emotional marketing and brand operation, and customer satisfaction directly affects customer purchase behavior. Combined with customer satisfaction survey from the perspective of qualitative analysis and quantitative analysis combined with relevant research methods to find out the current problems faced by enterprises and the causes of the problems. Thirdly this paper combines the emotional marketing theory. Put forward "Internet emotional marketing", brand, product, price, customer care five aspects of marketing strategies and implementation of security. Finally, this use of emotional marketing strategies to solve in the context of the current diversified marketing. Traditional liquor industry how to break through marketing limitations, use information, new media tools, through emotional marketing to enhance brand image, improve customer loyalty. Emotional marketing also has its drawbacks, such as product structure. Resources, etc., need attention in the future.
【学位授予单位】：安徽财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.82

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