市场营销-互联网+下的品牌营销主流方式分析—以江小白内容营销为例论文
发布时间：2021-03-01
摘 要
依据国内白酒市场的实际，中国酒业已经呈现出‘一超两强’的格局。高端白酒地位得到了强化，与此对应的是大量低端小酒企业的不断淘汰，未来企业之间的竞争将会更加激烈。对于绝大部分中低端品牌而言，有效实施市场营销策略有利于突破重围，避开产品同质化，迎合市场的新消费需求实现转型升级。本文以近年来销售乏力的江小白作为研究对象，运用SWOT分析方法对江小白在市场营销环境中的优势，劣势，机会和威胁进行了分析。借助市场营销理论方法，从产品，价格，渠道，促销四个层面对江小白的发展策略提出优化建议。希望能为江小白的发展提供更合理的营销建议，同时为其他小酒企业在销售困境中寻求发展机会提供参考和借鉴。
关键词：市场营销策略；江小白；产品同质化；中低端品牌
Abstract According to the reality of the domestic liquor market, China’s liquor industry has shown a pattern of “one over two strong”. The status of high-end liquor has been strengthened, which corresponds to the continuous elimination of a large number of low-end small liquor enterprises, and the competition among enterprises will be more intense in the future. For the vast majority of medium and low-end brands, the effective implementation of marketing strategies is conducive to breaking through the tight encirclement, avoiding homogenization of products, and meeting the new consumer demand of the market to realize transformation and upgrading. This article takes Jiang Xiaobai, who has suffered from weak sales in recent years, as the research object, and uses SWOT analysis method to analyze Jiang Xiaobai’s advantages, disadvantages, opportunities and threats in the marketing environment. With the help of marketing theories and methods, this paper puts forward optimization suggestions on Jiang Xiaobai’s development strategy from four aspects: product, price, channel and promotion. I hope I can provide more reasonable marketing help for Jiang Xiaobai’s development, and also provide reference and reference for other small wine enterprises to seek development opportunities in sales difficulties.
Keywords: Marketing strategy; Jiang Xiaobai; Homogenization of products; Medium and low-end brands
目 录
1 引言 ....................................................................................................................................... 1 1.1 研究背景及意义 .................................................................................................................. 1 1.1.1 研究背景 ..................................................................................................................................... 1 1.1.2 研究意义 ..................................................................................................................................... 2 1.2 国内外研究现状 .................................................................................................................. 2 1.2.1 国外相关研究现状 ................................................................................................................... 2 1.2.2 国内相关研究现状 ................................................................................................................... 3 1.3 研究内容及方法 .................................................................................................................. 4 1.3.1 研究内容 ..................................................................................................................................... 4 2 市场营销策略的概念及相关理论 ...................................................................................... 4 2.1 市场营销策略的概念 ......................................................................................................... 4 2.2 市场营销策略相关理论 .....................................................................................................
