江小白酒类营销有限公司营销战略分析.doc

江小白酒类营销有限公司营销战略分析 江小白酒类营销有限公司营销战略分析 毕业设计（论文）题目 学年论文 论文题目 重庆江小白酒类营销有限公司营销战略分析 thesis Topic The analysis of marketing strategy of Chongqing Jiang Xiaobai samshu marketing co., LTD 学生姓名 王志颖 学 号 2011003423 所 在 院 系 经济管理学院管理系 专 业 班 级 市场营销1102班 导师姓名职称 郭丽芳 完成日期 2014年8月25日 2014年8月25日 江小白酒类营销有限公司营销战略分析 摘 要 2013年，中国的白酒行业前行艰苦，众多酒企如坐针毡，市场极度混乱，在行业前线如此吃紧的情况下，重庆江小白却在这乱战中迅速崛起，凭着一些时尚的宣传语迅速打开市场。?江小白正着手解决白酒行业的现在与未来：如何让年轻人喜欢上白酒。这恰恰是那些挖历史的品牌没能解决的问题。 本文主要是探索和研究一下“江小白”迅速发展的过程中的网络营销和品牌营销战略，以及这些战略中所存在的问题。江小白进行的“Ｏ２Ｏ营销”可以有效地降低企业运行成本；建立信息优势、时空优势。但我们也应该看到其不足之处：发展时间较短还有许多漏洞、与传统渠道存在部分冲突需要企业领导者发挥智慧调和两者之间的关系、对大型酒类企业不适用等。希望对于江小白的发展以及对于我国其他白酒企业的发展和改进也有现实的借鉴和指导意义。 关键词：江小白，青春，微博 The Analysis Of Marketing Strategy Of Chongqing Jiang Xiaobai Samshu Marketing Co., LTD ABSTRACT In 2013, the Chinese liquor industry forward hard, many wine companies was on pins and needles, market confusion, under the condition of the industry is so tight at the front, chongqing Jiang Xiaobai are rapid rise in the wars, with some fashionable slogan quickly open the market. Jiang Xiaobai are addressed liquor industry#039;s present and future: how to make young people to like white wine. This is what those who dig history brand failed to solve the problem. This paper is to explore and study the ;Jiang Xiaobai; in the process of the rapid development of the marketing strategy, and the problems of the strategy. ;Jiang Xiaobai O2O marketing; can effectively reduce the enterprise operation cost; Set up information advantages, the advantages of time and space. But we should also see its shortcomings: development time is short and there are many loopholes, some conflict with traditional channels need to be leaders play a wisdom to reconcile the relationship between the two, for large wine company is not applicable, etc. Want to in the development of the small white and for the development and improvement of other liquor enterprises in our country also has a reference and gu