泸州老窖白酒行业网络营销模式分析研究报告.docVIP

范文最新推荐 PAGE1 / NUMPAGES1 泸州老窖白酒行业网络营销模式分析 摘要：近年来，由于中国白酒行业的整体环境发生了深刻的变化，行业内广泛性竞争向垄断竞争的发展趋势致使白酒竞争十分激烈，一系列的瓶颈导致白酒行业开始利用时下流行的网络营销进行突围。基于上述情况，本论文在对网络营销的概念、网络营销的主要方式进行阐述的基础上，分析了中国白酒行业网络营销的概况，阐述了白酒行业开展网络营销的原因，和目前存在的问题。然后从传播途径的选择、网络营销的保障措施何网络营销得主要策略三方面着手探讨了白酒行业网络营销的模式。接着，以泸州老窖的网络营销为例，分析了其存在的不足。最后，针对我国白酒行业网络营销的现状和存在的问题，提出了四点策略建议：第一，观念与营销策略创新；第二，利用整合营销形成品牌效应；第三，线上线下结合，强化分销；第四，开发保障网络营销的技术。10543 关键词：网络营销；白酒行业；泸州老窖；营销模式 The network marketing mode analysis of liquor Abstract：In recent years, due to the profound changes in the overall environment of Chinese liquor industry, development trend of industry wide competition to monopoly competition in liquor is very competitive, bottleneck results in a series of liquor industry began to utilize the popular network marketing breakthrough. Based on the above situation, this paper expounds the basic concept, in a major way of network marketing, network marketing, network marketing industry of Chinese liquor, expounds the causes of network marketing development of liquor-making industry, and the existing problems. Then the safeguard measures from the route of transmission, the choice of network marketing network marketing where the three main strategies to explore the liquor industry network marketing mode. Then, in order to Luzhou Lao Jiao network marketing as an example, the analysis of its shortcomings. Finally, in view of the present situation of the network marketing of liquor industry in China and the existing problems, and puts forward four suggestions: first, the concept of innovation and marketing strategy; second, the formation of brand effect using integrated marketing; third, the line combination, intensive distribution; fourth, the development of safeguard of network marketing technology. 3、 线上与线下衔接不足11 四、白酒行业网络营销模式11 （一） 传播途径的选择11 1、 建立专业的ldquo;某白酒品牌招商rdquo;官网12 2、 与专业的酒水行业网站合作12 3、 与搜索引擎合作12 （二） 网络营销的保障措施12 1、 内部营销资源12 2、 信息系统12 （三） 网络营销主要策略13 1、 产品策略13 2、 价格策略13 3、 渠道策略14 4、 促销策略14 五、案例分析mdash;mdash;泸州老窖的网络营销15 （