传统黄酒企业电商化转型策略研究—以古越龙山为例.docVIP

PAGE PAGE 33 传统黄酒企业电商化转型策略研究 —以古越龙山为例 摘要：一般而言，电子商务模式具有投入低，时效快，时间和空间限制小等优点，因此比起传统的营销模式来说，更能赢得各行各业的青睐。同时，随着互联网的普及，我国上网人数日益增加。目前来看，我国传统黄酒行业的总体情况不容乐观，销售额和净利润普遍处于缓慢增长的状态，某些企业甚至是出现了负增长的情况。在这种情况下，全面发展电子商务模式，向电商化转型将成为我国传统黄酒行业持续健康发展的重要动力。本文在分析国内外制造业和国内传统黄酒行业电子商务的研究现状的基础上，从电子商务的相关概念与理论介绍入手，对我国传统黄酒行业的发展现状和开展电子商务的相关影响因素进行分析，同时采取案例分析的方法，以古越龙山为例，剖析其电商化转型的战略与存在的问题。最后由古越龙山这个案例引申开来，从黄酒企业本身和政府部门两方面对我国传统黄酒行业电商化转型提出战略意见。 关键词：传统黄酒行业；电子商务模式；古越龙山；转型策略 Traditional rice wine business electricity supplier of Transformation Strategy - Gu Yue Long Shan as an example Abstract: Compared with traditional marketing, e-commerce with its low investment, quick, without time and geographical constraints and a series of advantages, has won the favor of all walks of life. Meanwhile, with the popularity of the Internet, the number of the Internet is increasing. At present Chinas traditional wine industry, whether sales, operating income or net amount are in a slow growth or even negative growth in the state, the situation is not optimistic. In this case, the comprehensive development of e-commerce model, the electricity supplier transformation will become an important driving force of Chinas traditional wine industry sustained and healthy development. This paper analyzes the research status of domestic and foreign manufacturing and traditional domestic wine industry on e-commerce, e-commerce from the relevant concepts and theories start with the introduction of the development status and carry out the relevant factors of e-commerce to our traditional wine industry was analyzed while taking the case study method to Gu Yue Long Shan example, analysis of strategies and problems of transformation of their electricity supplier. Finally extended by the Yue Shan this case apart from the wine business and government itself two aspects of our traditional wine industry transformation electricity suppliers provide strategic advice. Keywords: Traditional rice wine industry; e-business models; Gu Yue Long Shan; t