联系我们

论文查询结果	返回搜索

论文编号：	8037
作者编号：	2120132732
上传时间：	2015/12/10 15:41:04
中文题目：	移动互联网环境下传统白酒行业营销模式创新研究
英文题目：	An innovative investigation of the traditional liquor marketing model in the mobile internet: a case study of Lu Tai Chun
指导老师：	张永强
中文关键字：	移动互联网，社会化媒体营销，O2O，众筹，白酒营销
英文关键字：	mobile internet, social media marketing, O2O, crowdfunding, liquor Marketing
中文摘要：	今天，移动互联网已成为人民群众创新和创业的必备条件。它的发展冲击了传统的营销模式，所有传统行业营销都面临着转型的压力。通过国务院对“互联网+”的发展和促进的若干知道意见，我们可以看到，国家积极鼓励互联网与国民生活生产领域的结合，意图利用互联网将社会的各个行业进行一个大整合，开发出各个行业的潜力，进而提高原有的生产效率，优化原有的资源配置，形成创新型经济和新模式的生产力，最后形成以互联网为基体的新社会主义经济形态，以此来提高我国经济的前瞻性和全局性。 随着中国白酒行业品牌竞争日益白热化，各品牌企业的推广宣传、文化营销手段日益深入，中国白酒的“点名消费”现象日趋明显。在这种品牌效益的影响下，各种打响品牌的白酒获得了广阔的市场占有率及市场收益。政策的变化和行业过度竞争使得白酒行业面临发展困境。本文以“芦台春”白酒新品牌为例，首先对影响全国白酒市场的政策和经济市场背景进行归纳分析，找到影响白酒品牌发展的产业性因素。进一步通过对可选择的如社会化媒体营销、O2O、众筹等若干种创新营销方式进行了可行性分析，结合白酒行业营销的经典方法和案例分析，力图发现一种对于传统尤其是区域型白酒企业有借鉴意义的创新营销模式。最后结合天津本土白酒市场的现状推导出适合芦台春新品牌发展的策略和方式。 移动互联网已深入人们生活的方方面面之中，存在着巨大的商业潜力。这既是传统市场经济的挑战，更是我国市场经济向前发展的巨大契机。白酒行业的遭遇，无限的放大了互联网经济的机遇和挑战。移动互联网给传统企业带来的是全新的营销思维、工具、规则，传统企业必须要虚心学习，努力适应，以使得自身能跟随时代前进而不是被时代的浪潮所淹没。当然，跟随时代节奏从来不是一件容易的事情，因为那往往意味着革新与剧变，而剧变的结果可能是进步，也可能是消亡。所以本篇文章针对此问题，以白酒企业网络营销的转型为范例，做了理论上的探索，希望为国内相关企业的转型和改革提供理论上的帮助。
英文摘要：	Today, the mobile Internet has become a prerequisite in innovation and entrepreneurship. Its development has a strong impact on the traditional marketing model; all traditional industries are facing pressure of transformation. From the State Council’s proposals on the development and promotion of the "Internet +", we can see that the in order to improve the economic growth, the state encourages the combination of the internet and the traditional industries, intends to combine all the social sections into a great integration, stimulates the potential of various sectors, improves the existing production efficiency, optimizes existing resources, forms innovative economy and new production models, and finally creates a new socialist economic model based on the internet. In Chinese liquor industry, the phenomenon of “brand consumption” has become more evident in these years; this phenomenon comes along with the increasingly intense competition in promotion, cultural marketing of the liquor firms. Under the impact of the brand benefit, various better known brands of liquor obtain a larger market share and higher profits. Policy changes and industry excessive competition makes liquor industry to face a lot of difficulties in development. By studying a new liquor brand “Lu Tai Chun”, this dissertation first concludes and analyses the impacts of policies and background on national liquor market, it further strives to discover an innovative marketing model for a traditional regional liquor firm, finally this paper deduces a proper strategy and method that spurs the development of “Lu Tai Chun” under the current situation of Tianjin local liquor market. Mobile Internet enters into all aspects of people's lives, no doubt there is also a huge commercial potential. Mobile internet is not only a challenge to the traditional market economy, but also a great opportunity to achieve a better economic development. The experience in the liquor market enlarges the challenge and opportunity of the internet economy. Mobile internet brings in new marketing ideas, tools, and rules to the traditional enterprises, and to survive in the internet economy, traditional enterprises must adapt themselves. Of course, following the rhythm of the times is never easy, as it often means innovation and upheaval, and the results of drastic changes could be either success or failure. Therefore, in order to address this question, this article explores the theoretical background by analysing the transformation in internet marketing of the liquor firm. I hope this dissertation could be helpful to related enterprises that also face transformation and reform.
查看全文：	预览  下载(下载需要进行登录)