本文關(guān)鍵詞： 白酒行業(yè) 情感營(yíng)銷 營(yíng)銷策略 JZZ酒業(yè)　出處：《安徽財(cái)經(jīng)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：繼13年“禁酒令”的出臺(tái),中國(guó)宏觀經(jīng)濟(jì)結(jié)構(gòu)進(jìn)入到促改革、調(diào)結(jié)構(gòu)時(shí)期,白酒市場(chǎng)嚴(yán)重萎縮,白酒企業(yè)為去庫(kù)存大打價(jià)格戰(zhàn),加劇行業(yè)競(jìng)爭(zhēng),以廣告為主的線上線下傳統(tǒng)營(yíng)銷手段,大大削弱了白酒企業(yè)的品牌競(jìng)爭(zhēng)力。在“互聯(lián)網(wǎng)+”背景下,消費(fèi)者消費(fèi)傾向往往由口碑形成,白酒企業(yè)應(yīng)突破傳統(tǒng)線下營(yíng)銷手段,利用網(wǎng)絡(luò)傳播廣、受眾大的優(yōu)勢(shì),來(lái)拉近品牌與消費(fèi)者的距離,形成專屬的口碑營(yíng)銷,如何提升通過(guò)情感營(yíng)銷增強(qiáng)白酒企業(yè)的競(jìng)爭(zhēng)力,以情感促進(jìn)顧客滿意度的提升,滿足多變的顧客需求,將情感融入到產(chǎn)品提升顧客忠誠(chéng)度成為了現(xiàn)實(shí)問(wèn)題。具體地,首先本文結(jié)合當(dāng)前白酒行業(yè)發(fā)展趨勢(shì)和營(yíng)銷方式的轉(zhuǎn)變,提出白酒情感營(yíng)銷策略成為白酒營(yíng)銷策略的熱點(diǎn),結(jié)合情感營(yíng)銷策略對(duì)比了相關(guān)白酒品牌情感營(yíng)銷的發(fā)展現(xiàn)狀:品牌形象、營(yíng)銷方式、營(yíng)銷渠道,分析了白酒行業(yè)情感營(yíng)銷的相關(guān)營(yíng)銷因素。其次,以安徽省重點(diǎn)白酒生產(chǎn)企業(yè)—JZZ酒業(yè)中低端白酒為研究對(duì)象,以情感營(yíng)銷理論為依據(jù),詳細(xì)介紹了JZZ酒業(yè)的歷史背景以及行業(yè)發(fā)展現(xiàn)狀與前景,通過(guò)STP對(duì)JZZ酒業(yè)進(jìn)行市場(chǎng)分析與定位,采用對(duì)比分析與實(shí)證研究相結(jié)合對(duì)情感營(yíng)銷和品牌運(yùn)營(yíng)現(xiàn)狀進(jìn)行分析研究,而顧客滿意度直接影響顧客購(gòu)買行為,再結(jié)合顧客滿意度調(diào)查從定性分析和定量分析的角度結(jié)合相關(guān)研究方法,找出企業(yè)當(dāng)前面臨的問(wèn)題及造成問(wèn)題的原因。再次,本文結(jié)合情感營(yíng)銷理論,提出“互聯(lián)網(wǎng)+情感營(yíng)銷”、品牌、產(chǎn)品、價(jià)格、客戶關(guān)懷五個(gè)方面的營(yíng)銷策略和實(shí)施保障。最后,本次運(yùn)用情感營(yíng)銷策略解決在當(dāng)前營(yíng)銷多樣化的背景下,傳統(tǒng)白酒行業(yè)如何突破營(yíng)銷局限,利用信息化、新媒體工具,通過(guò)情感營(yíng)銷提升品牌形象,提高顧客忠誠(chéng)度。情感營(yíng)銷也同樣存在其弊端,如產(chǎn)品結(jié)構(gòu)、資源方面等,在未來(lái)需引起重視。
[Abstract]:Following the introduction of the Prohibition order for 13 years, the macroeconomic structure of China has entered the period of promoting reform and adjusting the structure, the liquor market has shrunk seriously, and the liquor enterprises have fought a price war for the removal of stocks, which has intensified the competition in the industry. Online and offline traditional marketing means, mainly advertising, greatly weaken the brand competitiveness of liquor enterprises. Under the background of "Internet", consumer consumption tendency is often formed by word of mouth. Liquor enterprises should break through the traditional offline marketing means and make use of the advantages of wide network communication and large audience to narrow the distance between brands and consumers and form exclusive word-of-mouth marketing. How to enhance the competitiveness of liquor enterprises through emotional marketing to promote customer satisfaction with emotion to meet the changing needs of customers. The integration of emotion into the product to enhance customer loyalty has become a real problem. Specifically, first of all, this paper combines the current trend of liquor industry development and the transformation of marketing methods. Put forward that liquor emotional marketing strategy becomes the hot spot of liquor marketing strategy, combined with emotional marketing strategy to compare the current situation of emotional marketing related to liquor brand: brand image, marketing methods, marketing channels. The related marketing factors of emotional marketing in liquor industry were analyzed. Secondly, the middle and low end liquor of the key liquor production enterprise in Anhui Province was taken as the research object, and the emotional marketing theory was used as the basis. In this paper, the historical background, current situation and prospect of JZZ wine industry are introduced in detail. Market analysis and positioning of JZZ wine industry are carried out through STP. Using the combination of comparative analysis and empirical research to analyze the current situation of emotional marketing and brand operation, and customer satisfaction directly affects customer purchase behavior. Combined with customer satisfaction survey from the perspective of qualitative analysis and quantitative analysis combined with relevant research methods to find out the current problems faced by enterprises and the causes of the problems. Thirdly this paper combines the emotional marketing theory. Put forward "Internet emotional marketing", brand, product, price, customer care five aspects of marketing strategies and implementation of security. Finally, this use of emotional marketing strategies to solve in the context of the current diversified marketing. Traditional liquor industry how to break through marketing limitations, use information, new media tools, through emotional marketing to enhance brand image, improve customer loyalty. Emotional marketing also has its drawbacks, such as product structure. Resources, etc., need attention in the future.
【學(xué)位授予單位】：安徽財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F426.82

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 小雨;;中國(guó)酒都白酒營(yíng)銷高峰論壇在仁懷舉行[J];釀酒科技;2016年09期

2 孫迪;;國(guó)內(nèi)保健酒行業(yè)營(yíng)銷的啟示[J];商;2016年15期

3 代秀輝;;互聯(lián)網(wǎng)+傳統(tǒng)酒業(yè):開啟新營(yíng)銷時(shí)代[J];上海信息化;2016年03期

4 豐曉芳;;包頭轉(zhuǎn)龍酒業(yè)營(yíng)銷環(huán)境及市場(chǎng)定位分析[J];經(jīng)營(yíng)管理者;2015年32期

5 王鑠;歸偉鑫;;基于物聯(lián)網(wǎng)的智能酒柜營(yíng)銷推廣策略研究[J];中國(guó)市場(chǎng);2015年36期

6 黃新越;郭佳;;汾酒的品牌營(yíng)銷研究[J];中國(guó)集體經(jīng)濟(jì);2015年15期

7 王海玉;;酒文化營(yíng)銷在企業(yè)經(jīng)營(yíng)管理中的實(shí)施[J];管理觀察;2014年22期

8 孟寶;王兵;郭五林;張海英;;宜賓酒文化主題旅游的“內(nèi)生式”營(yíng)銷初探[J];釀酒科技;2014年09期

9 江軍民;鄧偉健;;白云邊酒業(yè)決勝荊州市場(chǎng)的營(yíng)銷策略分析[J];全國(guó)商情(理論研究);2013年24期

10 朱小群;;茅臺(tái)“觸網(wǎng)” 白酒營(yíng)銷破局——不在于能夠賣多少酒 而在于戰(zhàn)略眼光[J];中國(guó)經(jīng)貿(mào);2013年11期

，

本文編號(hào)：1478749