泸州老窖白酒行业网络营销模式分析
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.
Keywords: Network marketing; liquor industry; Luzhou Lao Jiao; marketing model
目 录
引言 3
一、网络营销的概念 4
（一） 网络营销的定义 4
（二） 网络营销的理论基础 5
（三） 网络营销的优势和劣势 5
1、 优势 5
2、 劣势 6
（四） 网络营销与传统营销的区别 6
二、网络营销的主要方式 7
（一） B2B模式营销 7
（二） B2C模式营销 7
（三） 搜索引擎广告营销 7
（四） Email营销 7
（五） 博客营销 8
（吹冰） 微博营销 8
（七） 网络视频营销 8
（八） 微信营销 8
（九） QQ营销 8
三、白酒行业网络营销现状 9
（一） 白酒行业网络营销的概况 9
（二） 白酒行业开展网络营销原因 10
1、 客户群体的变化 10
2、 传统渠道的饱和 10
3、 更多竞争对手兴起 10
（三） 白酒行业网络营销的问题 10
1、 营销思文陈旧，营销成本高 10
2、 形成品牌效应的企业不多 11
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