本文以洋河酒厂为例，采取文献阅读、个案研究，以及访谈等方法对洋河酒厂网
络营销模式予以深入研究，洋河属于中国名酒系列，其所开发的洋河、双沟、珍宝坊、
蓝色经典、以及梦之蓝系列，在包装、品牌层面评价，涵盖高档、中档，以及低档等
不同的层次，在当前的白酒市场中，洋河系列酒以其优质化的口感、公道的价格、知
名的品牌、悠久的历史、精美的包装等优势、在市场中占有较高的竞争地位，在最近
几年，洋河在市场开拓过程中，面临五粮液、茅台、泸州老窖等外地品牌，以及本地
品牌的竞争，为实现企业产值的发展，洋河改变原有的发展战略，从挖掘中低档系列
产品转向开发高档酒，注重品牌价值提升与营销模式的创新，在市场定位上，洋河应
该积极参与到国家市场，参与到国家大市场的竞争中，在保持原有中低档系列产品优
势的基础上，通过创新网络营销方式，提升品牌价值等方式，挖掘高档系列产品客户
资源，从而促进洋河品牌能够在国内市场中立足。本文重点分析洋河酒厂网络营销的
现状及存在问题，并剖析归纳了洋河酒厂网络营销取得的成绩以及存在的不足，进一
步对洋河酒厂的网络营销构建新的策略体系
洋河酒厂目前的营销模式采取直接性的销售渠道模式与间接性的销售渠道模式并
行方式，当前网络营销之外的营销方式主要是以广告营销、营业推广、人员促销、公
共关系维护等方式开展自己的市场营销活动，2013 年搭建电商平台——洋河一号，用吉林大学硕士学位论文
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户只需要下载洋河一号 APP 应用，就可以登陆，消费者可以在线上下单，享受 30 分
钟货到付款的快捷服务，这就使得洋河酒厂获得了极高的市场满意度
本文认为：洋河酒厂网络营销虽然在实践过程中面向市场，在提高消费者的忠诚
度、扩大市场占有率等方面成绩显著，但基于其经验积累不足、应用时间过短等方面
的原因，使得网络营销平台的运作尚未达到理想的目标，亟待完善，在以后的发展中
只有从网络营销目标、网络营销运营策略、网络营销的营销策略组合等方面着力，才
会使基于网络营销的网络营销模式的运作健康发展
关键词：
洋河酒厂，白酒行业，网络营销，营销策略Abstract
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Abstract
Research on Network Marketing Strategy of Yanghe Brewery
Under the environment of Internet technology, marketing idea and big changes have
taken place in the way, the enterprise relies on Internet technologies to establish its own
marketing platform, so that enterprises can break through time and space, in a more broad
market space to implement marketing behavior, thereby gaining a large amounts of
advertising revenue. Network marketing for businesses to bring large amounts of advertising
revenue at the same time, also the implementation of marketing activities for the enterprise
provides a new channel. Merchants can be implemented by means of network marketing
platform of direct communication between customers, thus greatly improving the loyalty of
the enterprise to consumers and consumers to enterprise&39;s trust, also in the process of
interaction promoted enterprise&39;s brand value, it is explore the market for its solid foundation,
the advantage of network marketing for many businesses to develop marketing have created
favorable conditions. As a new profit growth point of enterprise network marketing to
occupy the market gradually, become a new marketing mode, and keeps abreast of the
traditional marketing has dominated the development situation, future development
prospects are extremely good.
Based on yanghe brewery as an example, this paper adopted literature reading, case
studies, and interviews and other methods of yanghe winery to delve into the network
marketing mode, yanghe wine series belongs to China, the development of yanghe,
shuanggou, treasures fang, blue classic, and dream of the blue series, in the packaging, brand
level evaluation, covers the high-grade, middle-grade, and low-grade different level, such as
in the current white spirit market, yanghe series liquor with the taste of the varieties,
reasonable prices, the well-known brand, long history, exquisite packaging and other
advantages and high competitive position in the market, in recent years, yanghe in the
process of market development, face other brands such as wuliangye, maotai, luzhou laojiao
(a kind of daqu liquor), as well as the local brand competition, in order to realize the
development of the enterprise output, change their development strategies, yanghe
low-standard products towards development of high-grade wine from mining, pay attention
to brand value promotion and marketing model of innovation, on the market positioning,
yanghe should be actively involved in the national market, to participate in the national big吉林大学硕士学位论文
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market competition, while maintaining the original low-standard products advantages, on the
basis of innovation network marketing way, enhance the brand value, high-grade series
products customer resources, to promote yanghe brand can foothold in the domestic market.
The essay focuses on the analysis of yanghe winery network marketing present situation and
existing problems, and analysis summarizes the yanghe winery network marketing
achievements and the deficiencies, further to yanghe brewery system of network marketing
to build a new strategy.
Yanghe winery current marketing mode to take direct sales channels and indirect way
of marketing channel mode in parallel, outside of the current marketing network marketing
methods mainly advertising and marketing, business promotion, personnel promotion, public
relations maintenance way to carry out their marketing activities, such as electric business
platform - 2013 yanghe 1, users only need to download an APP, yanghe 1 can log in,
consumers can online single, enjoy 30 minutes with payment in cash on delivery service, this
makes the yanghe winery can obtain the high market satisfaction.
This paper argues that: although yanghe winery network marketing to the market in the
process of practice, to improve customer loyalty, expanding market share significant
achievements, but based on their lack of experience, the application time is too short and
other reasons, makes the operation of the network marketing platform has yet to reach the
ideal goal, needs to be perfect, only from network marketing target in the later development,
network marketing operation strategy, network marketing aspects focus on marketing
strategy combinations, just can make based on the network marketing network marketing
mode of operation and healthy development.
Keywords:
Yanghe winery, Liquor industry, Network marketing, Marketing strategy目 录
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目 录
第 1 章 绪论.......1
1.1 研究背景及问题提出...... 1
1.1.1 研究背景.........1
1.1.2 问题提出.........1
1.2 研究目的和研究意义...... 2
1.2.1 研究目的.........2
1.2.2 研究意义.........3
1.3 研究思路、内容和方法.. 3
1.3.1 研究思路.........3
1.3.2 研究内容.........3
1.3.3 研究方法......
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