I 摘要 伴随人类文明的不断进步，科学技术日新月异，移动互联改变大众生活方式， 新的经济形态层出不穷。企业传统的营销策略越来越跟不上快速 变化的客户新需 求，为了解决Z白酒公司营销问题，本文深入研究了网红经济背景下的白酒企业 的营销策略。过往对白酒企业营销策略的研究，主要聚焦在以4P理论为基础的理 论研究上，在新形势、新背景下，尤其是当前网红经济盛行的背景下，对白酒企 业做营销策略的研究是缺乏的。本文采用文献检索法对网红经济和白酒营销相关 的国内外文献做 了阅读、归纳、整理，同时采用访谈法对研究对象Z公司的内部 员工做了现场访谈，结合173份调查问卷的数据，深入分析了Z公司的营销现状 以及在现有营销策略下存在的问题。 研究结果表明，Z公司在产品设计、研发、包 装、品牌推广、价格制定和渠道建设等方面已经出现了严重问题，导致曾经位列 国内白酒行业一线队伍的Z公司逐渐被新生势力打败 。本次研究在整合营销理论、 创意传播管理理论和4P营销理论的基础上，结合实时背景，对Z公司营销问题进 行剖析并给出了营销策略建议，丰富了相关理论在网红经济背景下的 新应用，同 时为Z公司作出营销决策提供了理论支撑，还为其他白酒企业摆脱营销困境提供 了借鉴意义。 关键词：网红经济，白酒，营销策略，Z公司 ABSTRACT II ABSTRACT Withthecontinuousprogressofhumancivilization,scienceandtechnologyare changingwitheachpassingday,mobileinternetischangingthewayoflifeofthe masses,andneweconomicformsareemergingoneafteranother.Thetraditional marketingstrategiesofenterprisesareincreasinglyunabletokeepupwiththenew needsofrapidlychangingcustomers.InordertosolvethemarketingproblemsofZ liquorcompany,thisarticlehasdeeplystudiedthemarketingstrategiesofliquor companiesunderthebackgroundoftheInternetcelebrityeconomy.Inthepast,the researchonthemarketingstrategyofliquorcompaniesmainlyfocusedontheoretical researchbasedon4Ptheory.Underthenewsituationandnewbackground,especially thecurrentInternetcelebrityeconomy,theresearchonthemarketingstrategyofliquor companiesisinsufficient.Thispaperusestheliteratureretrievalmethodtoread, summarize,andorganizethedomesticandforeignliteraturerelatedtotheInternet celebrityeconomyandliquormarketing.Atthesametime,theinterviewmethodisused toconducton-siteinterviewswiththeinternalemployeesoftheresearchobjectZ company,combinedwiththedataof173questionnaires.In-depthanalysisofZ company'smarketingstatusandtheexistingproblemsundertheexistingmarketing strategy.TheresearchresultsshowthatZcompanyhasalreadyhadseriousproblemsin productdesign,researchanddevelopment,packaging,brandpromotion,pricesetting, andchannelconstruction.Asaresult,companyZ,whichwasoncethefirst-lineteamin thedomesticliquorindustry,wasgraduallydefeatedbynewforces.Basedonthe integratedmarketingtheory,creativecommunicationtheory,and4Pmarketingtheory, thisresearchanalyzesthemarketingproblemsofCompanyZandgivesmarketing strategysuggestionsbasedonreal-timebackground,enrichingthenewapplicationsof relatedtheoriesinthecontextofInternetcelebrityeconomy.Atthesametime,it providestheoreticalsupportforcompanyZtomakemarketingdecisions,andalso providesreferenceforotherliquorcompaniestogetridofmarketingdifficulties. Keywords:Internetcelebrityeconomy,Chinesericeliquor,marketingstrategy,Z company 目录 III 目录 第一章绪 论.....................................................................................................................1 1.1选题的背 景........................................................................................................1 1.1.1白酒行业发展及现 状.............................................................................1 1.1.2网红经济的兴 起.....................................................................................4 1.1.3网红经济下传统白酒营销面临挑 战.....................................................7 1.2研究的意 义........................................................................................................9 1.2.1理论意 义.................................................................................................9 1.2.2现实意 义.................................................................................................9 1.3内容与框 架......................................................................................................10 1.3.1研究内 容...............................................................................................10 1.3.2研究框 架...............................................................................................10 1.4思路与方 法......................................................................................................12 1.4.1研究思 路...............................................................................................12 1.4.2研究方 法...............................................................................................12 1.5创新 点..............................................................................................................13 第二章理论基础及文献综 述.......................................................................................14 2.1理论基 础..........................................................................................................14 2.1.1整合营销理 论.......................................................................................14 2.1.2创意传播管理理 论...............................................................................14 2.1.34P理 论...................................................................................................15 2.2文献综 述..........................................................................................................15 2.2.1白酒行业传统营销策 略.......................................................................15 2.2.2网红经 济...............................................................................................18 2.2.3网红经济对白酒营销的影 响...............................................................23 2.3本章小 结..........................................................................................................24 第三章传统背景下Z公司营销策略现状分 析...........................................................25 3.1Z公司简介及发展概 述....................................................................................25 3.2传统背景下Z公司营销策略现状分 析..........................................................26 3.2.1Z公司“三剑合壁”+“双品牌”策略.......................................................26 3.2.2Z公司“小步慢跑”定价策略.................................................................28 目录 IV 3.2.3Z公司“直销+代理+宴会生态”渠道策 略.............................................29 3.2.4Z公司“锦衣夜行”的品牌推广策略.....................................................30 3.2.5Z公司“返 点+积分+兑换”终端促销策略.............................................31 第四章网红经济下Z公司营销环境分 析...................................................................33 4.1Z公司宏观营销环境分 析................................................................................33 4.1.1相关政策法规制定出 台.......................................................................33 4.1.2网红经济市场规模不断扩 大...............................................................34 4.1.3网红人群走向年轻化、知识 化...........................................................35 4.1.4新技术诞生推动网红经济发展...........................................................36 4.2Z公司竞争环境分析........................................................................................37 4.2.1现有竞争者的竞争能 力.......................................................................37 4.2.2潜在竞争者进入的能 力.......................................................................37 4.2.3替代品的替代能 力...............................................................................37 4.2.4供应商的讨价还价能 力.......................................................................38 4.2.5购买者的讨价还价能 力.......................................................................38 4.3Z公司SW