本文關(guān)鍵詞： 營銷模式 葡萄酒 體驗營銷 創(chuàng)新　出處：《長春理工大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著時代的變遷科技的進(jìn)步,人們的生活方式、消費習(xí)慣等都發(fā)生了巨大的變化。物質(zhì)生活條件的不斷提高促使人們對精神體驗高度重視——消費需求的變化,加之社交媒體的異軍突起——新媒體時代的到來,為企業(yè)的發(fā)展帶來了新的機(jī)遇和挑戰(zhàn)。本文通過對葡萄酒市場環(huán)境進(jìn)行分析,并借鑒傳統(tǒng)與現(xiàn)代葡萄酒營銷模式,以通化葡萄酒股份有限公司為例,提出以微媒為營銷媒介紐帶,以酒莊為營銷體驗實物,以O(shè)2O營銷、體驗營銷、文化營銷為具體營銷策略的通化葡萄酒創(chuàng)新營銷模式,希望對我國葡萄酒企業(yè)的發(fā)展有一定的借鑒意義。
[Abstract]:With the change of the times, the development of science and technology, people's way of life, consumption habits and so on have undergone tremendous changes. The constant improvement of material living conditions urges people to attach great importance to the spiritual experience-the change of consumption demand. In addition, the emergence of social media-the arrival of the new media era, for the development of enterprises brought new opportunities and challenges. This paper analyzes the wine market environment. And draw lessons from the traditional and modern wine marketing model, take Tonghua Wine Co., Ltd. as an example, put forward the micro-media as the marketing medium, winery as the marketing experience, O2O marketing, experience marketing. Cultural marketing is the specific marketing strategy of Tonghua wine innovation marketing mode, hoping to have some reference significance for the development of Chinese wine enterprises.
【學(xué)位授予單位】：長春理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F426.82;F274

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