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  本文關鍵詞： 白酒行業(yè) 情感營銷 營銷策略 JZZ酒業(yè)　出處：《安徽財經大學》2017年碩士論文　論文類型：學位論文

【摘要】：繼13年“禁酒令”的出臺,中國宏觀經濟結構進入到促改革、調結構時期,白酒市場嚴重萎縮,白酒企業(yè)為去庫存大打價格戰(zhàn),加劇行業(yè)競爭,以廣告為主的線上線下傳統(tǒng)營銷手段,大大削弱了白酒企業(yè)的品牌競爭力。在“互聯(lián)網+”背景下,消費者消費傾向往往由口碑形成,白酒企業(yè)應突破傳統(tǒng)線下營銷手段,利用網絡傳播廣、受眾大的優(yōu)勢,來拉近品牌與消費者的距離,形成專屬的口碑營銷,如何提升通過情感營銷增強白酒企業(yè)的競爭力,以情感促進顧客滿意度的提升,滿足多變的顧客需求,將情感融入到產品提升顧客忠誠度成為了現(xiàn)實問題。具體地,首先本文結合當前白酒行業(yè)發(fā)展趨勢和營銷方式的轉變,提出白酒情感營銷策略成為白酒營銷策略的熱點,結合情感營銷策略對比了相關白酒品牌情感營銷的發(fā)展現(xiàn)狀:品牌形象、營銷方式、營銷渠道,分析了白酒行業(yè)情感營銷的相關營銷因素。其次,以安徽省重點白酒生產企業(yè)—JZZ酒業(yè)中低端白酒為研究對象,以情感營銷理論為依據(jù),詳細介紹了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STP對JZZ酒業(yè)進行市場分析與定位,采用對比分析與實證研究相結合對情感營銷和品牌運營現(xiàn)狀進行分析研究,而顧客滿意度直接影響顧客購買行為,再結合顧客滿意度調查從定性分析和定量分析的角度結合相關研究方法,找出企業(yè)當前面臨的問題及造成問題的原因。再次,本文結合情感營銷理論,提出“互聯(lián)網+情感營銷”、品牌、產品、價格、客戶關懷五個方面的營銷策略和實施保障。最后,本次運用情感營銷策略解決在當前營銷多樣化的背景下,傳統(tǒng)白酒行業(yè)如何突破營銷局限,利用信息化、新媒體工具,通過情感營銷提升品牌形象,提高顧客忠誠度。情感營銷也同樣存在其弊端,如產品結構、資源方面等,在未來需引起重視。
[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.
【學位授予單位】：安徽財經大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F426.82

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本文編號：1478749