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刊物期号: 201808

大数据时代的白酒品牌营销战略分析(141)

作者: 何 欣1,2,3,张红梅1,2,3

地址:1.贵州财经大学金融学院,贵州 贵阳 550025; 2.贵州科技创新创业投资研究院,贵州 贵阳 550025; 3.贵州城镇经济与发展研究院 贵州 贵阳 550025
摘要 白酒行业作为我国酒业的主要代表,也是我国特有的酒种,被誉为中国的“国酒”。自21世纪以来,白酒行业一直处于高速发展期,在这个阶段,我国经济发展迅猛,人民生活水平得到了较快提升。同时在高端消费观念的拉动下,白酒行业的产量、销量一路不断攀升。但是在此快速发展阶段,企业发展不平衡、不协调的矛盾突出,环境污染、营销无序加剧,奢华包装问题凸显,以及酒文化领域里的消极等现象严重危害了白酒行业的发展,还有互联网技术的发展及普及对于传统行业造成的冲击,使得白酒行业在2012年之后步入调整期。通过分析白酒行业的发展现状,阐述在大数据时代白酒行业所面临的机遇与挑战,对白酒企业今后发展提供相关建议。
关键词 大数据时代; 白酒行业; 品牌; 营销
中图分类号: TS262.3;F713.5;F713.3 文献标识码: A 文章编号: 1001-9286(2018)08-0141-04

英文标题: Brand Marketing Strategy of Baijiu in the Era of Big Data

英文作者: HE Xin1,2,3 and ZHANG Hongmei1,2,3

英文地址: 1.School of Finance, Guizhou University of Finance and Economics,Guiyang, Guizhou 550025; 2.Guizhou Institute of Technology Innovation & Entrepreneurship Investment, Guiyang, Guizhou 550025; 3.Guizhou Institute of Urban Economy and Development, Guiya

英文摘要 Being a unique type of alcoholic drink of China, Baijiu is regarded as the “national drink” of China, and Baijiu industry is the representative of the alcoholic drinks industry in China. Since the beginning of the 21st century, Baijiu industry had entered a high-speed development period. On the one hand, at this stage, China′s rapid economic development and people′s improved living standards boosted the production and sales of Baijiu. On the other hand, the problems of unbalanced and uncoordinated development of Baijiu enterprises, environmental pollution, disordered marketing, and unhealthy drinking culture were prominent, which seriously endangered the development of Baijiu industry. Besides, the development of internet technology had great impact on traditional industry, which resulted in the “adjustment period” of Baijiu industry after 2012. In this paper, we analyzed the development status of Baijiu industry, elaborated on the opportunities and challenges of Baijiu industry in the era of big data, and provided suggestions for future development of Baijiu enterprises. (Trans. by HUANG Xiaoli)
英文关键词 era of big data; Baijiu industry; brand; marketing
      

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