定制酒营销模式的创新研究  

Innovation of Marketing Mode of Customized Baijiu Products

作　　者：李沛东[1] LI Peidong(Guizhou Light Industry Technical College,Guiyang,Guizhou 550025,China)

机构地区：[1]贵州轻工职业技术学院,贵州贵阳550025

出　　处：《酿酒科技》2023年第8期132-135,共4页Liquor-Making Science & Technology

摘　　要：新时代环境下,市场需求变化引导酒企转移市场竞争发力重心,“定制化”愈发受到酒企重视。如何把握好市场需求导向和激发酒企竞争活力,利用现有条件实现与消费者的精准对接,“定制酒”的市场营销是关键的一步。基于此,本研究针对如何创新酒企的定制酒营销模式展开了探讨。通过研究酒企营销定制酒的行业发展趋势,发现当下酒水行业已经迎来结构性增长,价格带细分已成定局。但是酒企之间存在产品同质化问题,以至于酒企定制酒产品缺乏独特性,削弱了定制酒产品的市场竞争优势。基于此,从品牌塑造、VIP服务升级等方面,提出了酒企的定制酒营销模式创新策略,以供参考。In the new era,changes of market demand guide Baijiu companies to shift their focus on market competition,and custom-ization is increasingly valued by Baijiu companies.The marketing of customized Baijiu products is a key step to grasp the market de-mand orientation,stimulate the competitive vitality of Baijiu companies,and achieve precise docking with consumers.This study ex-plores the innovation of the marketing mode of customized Baijiu products.By studying the industry development trend of custom-ized Baijiu products,it is found that the current Baijiu industry has experienced structural growth,and price segmentation has become a foregone conclusion.However,there is a problem of product homogenization among Baijiu companies,leading to a lack of unique-ness in customized Baijiu products,which will weaken the market competitiveness of customized Baijiu products.Therefore,innova-tive marketing strategies for customized Baijiu products are proposed from the aspects of brand building,VIP service upgrading,etc.

关 键 词：定制酒 营销模式 创新策略 

分 类 号：TS262.3[轻工技术与工程—发酵工程] F27[轻工技术与工程—食品科学与工程]