全媒体传播视域下新品类整合营销策略探究——以果酒企业为例  

Integrated Marketing Strategy of New Categories from the Perspective of Omnimedia Communication:Taking Fruit Wine Enterprises as an Example

作　　者：徐景熙 XU Jingxi(School of Law and Humanities and Social Sciences,Wuhan University of Technology,Wuhan,Hubei 430070)

机构地区：[1]武汉理工大学法学与人文社会学院,湖北武汉430070

出　　处：《中国商论》2024年第3期71-74,共4页China Journal of Commerce

摘　　要：纵观消费市场,近年来互联网电商推动了许多新品牌、新品类的兴起,带动了许多新生品牌崭露头角。在全媒体传播视域下,本文以新品类果酒为例,首先,通过对果酒市场的分析,为果酒企业进行整合营销策略探究。其次,利用互联网全媒体渠道提升产品质量、销售服务水平,帮助果酒企业通过线上渠道提高知名度,树立企业品牌形象,确立整体竞争优势。最后,利用全媒体营销策略提高果酒的影响力和符号价值,让更多消费者了解中国果酒的文化和工艺,占据小众酒类的长尾市场。Making a general survey of the consumer market,internet e-commerce has promoted the rise of many new brands and new categories in recent years,leading to the emergence of many new brands.From the perspective of Omnimedia communication,this article fi rst takes new fruit wine as an example to explore the integrated marketing strategy for fruit wine enterprises through the analysis of the fruit wine market.Then it describes the use of Internet Omnimedia channels to improve product quality,sales,and service levels,help fruit wine enterprises improve their visibility through online channels,and establish a corporate brand image and an overall competitive advantage.In the end,this article shows an Omnimedia marketing strategy to improve the infl uence and symbolic value of fruit wine,make more consumers understand the culture and technology of Chinese fruit wine,and occupy the long tail market of niche wine easily.

关 键 词：新品类营销 新消费 新消费品牌 品牌营销 整合营销 全媒体传播 

分 类 号：F272[经济管理—企业管理] TS255.46[经济管理—国民经济]