大型商超白酒营销节日效应与促销策略研究  

Research on festival effect and promotion strategy of Baijiu marketing in hypermarket

作　　者：李明宇 LI Mingyu(School of Economics and Management,Liaoning University of Technology,Jinzhou 121001,China)

机构地区：[1]辽宁工业大学经济管理学院,辽宁锦州121001

出　　处：《中国酿造》2024年第6期264-270,共7页China Brewing

基　　金：辽宁省社会科学规划基金项目(L22BJY037)。

摘　　要：针对白酒营销的节日效应问题,基于大型商超FX白酒两年的销售额日志数据,采用威尔科克森符号秩检验方法实施了节日与非节日的日均销售额差异的显著性检验,并采用斯皮尔曼相关系数、克鲁斯卡尔-沃利斯检验方法,从产品特征因素的四个维度实施了不同时节的日均销售额差异的显著性检验。结果表明,大型商超白酒营销在春节、中秋节、国庆节、元旦上具有显著节日效应,但其作用程度因节日和产品特征因素不同而异;中国白酒文化的弥散性影响,导致不同的节日氛围融入不同的白酒消费特征。在此基础上,提出了基于节日效应的促销策略。该研究拓展了营销和供应链管理理论研究,可为企业提升销售业绩、规避缺货或牛鞭效应提供决策参考。Aiming at the festival effect of Baijiu marketing,based on the two-year sales log data of FX Baijiu in hypermarket,the significance test of daily average sales differences between festivals and non-festivals was carried out by Wilcoxon's sign rank test method.The significance test of differences in average daily sales in different seasons was conducted with Spearman correlation coefficient and Kruskal-Wallis test from four dimensions of product characteristic factors.The results showed that the Baijiu marketing in hypermarket had significant festivals effects on the Spring festival,Mid-autumn festival,National Day and New Year's day,but its effect degree varied with different festival and product characteristics.The dispersive influence of Chinese Baijiu culture led to different festival atmospheres blending into different Baijiu consumption characteristics.On this basis,the promotion strategies based on festival effect were put forward.This study expanded the theoretical research of marketing and supply chain management,and could provide decision-making reference for enterprises to improve sales performance and avoid out of stock or bullwhip effect.

关 键 词：白酒 营销 大型商超 节日效应 促销策略 

分 类 号：TS261[轻工技术与工程—发酵工程]