白酒企业数字化内容营销模式的实证分析:运营逻辑与优化路径  

An empirical analysis of digital content marketing models in Baijiu enterprises:Operational logic and optimization paths

作　　者：田戊戌 童俊 TIAN Wuxu;TONG Jun(College of Business Administration,Moutai Institute,Zunyi 564500,China)

机构地区：[1]茅台学院工商管理学院,贵州遵义564500

出　　处：《中国酿造》2025年第4期297-305,共9页China Brewing

基　　金：遵义市科技计划项目(遵市科合HZ字(2024)386号)。

摘　　要：随着数字经济的快速发展,白酒企业的数字化内容营销已成为提升品牌竞争力的重要战略。通过对贵州茅台集团数字化营销实践的实证分析,探讨数字化内容营销模式的运营逻辑和优化路径。研究发现,功能性信息、娱乐性信息、自我概念、社交互动和品牌互动五个维度的内容营销显著增强了消费者的品牌认同感、购买意愿和传播意愿。品牌认同在内容营销与消费者行为之间起到中介作用,同时消费者的地位动机对这种关系起到调节作用。提出了数字化内容营销的优化建议,帮助白酒企业突破传统营销瓶颈,实现品牌年轻化和市场扩展。With the rapid development of the digital economy,the digital content marketing of Baijiu enterprises has become a critical strategy for en-hancing the brand competitiveness.The operational logic and optimization paths of digital content marketing models were explored by an empirical analysis of the digital marketing practices of Kweichow Moutai Group.The study revealed that consumers'brand identity,purchase intention and word-of-mouth willingness were significantly enhanced by five dimensions of content marketing,including functional information,entertaining infor-mation,self-concept,social interaction,and brand interaction,Brand identity served as a mediating factor between content marketing and consumer behavior,while consumers'status motivation moderated this relationship.The optimization suggestions for digital content marketing were made,helping Baijiu enterprises overcome traditional marketing bottlenecks,achieve brand rejuvenation,and expand market reach.

关 键 词：白酒企业 数字化内容营销 品牌认同 

分 类 号：F274.2[经济管理—企业管理] TS261[经济管理—国民经济]