数字化背景下精酿啤酒社交电商营销模式创新研究  

Research on social e-commerce marketing model innovation of craft beer under digital background

作　　者：王崇红 魏云逸 张远记 WANG Chonghong;WEI Yunyi;ZHANG Yuanji(School ofEconomics and Management,Yantai Institute of Technology,Yantai 264003,China)

机构地区：[1]烟台理工学院经济管理学院,山东烟台264003

出　　处：《中国酿造》2025年第4期306-312,共7页China Brewing

基　　金：山东省本科教学改革研究项目(M2022262);山东省级一流本科专业建设点项目(2023SJF01);烟台理工学院优势特色专业建设项目(2023TS08)。

摘　　要：以精酿啤酒企业的管理者、社交电商平台的运营人员、精酿啤酒的消费者为研究样本,运用扎根理论构建了精酿啤酒社交电商的创新营销模式。结果表明,精酿啤酒的社交电商营销创新模式有沉浸式体验与虚拟社群运营、游戏化交互与共创型社交电商、智能化导购与订阅社交模式以及社会责任导向的社交传播四种类型;沉浸式体验通过虚拟技术和社群活动增强了消费者的品牌参与感和归属感;游戏化机制和共创活动提升了用户对品牌的情感认同,并通过社交传播扩大品牌影响;智能导购与订阅模式及社会责任传播模式则通过精准推荐和责任传播,促进了消费者的信任和持续认同。基于以上结果,建议精酿啤酒企业利用数字化工具进行市场细分和精准营销,提高营销效率;加强品牌故事和文化内涵的传播,通过内容营销吸引消费者;积极构建和管理虚拟社群,增强消费者的品牌归属感;将社会责任纳入企业战略,通过环保和社会公益活动提升品牌形象。Using managers of craft beer enterprises,operators of social e-commerce platforms,and consumers of craft beer as research samples,an in-novative marketing model of social e-commerce for craft beer was constructed by applying grounded theory.The results showed that the social e-commerce marketing innovation model of craft beer included four types:immersive experience and virtual community operation,gamified interac-tion and co-creation of social e-commerce,intelligent shopping guide and subscription social mode,and social responsibility oriented social commu-nication.Immersive experience enhanced consumers'sense of participation and belonging to the brand through virtual technology and community ac-tivities;gamification mechanisms and co-creation activities enhanced users'emotional identification with the brand,and expanded brand influence through social communication;smart guide and subscription model and the socially responsible communication model promoted consumers'trust and continuous identification through accurate recommendation and responsible communication.Based on the above results,it was recommended that craft beer companies should utilize digital tools for market segmentation and precision marketing to improve marketing efficiency;strengthen the dis-semination of brand stories and cultural connotations to attract consumers through content marketing;actively build and manage virtual communities to enhance consumers'sense of belonging to the brand;and incorporate social responsibility into their corporate strategies to enhance their brand im-age through environmental protection and social welfare activities.

关 键 词：精酿啤酒 社交电商 营销模式创新 扎根理论 数字化转型 

分 类 号：TS261[轻工技术与工程—发酵工程]