浅析白酒行业的营销方式--以江小白为例

酒文化源远流长，白酒作为人类生活的日常消费品，在生活的方方面面具有十分重要且不可替代的位置，白酒行业现今所面临的问题主要包括：生产成本的上升，中低端白酒居多，同质化现象严重等。因此，分析这些问题的所在并完善白酒营销的策略，创新思路，建立白酒品牌规划刻不容缓。本文分析指出了目前白酒行业的营销现状以及主要的营销影响因素，以近几年的“网红白酒”重庆江小白为例，研究其具体的营销方式。结合这些理论与实际现状得出对白酒行业营销方式的启示。

关键词：江小白  营销方式  白酒
Analysis on Marketing Mode of Liquor Industry--        Taking Jiang Xiaobai as an Example
  
Abstract: Wine culture has a long history. As a daily consumer product of human life, liquor has a very important and irreplaceable position in all aspects of life. The problems faced by the liquor industry today mainly include: rising production costs, high-end and low-end liquor, and homogenization. Therefore, the analysis of these problems and the improvement of liquor marketing strategies, innovative ideas, the establishment of liquor brand planning is an immediate task.This article analyzes the current status of marketing in the liquor industry and the main marketing influencing factors. Taking Jiang Xiaobai, a “net red white wine” in recent years, as an example to study its specific marketing model, combining these theories with the actual status Inspiration from industry marketing model.

Keyword：Jiang Xiaobai  Marketing Mode Wine 

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