摘要
随着社会经济的高速发展与人们生活水平的稳步提升,国内红酒市场不断拓展,经济效益见好,但仍存在营销渠道分散、消费两级分化严重等问题。新媒体时代的到来为红酒网络营销战略的推进启动了引擎,低廉的营运成本、便捷化购物、立体化展示、个性化传播、互动式营销等优势为红酒营销注入了强大动力,鉴于此,各企业要把握好新媒体时代契机,依托网络营销的优势,全面制定完善的网络营销策略,以不断拓展红酒潜在市场,促进我国红酒产业的健康发展。
With the rapid development of social economy and the improvement of people’s living standard, domestic wine market has been growing, yet there are still problems of dispersed marketing channel and polarized consumers, etc. The era of new media has provided wineries with new opportunities and new marketing tools. The cheap, convenient, personalized and interactive characteristics of e-marketing would promote the marketing of wine. Therefore, wineries should grasp the opportunity and develop comprehensive emarketing strategy, so as to expand the market, and to promote the health development of wine industry in China.
作者
封荔
FENG Li(The Engineering and Technical College of Chengdu University of Technology,Leshan,Sichuan 614000,China)
出处
《酿酒科技》
2020年第8期130-133,共4页
Liquor-Making Science & Technology
作者简介
封荔(1981-),女,四川乐山人,讲师,硕士研究生,研究方向:市场营销。
