彝族燕麦酒营销文化战略——以拉玛酒业为例

On Yi People's Oats Wine Marketing Culturual Strategies: Taking Lama Winery as the Example

从研究彝族燕麦酒营销文化战略出发,尤其针对彝族燕麦酒所处的市场现状,简要介绍拉玛酒业样本及其所处营销文化困局;对拉唛燕麦酒发展瓶颈、拉玛酒业品牌经营提出改善建议。对拉唛燕麦酒进行市场定位,分析其定位优势有二:健康元素与民俗风情;彝族燕麦酒营销文化战略构建方向:分别从绿色营销、网络营销、关系营销、服务营销、文化营销和渠道营销等进行分析,寻找结合点。

Based on the study on Yi peopleˊs oats wine marketing cultural strategies,especially on its market status quo,this paper briefly introduces Lama Winery sample and its marketing cultural bottleneck,providing suggestions for Lama oats wineˊs developing bottleneck and Lama Wineryˊs brand management. Lama oats wine market positioning has two advantages：health elements and ethnic features. The establishing direction of the Yi Peopleˊs oats wine marketing cultural strategies：making analysis from green marketing,internet marketing,relationship marketing,service marketing,culture marketing and channel marketing and trying to find joint points.