白酒定制化营销策略探析

Marketing Strategies of Customized Baijiu

自2012年下半年以来,白酒行业遭遇了史上少有的"寒冬"。而今行业进入低速增长、竞争激烈的新常态,"定制化"日渐成为酒企发力的重点,但其中成名者寡,主要存在产品同质化严重、市场细分简单粗放、买卖双方信息沟通断层、小批量产出与高成本投入的矛盾以及营销操作领域混乱五大问题。鉴于此,可通过挖掘品牌核心价值、提升与创新产品质量、关注消费者体验和建立互联网思维下的平台模式四大途径实现白酒企业的重新崛起、行业的再次振兴。

Baijiu industry has encountered rare“cold winter”since the second half year of 2012. In the new circumstances of lowspeed growth and brutal competition, most distilleries focus on the production of customized Baijiu. However, the majority of them failed due to serious product homogeneity, simple and unscientific market subdivision, information gap between seller and buyer, contradiction between small volume production and high production cost, and chaos marketing. In this paper, four approaches were recommended for producing customized Baijiu as follows: digging the core value of Baijiu brand, enhancing product quality, focusing on consumers’experience, and building on-line platforms.(Trans. by YUE Yang).