财务视角下新零售环境中白酒上市公司营销发展研究

Research on Marketing Development of Chinese Spirits Listed Companies in New Retail Environment from the Financial Perspective

白酒行业消费群体广泛,市场份额巨大,营销策略的制定尤为重要,随着新零售时代来临,白酒行业迎来转型升级机遇与挑战并存的局面,在财务视角下揭示了白酒上市公司新零售营销过程中出现的问题并提出了解决措施,希望通过本文研究能够为白酒上市公司营销策略的制定提供新思路和建议。

With the coming of the new retail age,the Chinese Spirits industry is facing the situation of transformation and upgrading opportunity and challenge.This paper reveals the problems in the new retail marketing process of Chinese Spirits listed companies and proposes solutions from the financial perspective,and hopes this paper can provide new ideas and suggestions for the marketing strategy of Chinese Spirits Listed Company.