定制酒营销模式的创新研究

Innovation of Marketing Mode of Customized Baijiu Products

新时代环境下,市场需求变化引导酒企转移市场竞争发力重心,“定制化”愈发受到酒企重视。如何把握好市场需求导向和激发酒企竞争活力,利用现有条件实现与消费者的精准对接,“定制酒”的市场营销是关键的一步。基于此,本研究针对如何创新酒企的定制酒营销模式展开了探讨。通过研究酒企营销定制酒的行业发展趋势,发现当下酒水行业已经迎来结构性增长,价格带细分已成定局。但是酒企之间存在产品同质化问题,以至于酒企定制酒产品缺乏独特性,削弱了定制酒产品的市场竞争优势。基于此,从品牌塑造、VIP服务升级等方面,提出了酒企的定制酒营销模式创新策略,以供参考。

In the new era,changes of market demand guide Baijiu companies to shift their focus on market competition,and custom-ization is increasingly valued by Baijiu companies.The marketing of customized Baijiu products is a key step to grasp the market de-mand orientation,stimulate the competitive vitality of Baijiu companies,and achieve precise docking with consumers.This study ex-plores the innovation of the marketing mode of customized Baijiu products.By studying the industry development trend of custom-ized Baijiu products,it is found that the current Baijiu industry has experienced structural growth,and price segmentation has become a foregone conclusion.However,there is a problem of product homogenization among Baijiu companies,leading to a lack of unique-ness in customized Baijiu products,which will weaken the market competitiveness of customized Baijiu products.Therefore,innova-tive marketing strategies for customized Baijiu products are proposed from the aspects of brand building,VIP service upgrading,etc.