贵州茅台新媒体营销策略的研究

Research on New Media Marketing Strategy of Kweichow Moutai

近年来,随着我国进入信息化时代,新媒体营销模式也快速地进入发展阶段,各行各业乘借着新媒体这艘“快船”扬帆起航,奋楫逐浪,取得了一次次大关,这其中包括了贵州茅台。为了了解贵州茅台的成功经验,故从茅台的新媒体营销模式出发,研究贵州茅台的多渠道营销模式、分析贵州茅台的营销策略以及贵州茅台在营销过程中出现的问题和挑战,研究发现贵州茅台的新媒体营销策略不仅可以为众多公司及其子公司提供诸多经验,还能促进贵州茅台和其他行业共同发展。In recent years, with China entering the information age, the new media marketing model has also rapidly entered the development stage, all walks of life have taken advantage of the “fast ship” of new media to set sail, chase the waves, and achieve major successes again and again, including Kweichow Moutai. In order to understand the successful experience of Kweichow Moutai, the multi-channel marketing model of Kweichow Moutai is studied from the perspective of its new media marketing model, the marketing strategy of Kweichow Moutai is analyzed, and the problems and challenges in the marketing process of Kweichow Moutai are analyzed. It is found that the new media marketing strategy of Kweichow Moutai can not only provide a lot of experience for many companies and their subsidiaries. It can also promote the common development of Kweichow Moutai and other industries.