泸州老窖股份有限公司网络营销策略研究
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摘要
网络营销给酒类企业带来了一次严峻的挑战,但同时也创造了一个无限广阔的发展平台。时下,酒类企业之间的竞争日趋激烈,市场过度饱和,企业有限的行销资源和无限膨胀的营销费用之间的矛盾日益尖锐,迫使酒类企业在营销方式、手段和策略等方面亟需一次彻底的改变和充分的“革命”,而“网络”正是酒类企业实现自身运营改变和革命的触点和导线,借助网络这个新生的营销工具,酒类企业可以开创无限发展良机,变得无“网”而不胜。不可否认,网络已经成为了改变传统企业商务运作模式的重要的一个工具,利用互联网络,企业可以获得更快、更准确的商务信息,善用先进的网络,企业也能使自己的营销渠道变得更加通畅,进而拓展更广阔的市场空间。泸州老窖作为中国传统白酒生产企业,在市场竞争中面临着激烈的挑战,更需要在互联网上建立营销体系,进行网络营销,实行网络化管理。
本文首先介绍了泸州老窖经营状况,详细分析了公司网络营销现状,依次分析了公司开展网络营销存在的五个主要问题；其次,通过对公司网络营销环境的PEST分析和SWOT分析,得出泸州老窖营销总战略；最后,以前面的分析为基础,对泸州老窖的网络市场进行了细分,根据主要行业客户情况选择了目标市场,制定了网络营销组合策略,并提出了实施建议。
笔者系统地构建了泸州老窖的网络营销体系,其中既有营销策略,也有实施分析,指导企业在开展网络营销实践中有效地发挥自身优势,采取正确的网络营销方法及组合策略,以销售业绩提升为主要目标,有效利用网络营销的重要特点,体现出自己与对手的竞争优势,并为白酒行业中的其他企业开展网络营销提供了参考案例,具有较强的应用价值。
Online marketing not only has brought liquor enterprise a rigorous challenge, but also created a development platform at the same time. At present, the competition among liquor enterprises are getting gradually vigorous, and the market is becoming over-saturated. The antinomy of the marketing expenses and limited marketing resources have enforced liquor enterprises to launch an exhaustive change and full "revolution" in the marketing method. But "online marketing" is exactly the chance to change its own operation mode and opportunity for liquor enterprises.To get help from this new marketing tool, the liquor enterprises can find infinite development opportunities. The network is a kind of tool for traditional business enterprise. It can bring more accurate trade and business information. It is helpful to provide time-saving and labor-saving production mode. In orde to construct more marketing channel and expand vaster market space, Luzhou Old Cellar should achieve the peak of Chinese traditional white spirit production enterprise. Confronting the vigorous challenge in the market competiton, Luzhou Old Cellar has to build up a whole new marketing system on the Internet and carry on a network marketing.
First, the thesis introduced management condition of Luzhou Old Cellar,and then the author analyzed the network marketing of the enterprise in detail. Five key problems was pointed out for the enterprise's development. Secondly, by means of online marketing environment and SWOT analysis, the author summed up total strategy of Luzhou Old Cellar. At last, the author carried on to subdivide the network market of Luzhou Old Cellar which is based on front analysis for foundation. For the purpose of choosing a target market, the author drew up network-combination strategy and put forward implementation suggestions.
The author set up new system of network marketing for Luzhou Old Cellar system.The thesis included marketing strategy, implementation analysis and directions. It is useful for the enterprise to take advantage of its own strength. Luzhou Old Cellar should make use of the online marketing combination reasonablely, so as to prompt sales performance and provide a reference case for other liqour enterprises. Therefore, the thesis have stronger value in sector application.
本文首先介绍了泸州老窖经营状况,详细分析了公司网络营销现状,依次分析了公司开展网络营销存在的五个主要问题；其次,通过对公司网络营销环境的PEST分析和SWOT分析,得出泸州老窖营销总战略；最后,以前面的分析为基础,对泸州老窖的网络市场进行了细分,根据主要行业客户情况选择了目标市场,制定了网络营销组合策略,并提出了实施建议。
笔者系统地构建了泸州老窖的网络营销体系,其中既有营销策略,也有实施分析,指导企业在开展网络营销实践中有效地发挥自身优势,采取正确的网络营销方法及组合策略,以销售业绩提升为主要目标,有效利用网络营销的重要特点,体现出自己与对手的竞争优势,并为白酒行业中的其他企业开展网络营销提供了参考案例,具有较强的应用价值。
Online marketing not only has brought liquor enterprise a rigorous challenge, but also created a development platform at the same time. At present, the competition among liquor enterprises are getting gradually vigorous, and the market is becoming over-saturated. The antinomy of the marketing expenses and limited marketing resources have enforced liquor enterprises to launch an exhaustive change and full "revolution" in the marketing method. But "online marketing" is exactly the chance to change its own operation mode and opportunity for liquor enterprises.To get help from this new marketing tool, the liquor enterprises can find infinite development opportunities. The network is a kind of tool for traditional business enterprise. It can bring more accurate trade and business information. It is helpful to provide time-saving and labor-saving production mode. In orde to construct more marketing channel and expand vaster market space, Luzhou Old Cellar should achieve the peak of Chinese traditional white spirit production enterprise. Confronting the vigorous challenge in the market competiton, Luzhou Old Cellar has to build up a whole new marketing system on the Internet and carry on a network marketing.
First, the thesis introduced management condition of Luzhou Old Cellar,and then the author analyzed the network marketing of the enterprise in detail. Five key problems was pointed out for the enterprise's development. Secondly, by means of online marketing environment and SWOT analysis, the author summed up total strategy of Luzhou Old Cellar. At last, the author carried on to subdivide the network market of Luzhou Old Cellar which is based on front analysis for foundation. For the purpose of choosing a target market, the author drew up network-combination strategy and put forward implementation suggestions.
The author set up new system of network marketing for Luzhou Old Cellar system.The thesis included marketing strategy, implementation analysis and directions. It is useful for the enterprise to take advantage of its own strength. Luzhou Old Cellar should make use of the online marketing combination reasonablely, so as to prompt sales performance and provide a reference case for other liqour enterprises. Therefore, the thesis have stronger value in sector application.
引文
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[16]王皓.传统白酒业调整与创新.销售市场,2000(12)：54-55
[17]张铭洪.网络经济学.北京：高等教育出版社,2007年.12-12
[18]冯英健.网络营销基础与实践(第3版).北京：清华大学出版社,2007
[19]查菲(英).网络营销：战略、实施与实践.北京：机械工业出版社,2004
[20]王岩.我国企业网络营销模式及绩效评价研究.哈尔滨：哈尔滨工程大学,2006年.
[21]史宝会.电子商务与网络营销.北京：首都经济贸易大学出版社,2008
[22]Hernan Riquelme.Commercial Internet adoption in China.Internet Research,2002
[23]Aggarwal, EDI Rish Assessment.Internal Auditor,1996
[24]Hof, Robert, Gary McWillians, and Gabrielle Saveri.The Click Here Economy Business Week,1998
[25]William D.Perreault, E.Jerome McCarthy. Basic Marketing:A Global-Managerial Approach.16th Edition. McGraw Hill.2003.P210-212
[26]美国IAB-PWC.IAB Internet Advertising Revenue Report 2006 Full-Year Results.www.IAB.com.cn,2007.06
[27]Ward Hanson.Principles of Internet Marketing.South-west College Publishing,2000:98-112
[28]Fethi Calisir.Web advertising Vs other media:young consumers view. Internet Research 2003 (13):31-32
[2]张千友.我国中小企业网络营销思考.西昌学院学报,2005(12)：118-120
[3]范珂.论中小企业的网络营销.吉林广播电视大学学报.2005(3)：84-86
[4]杨坚争.网络营销教程.北京：中国人民大学出版社,2002.16
[5]阴双喜,何佳讯,王垒.网络营销基础.上海：复旦大学出版社,2001.10
[6]黄敏学.网络营销.武汉：武汉大学出版社,2000.5
[7]姜旭平.网络营销.北京：清华大学出版社,2003.236
[8]王婷婷.如何开展网络营销.市场与电脑,1999,8：30-32
[9]金晓岚,刘晓.网络营销用虚拟网络的手段提升企业现实生存力.中华工商联合出版社.2006年.第10页
[10]菲利普.科特勒著.营销管理10th Edition北京.中国人民大学出版社.2001.P87-89
[11]迈克尔.波特.竞争战略.华夏出版社,1997,PIl4-167
[12]艾瑞市场咨询www.iresearch.com.cn 2005/10/08
[13]刘青.中小企业与网络营销.电子商务.江苏商论,2002(3)30-31
[14]吴莹,易步贵.网络广告的现状与监管.青年记者.2007年,第八期：130-130
[15]郭笑文等.网络营销.机械工业出版社,2006
[16]王皓.传统白酒业调整与创新.销售市场,2000(12)：54-55
[17]张铭洪.网络经济学.北京：高等教育出版社,2007年.12-12
[18]冯英健.网络营销基础与实践(第3版).北京：清华大学出版社,2007
[19]查菲(英).网络营销：战略、实施与实践.北京：机械工业出版社,2004
[20]王岩.我国企业网络营销模式及绩效评价研究.哈尔滨：哈尔滨工程大学,2006年.
[21]史宝会.电子商务与网络营销.北京：首都经济贸易大学出版社,2008
[22]Hernan Riquelme.Commercial Internet adoption in China.Internet Research,2002
[23]Aggarwal, EDI Rish Assessment.Internal Auditor,1996
[24]Hof, Robert, Gary McWillians, and Gabrielle Saveri.The Click Here Economy Business Week,1998
[25]William D.Perreault, E.Jerome McCarthy. Basic Marketing:A Global-Managerial Approach.16th Edition. McGraw Hill.2003.P210-212
[26]美国IAB-PWC.IAB Internet Advertising Revenue Report 2006 Full-Year Results.www.IAB.com.cn,2007.06
[27]Ward Hanson.Principles of Internet Marketing.South-west College Publishing,2000:98-112
[28]Fethi Calisir.Web advertising Vs other media:young consumers view. Internet Research 2003 (13):31-32