摘要
白酒作为我国居民消费的必需品,具有一定的消费惯性,当前,行业两极分化明显,整体素质参差不齐,多数企业产品集中于中低端竞争。文章立足4V营销理论,从差异化、功能化、附加价值、共鸣四个方面对白酒产品进行分析,进而为白酒企业市场竞争提出营销策略的建议。
Baijiu enjoys certain consumption inertia because many Chinese people have developed a habit of drinking and regard liquor as a daily necessity.The differentiation in China's baijiu industry is too obvious to be neglected.The overall quality is uneven and inist enterprises are busy competing for a bigger share in the low-end market.Therefore,based on 4V marketing theory,this paper analyzes baijiu products from four aspects:variation,versatility,value and vibration,and then puts forward some suggestions on marketing strategies for baijiu enterprises.
作者
宗平
ZONG Ping(Sichuan Tourism University, Chengdu 610100, Sichuan, China)
出处
《四川旅游学院学报》
2022年第2期29-32,共4页
Journal of Sichuan Tourism University
基金
四川省教育厅人文社科重点研究基地——中国酒史研究中心项目“四川白酒文创产品开发与营销策略研究”,项目编号:ZGJS2019-07。
关键词
4V营销理论
白酒营销
策略研究
4V marketing theory
baijiu marketing
strategy research
