移動互聯網時代洋酒企業數位化行銷策略研究─以P公司為例

Abstract

隨著我國開放政策的推進，上世紀80年代初很多洋酒產品逐漸被引入國內，此時這些產品的主要消費者是港臺商人及外國友人。如今，作為歐美發達國家日常餐飲生活中的洋酒已不再是奢華和貴族的代名詞，而且逐漸走進了中國人的生活。國人對洋酒文化有了初步認識，對的興趣和消費需求急劇增加，洋酒消費隊伍逐漸龐大，消費者行為習慣也隨之劇烈改變，對市場造成了巨大衝擊。洋酒行業競爭的日趨激烈，洋酒企業如何在市場競爭中勝出還面臨著很多不確定性。在此背景下，洋酒企業亟待轉型，如何在移動互聯網時代的浪潮中利用數位化和社交媒體手段，順應市場發展趨勢，對消費者的新需求進行滿足，在複雜的競爭環境之中形成更高佔有率，是洋酒企業當前面臨的最大難題。 本文以P公司為例論述了洋酒企業如何利用數位化行銷和社交媒體行銷策略拓展市場，提升市場競爭力。本文系統性地回顧了數位化行銷和社交媒體行銷的相關內容，並結合洋酒企業目前的發展環境和行業現狀，同時梳理了P公司發展過程中面臨的問題，例如獲取新客戶困難、客戶需求分析有效性不足等等，這些都極大地影響了P公司的市場地位。 基於此，P公司的數位化行銷和社交媒體行銷策略進行了針對性的總結和分析。具體來說，P公司應當借助使用者需求資料、行為資料和社交資料，深入挖掘消費者的潛在需求，堅持線上線下融合、精細化運營等數位化行銷策略，借助最新數字媒體提升消費者在數字時代的消費體驗。另外，考慮洋酒市場中年輕群體的不斷壯大，P公司在開展社交媒體行銷方面，應當堅持優化溝通方式，利用場景化行銷的方式和年輕群體展開深度交流和對話。 本文的研究結果為洋酒企業開展科學、有效的行銷活動，增強用戶粘性，以提高企業競爭力等方面提供一定參考作用。

When foreign wine first entered the mainland market in the early 1980s, it was consumed almost exclusively by Hong Kong and Taiwan businessmen and foreign friends. Today, foreign wine as part of daily dining life in developed countries in Europe and the United States is no longer synonymous with luxury and aristocracy, and is gradually coming into the lives of Chinese people. Chinese people have a preliminary understanding of foreign wine culture, and their interest in and consumption demand for foreign wine has increased dramatically, with a gradually large team of foreign wine consumers and a dramatic change in consumer behavior, causing a huge impact on the market. The competition in the wine industry is becoming increasingly fierce, and there is still a lot of uncertainty about how wine companies can win in the market competition. Against this backdrop, there is an urgent need for foreign wine companies to transform, and it is both an opportunity and a challenge for them to use digital and social media to adapt to market changes and meet consumers' needs in the wave of the mobile Internet era, thereby increasing their share of the market in an increasingly competitive environment. This paper uses Company P as an example to discuss how foreign wine companies can use digital marketing and social media marketing strategies to expand their markets and improve their market competitiveness. The paper systematically reviews the content of digital marketing and social media marketing, taking into account the current development environment and the current situation of the industry, and also sorts out the problems faced by Company P in the development process, such as difficulties in acquiring new customers and insufficient effectiveness of customer demand analysis, which greatly affect Company P's market position. Based on this, Company P's digital marketing and social media marketing strategies were summarized and analyzed. Specifically, Company P should make use of user demand data, behavioral data and social data to dig deeper into consumers' potential needs, adhere to digital marketing strategies such as online and offline integration and refined operations, and enhance consumers' consumption experience in the digital era with the help of the latest digital media. In addition, considering the growing number of young people in the foreign wine market, P companies should insist on optimizing their communication methods in carrying out social media marketing and using scenario-based marketing to start in-depth communication and dialogue with young people. The findings of this paper provide some reference role for foreign wine companies to carry out scientific and effective marketing activities and enhance user stickiness in order to improve their competitiveness, etc.