销售低迷状态下的白酒营销回归与创新

在白酒销售的低迷期,白酒企业营销继续体现出自我迷失和浮躁之风,表现为注重包装设计忽视质量创新、注重市场短期效益忽视企业自身特色、注重销售忽视营销、注重新兴营销手段忽视传统营销创新,这种情况非常不利于白酒企业未来的健康发展。本文分析认为,白酒营销的核心是满足白酒消费者的需求,白酒消费者对白酒的需求主要体现为身体需求和精神享受、人际交往、礼仪三个方面,其中最主要的是身体需求和精神享受。白酒营销的本质是为顾客创造白酒消费的价值,因此,白酒营销要回归本我,了解消费者的需求,为顾客创造白酒消费价值。为此,要立足社会责任感进行产品营销创新,在发掘和传承传统基础上进行文化营销创新,在传播白酒文明的过程中进行文明营销创新。同时,政府和社会要化解体制的制约因素、变革传统的经济增长方式,社会要树立健康消费和文明交际的意识,才能有助于白酒营销的回归与创新。

The Regression and Innovation of Liquor Marketing Strategy under Depressed Condition in China

In liquor sales downturn, liquor enterprise marketing continues to reflect the self-lost andimpetuous mood of itself, which is not conducive to the healthy development of liquor making enterprises inthe future. This paper puts forward that liquor marketing should return to the id, understand consumers’demand, and create the liquor consumption value for customers. Therefore, marketing innovation should bebased on the social responsibility; cultural marketing innovation should be made based on exploring andinheriting the tradition; and civilization-marketing innovation should be made in the process of spreadingcivilization. At the same time, the government and the society should eliminate the restriction factor, change thetraditional mode of economic growth, and the society must set up a healthy consumption and culturalcommunication consciousness as well, which is conducive to the regression and innovation of liquor marketing.