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1、---------------------------------------------------------------范文最新推荐------------------------------------------------------泸州老窖白酒行业网络营销模式分析9/10---------------------------------------------------------------范文最新推荐------------------------------------------------------摘要：近年来，由于中国白酒行业的整体环境发生了深刻的变化，行业内
2、广泛性竞争向垄断竞争的发展趋势致使白酒竞争十分激烈，一系列的瓶颈导致白酒行业开始利用时下流行的网络营销进行突围。基于上述情况，本论文在对网络营销的概念、网络营销的主要方式进行阐述的基础上，分析了中国白酒行业网络营销的概况，阐述了白酒行业开展网络营销的原因，和目前存在的问题。然后从传播途径的选择、网络营销的保障措施何网络营销得主要策略三方面着手探讨了白酒行业网络营销的模式。接着，以泸州老窖的网络营销为例，分析了其存在的不足。最后，针对我国白酒行业网络营销的现状和存在的问题，提出了四点策略建议：第一，观念与营销策略创新；第二，利用整合营销形成品牌效应；第三，线上线下结合，强化分销；第四，开发保
3、障网络营销的技术。10543关键词：网络营销；白酒行业；泸州老窖；营销模式ThenetworkmarketingmodeanalysisofliquorAbstract：Inrecentyears,duetotheprofoundchangesintheoverallenvironmentofChineseliquorindustry,developmenttrendofindustrywidecompetitiontomonopolycompetitioninliquorisverycompetitive,bottleneckresultsinaseriesofliquorindustr
4、ybegantoutilizethepopularnetworkmarketingbreakthrough.Basedontheabovesituation,thispaperexpoundsthebasicconcept,inamajorwayofnetworkmarketing,networkmarketing,networkmarketingindustryofChineseliquor,expoundsthecausesofnetworkmarketingdevelopmentofliquor-makingindustry,andtheexistingproblems.Thenth
5、esafeguardmeasuresfromtherouteoftransmission,thechoiceofnetworkmarketingnetworkmarketingwherethethreemainstrategiesto9/10---------------------------------------------------------------范文最新推荐------------------------------------------------------exploretheliquorindustrynetworkmarketingmode.Then,inor
6、dertoLuzhouLaoJiaonetworkmarketingasanexample,theanalysisofitsshortcomings.Finally,inviewofthepresentsituationofthenetworkmarketingofliquorindustryinChinaandtheexistingproblems,andputsforwardfoursuggestions:first,theconceptofinnovationandmarketingstrategy;second,theformationofbrandeffectusinginteg
7、ratedmarketing;third,thelinecombination,intensivedistribution;fourth,thedevelopmentofsafeguardofnetworkmarketingtechnology.3、线上与线下衔接不足11四、白酒行业网络营销模式11（一）9/10-------------------------------------------------------
