随着我国网民规模的扩大以及网络技术的进步，广大网民热衷于网络购物。 这给传统的白酒企业带来极大的影响和冲击，如何在动态变化的环境中，制定网 络营销策略成为白酒企业亟待解决的问题。A 酒业公司是贵州省茅台镇第二大酒 企，如何进行网络营销，实现公司持续发展，需要进行深入研究。 本文以体验营销理论、社群营销理论、精准营销理论为依据，对比白酒传统 营销和网络营销，概述白酒网络营销发展趋势，通过对 A 酒业公司网络营销现状 的分析，指出 A 酒业公司网络营销面临的问题。继而，通过对 A 酒业公司网络营 销环境的分析，发现 A 酒业公司网络营销正处于一个利好的宏观环境，白酒行业 依托互联网颠覆白酒销售行业格局，发现 A 酒业公司网络营销具有品质优势、物 美价廉、健康白酒理念、产品线丰富等内部优势，面临市场主要用户群的消费习 惯比较传统，高端酒市场竞争激烈，相较而言 A 酒业品牌力不够强大的竞争劣势， 有着互联网信息技术的发展，为白酒网络营销提供了良好机会，酒类消费从大型 宴席向个性化和私人空间转化，市场容量扩大，酒水消费年轻化是近两年的趋势， 地处贵州省贵阳市，利于借势发展的外部机会，却也面临红酒、洋酒、啤酒等其 它酒类的竞争挑战，网络舆论对白酒在食品安全上的负面印象，酒类作为特殊产 品，物流成本较高的外部威胁，A 酒业公司需要正视网络营销环境，制定优化后 的网络营销策略。 A 酒业公司网络营销目标为最大限度提升品牌曝光量和关注度、最快方式拉 动经销商加入 A 酒业行列、创造 A 酒业网络白酒行业口碑，其最终的结果就是唤 起老客户，培养新客户，增强消费者忠诚度，和消费者进行有效沟通，实现消费 者口碑传播，大大提高 A 酒业公司的品牌知名度。A 酒业公司网络营销总体思路 为：持续将健康饮酒文化融入网络营销，提高 A 酒业公司品牌高度，增强 A 酒业 公司品牌厚重感；整合资源布局立体化网络营销平台、融合技术呈现有体验感的 创意内容，打造病毒事件形成独特品牌印记，让客户在网络中看到白酒就会联想 到国台酒，深化客户心中对国台酒的印象；提高 A 酒业公司品牌知名度，打造网 络营销口碑；关注国台酒网络销售线索，凸显国台酒产品价值感，打造精品化营 销路线；拥抱大数据生成网络营销互动触点，进行精准营销，实现精准用户沟通。 最后，从整合资源布局立体化网络营销平台，融合技术呈现有体验感的创意内容， 持续将健康饮酒文化融入网络营销，拥抱大数据生成网络营销互动触点优化 A 酒 业公司网络营销策略，并提出 A 酒业公司网络营销策略实施的组织、人才、文化 保障措施。II 关键词：A酒业公司；网络营销；营销策略III Abstract With the expansion of Internet users in China and the progress of network technology, the majority of Internet users are keen on online shopping. This has brought great impact and impact on the traditional liquor enterprises. How to formulate the network marketing strategy in the dynamic environment has become a problem to be solved urgently. A wine company is the second largest liquor manufacturer in Maotai Town, Guizhou province. How to carry out network marketing and achieve sustainable development needs in-depth study. Based on experience marketing theory, community marketing theory and accurate marketing theory, this paper compares traditional liquor marketing and network marketing, summarizes the development trend of liquor network marketing, and points out the problems facing the network marketing of A liquor company through the analysis of the network marketing status of A liquor company. Then, through the analysis of the network marketing environment of A liquor company, it is found that the network marketing of A liquor company is in a good macro environment. The liquor industry relies on the Internet to subvert the pattern of liquor sales, and finds that the network marketing of A liquor company has the advantages of quality, good quality, low price, healthy liquor concept, and rich product line. The internal advantages, the consumption habits of the main user groups in the market are more traditional, the high end wine market competition is fierce. Compared with the competitive disadvantage of the A liquor brand, it has the development of Internet information technology, which provides a good opportunity for the liquor network marketing, and the alcohol elimination fee is from the large banquet to the personalized and private space. Transformation, the expansion of market capacity, the trend of drinking wine consumption in the past two years, which is located in Guiyang, Guizhou Province, is in favor of the external opportunities for the development of borrowing, but also facing the competition challenges of red wine, wine, beer and other alcoholic drinks, the negative impression of the public opinion on the safety of liquor in the food, the liquor as a special product and logistics With the high cost of external threats, A liquor companies need to face up to the network marketing environment and formulate optimized network marketing strategies.IV A liquor company network marketing aims to maximize brand exposure and attention, the fastest way to pull distributors into the A liquor industry, to create the A liquor network liquor industry word of mouth, the final result is to arouse old customers, cultivate new customers, enhance consumer loyalty, and effective communication with consumers, realized The spread of consumer word of mouth has greatly enhanced the brand awareness of A liquor companies. The general idea of A liquor company's network marketing is to integrate healthy drinking culture into network marketing, improve the brand height of A wine company, strengthen the sense of A wine company brand, integrate resource layout three-dimensional network marketing platform, fusion technology to present experience creative content, improve the reputation of A liquor company brand, and fight Create network marketing word of mouth; embrace big data to generate network marketing interactive contacts, carry out precision marketing, achieve precise user communication. Finally, from the integration of resource layout three-dimensional network marketing platform, fusion technology presents a sense of creative content, continuing to integrate healthy drinking culture into network marketing, embrace large data to generate network marketing interactive contact optimization A liquor company network marketing strategy, and put forward the organization of A wine company network marketing strategy. Personnel and cultural protection measures. Key words: A wine company; network marketing; marketing strategyV 目录 摘要.................................................................................................................................I Abstract........................................................................................................................III 1 绪论............................................................................................................................1 1.1 研究背景..........................................................................................................1 1.2 研究意义..........................................................................................................2 1.2.1 理论意义................................................................................................2 1.2.2 实践意义................................................................................................2 1.3 研究综述..........................................................................................................2 1.3.1 白酒传统营销和网络营销的对比........................................................2 1.3.2 白酒网络营销研究现状........................................................................4 1.3.3 白酒网络营销发展趋势........................................................................5 1.4 研究方法..........................................................................................................6 1.5 研究内容及技术路线......................................................................................6 2 研究理论基础............................................................................................................9 2.1 体验营销理论..................................................................................................9 2.2 社群营销理论................................................................................................10 2.3 精准营销理