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2021年 12月 14日
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2021年 12月 14日

“互联网+”背景下老字号品牌凤阳酒厂营销策略优化研究
摘要
随着“互联网+”概念不断深入，各种各样的互联网新技术、新事物不断涌
现，深刻地影响了企业的营销。为了适应“互联网+”背景下新的市场环境,各企
业纷纷借助互联网对营销策略进行变革。对于传统企业而言，能否实现企业营销
的“互联网+”升级，提升自身市场竞争力显得尤为关键。在此背景下，探索“互
联网+”背景下凤阳酒厂营销策略优化具有重要意义。
本文以滁州地区老字号品牌凤阳酒厂为研究对象。首先，通过梳理大量国内
外相关研究文献，获取论文研究所需的概念和理论基础。其次，依据 PEST分析
模型对凤阳酒厂面临的营销环境进行分析，运用 SWOT分析法找到凤阳酒厂的
优势与劣势，面临的机会与威胁。再次，对凤阳酒厂实地走访调研，并针对当前
营销策略进行问卷调查，结合 244份调查问卷数据，了解消费者白酒消费在产品、
价格、渠道和促销等方面的需求和偏好，分析总结出凤阳酒厂目前营销策略中存
在例如目标市场狭窄、产品线混乱、缺少中高端产品、促销手段陈旧等问题。最
后，以 4P营销理论和 STP理论为基础，以解决凤阳酒厂目前营销策略中的问题
为导向，依托“互联网+”背景，对凤阳酒厂营销策略提出包括创新开发新产品、
分档次合理定价、“社交+电商”多渠道策略、“互联网+体验营销”等可操作性
较强的优化建议。
本文以提升优化“互联网+”背景下凤阳酒厂营销效果为研究目的。通过对
凤阳酒厂营销策略的研究分析，强调在“互联网+”背景下，老字号白酒企业想
要取得营销上的突破，必须结合互联网思维制定营销策略。期望通过本文的研究，
可以为凤阳酒厂提高营销效果、提升市场占有率提供可行建议，也为其他面临相
同问题的老字号白酒企业制定营销策略提供有益参考。
关键词：互联网+；老字号品牌；营销策略；凤阳酒厂
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“互联网+”背景下老字号品牌凤阳酒厂营销策略优化研究
Abstract
With the deepening of the concept of "Internet-plus", various kinds of new
Internet technologies and new things are emerging, which profoundly affect the
marketing of enterprises. In order to adapt to the new market environment under the
background of "Internet plus", enterprises are willing to use Internet to transform
marketing strategies. For traditional enterprises, it is particularly important to realize
the upgrading of the Internet plus and enhance their competitiveness. Under this
background, it is of great significance to explore the marketing strategy optimization
of Fengyang Winery under the background of "Internet-plus".
This paper takes the time-honored brand Fengyang Winery in Chuzhou as
research object. Firstly,by combing a large number of relevant research literature at
home and abroad, it can obtain the concept and theoretical basis of the paper.
Secondly, according to PEST analysis model, this paper analyzes the marketing
environment faced by Fengyang Winery, and uses SWOT analysis method to find the
advantages and disadvantages,opportunities and threats faced by Fengyang Winery.
Thirdly, by made a field research of Fengyang Winery, and the questionnaire survey
of the current marketing strategy, combined with the data of 244 questionnaires, it can
understand the demand and preferences of consumers' Baijiu consumption in products,
prices, channels and promotions, etc., and conclude that there are some existing
marketing strategies in Fengyang wineries, such as narrow target market, confusion of
product lines, lack of high-end products and outdated means of promotion. Finally,
based on the 4P marketing theory and STP theory, and based on the problems of
Fengyang Winery's current marketing strategy, relying on the "Internet-plus"
background, the paper proposes some feasible suggestions for Fengyang Winery
marketing strategy, including innovative development of new products, grading and
reasonable pricing, "social networking+e-commerce" multi-channel strategy,
and"Internet-plus +experience marketing".
This paper aims to enhance the marketing effect of Fengyang Winery under the
background of "Internet-plus". Research and analysis of Baijiu liquor company
Internet marketing strategy, stressed that in the "Internet-plus" background,
time-honored liquor enterprises want to get a breakthrough in marketing, must
combine the Internet thinking to formulate marketing strategy. It is hoped that this
study will provide feasible suggestions for Fengyang Winery to improve marketing
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