论文部分内容阅读
在白酒行业的低谷期,为提高销售量,各大企业纷纷出奇招,博大酒业旗下品牌泸小二也不例外。本文分析认为,泸小二的“中国第一潮小酒”的品牌定位是正确的。但在营销策略的制定过程中存在以下问题:产品包装设计个性化不足、网络广告制作水平较低、销售渠道网络尚未建立、官网建设滞后等问题。针对上述问题本文从改良包装瓶形设计、提高广告片画面质量、开发多渠道销售网络、加快官网信息更新等方面提出建议与对策。以期能对泸小二的品牌营销活动有所助益。
In the liquor industry in the trough, in order to increase sales, major companies have surprising move, broad liquor brand Lu Xiao Er is no exception. This article analyzes, Lu Xiaoli’s “China’s first tide of small wine ” brand positioning is correct. However, there are some problems in the process of formulating marketing strategy: product packaging design is not personalized, the level of online advertising production is low, the sales channel network has not been established, the official website construction lags behind. In view of the above problems, this article puts forward suggestions and countermeasures from improving packaging bottle design, improving the quality of commercials, developing multi-channel sales network and accelerating the updating of official website information. With a view to Lu Xiaosi brand marketing activities will be helpful.