摘 要
在这个生活水平日益增长的时代，人们对所消费的物品的要求不断提高，对商
品水平的要求关注的密切，追求质的提升和品牌的信任度。而白酒对于国人来
说，所谓是源远流长。而在最新出来的数据中，消费从大众来说酒类行业占据
着第二名。在２０１６年开始经过２０１５年的反触，开始有逐渐上升的趋势，
未来几年具有着很大的发展空间。另一方面，伴随着互联网的发展，接触网络
的年轻人逐步对白酒有了需求，现阶段的网络营销成功案例频频出现在眼前，
江小白的白酒品牌以及营销策略出现了巨大的发展空间。
本文将结合具体企业进行分析，对中国白酒行业发展状况，结合着江小白企业
的实际情况进行白酒行业的市场营销环境分析、及营销策略和网络文化营销的
分析。并结合着相对应的分析方法进行分析，剖析江小白现有的营销策略存在
问题，并且通过理论联系实际的方法，提出保障措施。同时希望能对江小白以
及我国白酒行业的发展和进步具有现实的借鉴和指导意义。
关键词：江小白，营销策略，网络文化营销
Abstract
In the era of rising living standards, people's demand for commodities is
increasing. consume, pay close attention to the requirements of the
commodity level, and pursue the promotion of quality and the trust of the
brand. For the people of China, liquor has a long history. In the latest data,
consumption from the public alcohol industry occupies the second place. In ２
０１６, after ２０１５, there is a rising trend, and there is a lot of room for
development in the next few years. On the other hand, with the development
of the Internet, the young people who come into contact with the Internet
gradually have a demand for liquor. At the present stage, the successful cases
of network marketing are frequent. Appear in front, Jiang Xiaobai's liquor
brand and marketing strategy appeared huge development space.
Based on the analysis of specific enterprises, this paper analyzes the
development of liquor industry in China and the marketing environment of
liquor industry in combination with the actual situation of Jiangxiaobai
enterprise, as well as the analysis of marketing strategy and network culture
marketing. Combining with the corresponding analysis method, this paper
analyzes the existing problems in the marketing strategy of Jiang Xiaobai, and
puts forward the safeguard measures by combining the theory with the
practical method. At the same time, it is hoped that it can be used for
reference and guiding significance for the development and progress of the
liquor industry of Jiang Xiaobai and our country.
Keywords：Jiang Xiaobai, marketing strategy, network culture marketing
燕山大学本科生毕业论文
摘要
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目录
摘 要 I
Abstract II
