摘 要

随着互联网信息时代的发展，新媒体设计平台在人们中越来越普及，基于新媒体社交平台的新媒体营销也在各行各业中如火如荼地发展中。近年来，随着人们生活水平的提高，葡萄酒市场发展迅速，基于互联网的葡萄酒新媒体营销也在葡萄酒行业中得到了发展，并且展现出了蓬勃的活力。本文旨在探究葡萄酒行业的新媒体营销策略，并以微店“酒评家”为例，剖析了微店“酒评家”的新媒体营销策略，并针对葡萄酒新媒体营销提出了一些思考与建议。

本文分为五个部分。首先，介绍了本文的研究背景与研究现状，阐述了研究目的意义；其次，对新媒体营销中涉及的相关营销理论进行综述，并阐述了新媒体营销的基本涵义及营销模式；然后，详细剖析了微店“酒评家”的新媒体营销策略以及客户关系管理；接下来，从新媒体营销与传统营销整合、成本控制两个方面，提出了葡萄酒新媒体营销策略和思考；最后，对本文的研究内容进行总结。

本文详细阐述了新媒体营销的基本涵义及相关营销理论，分析了当前世界葡萄酒行业的现状，简单介绍了“酒评家”，从市场定位、产品策略、价格策略、渠道策略、以及促销策略等方面详细剖析了“酒评家”的新媒体营销策略。新媒体营销是一种整合营销，有效的整合新媒体营销与传统营销的策略，有利于产品的高效营销和企业的进一步发展。从货源、仓储物流以及分销商层次控制等几个方面详细思考了葡萄酒新媒体营销的策略。

关键词：新媒体营销；葡萄酒；酒评家

Abstract

With the development of the Internet, the platform based on the new media is becoming more and more popular among people. The new media marketing based on the new media social platform is also developing in all walks of the word. In recent years, with the improvement of people's living standards, the wine market has developed rapidly, wine new media marketing has also been developed in the wine industry, and show a vibrant vitality. This paper aims to explore the new media marketing strategy of the wine industry, and take the micro-shop "wine critics" as an example to analyze the new media marketing strategy of the micro-shop "wine critics", and some thinking and suggest were proposed for the new media marketing of wine.

This paper is divided into five parts. Firstly, the research background, the present situation and the purpose of the research are introduced. Secondly, the author summarizes the related marketing theories involved in the new media marketing, and expounds the basic meaning and marketing pattern of the new media marketing. Then, the new media marketing strategy and the customer relationship management of the "wine critic" are analyzed. Then, from the aspects of the new media marketing and the traditional marketing integration and the cost control, the marketing strategy and thinking of the new media of wine are put forward. Finally, Giving a summary.

This paper elaborates the basic meaning of new media marketing and related marketing theory, analyzes the present situation of the world wine industry, briefly introduces the "wine critics", market positioning, product strategy, price strategy, channel strategy, and promotion strategy. The "wine critics" of the new media marketing strategy were detailed analyzed. New media marketing is an integrated marketing, effective integration of new media marketing and traditional marketing strategies, is conducive to efficient product marketing and further development of enterprises. The wine new media marketing strategy were discussed take the supply, warehousing and logistics, as well as the control of distributors leves into consideration.

Key Words：the new media marketing；wine；wine critic

目录

第一章 绪论 1

1.1研究背景 1

1.2国内外研究现状 2

1.3研究的目的和意义 3

1.3.1研究目的 3

1.3.2研究意义 3

第二章 理论综述 4

2.1营销理论 4

2.1.1直复营销 4

2.1.2体验营销 4

2.1.3关系营销 5

2.1.4整合营销 5

2.2新媒体营销 5

2.2.1新媒体营销基本涵义 5

2.2.2新媒体营销基本模式 6

第三章 微店“酒评家” 新媒体营销策略和客户关系管理 7

3.1葡萄酒行业现状 7

3.2关于“酒评家”新媒体营销 8

3.2.1“酒评家”简介 8

3.2.2“酒评家”的新媒体营销 8

3.3“酒评家”新媒体营销策略因素 11

3.3.1“酒评家”的市场定位 11

3.3.2产品策略 12

3.3.3价格策略 12

3.3.4渠道策略 13

3.3.5促销策略 15

3.4“酒评家”的客户关系管理 16

第四章 葡萄酒新媒体营销策略和思考 17

4.1新媒体营销与传统营销的有效整合 17

4.2成本控制 17

第五章 结论 19

参考文献 20

第一章 绪论

1.1研究背景

随着国内市场经济体制不断完善和成熟，居民生活水平得到了极大的提高，国人对葡萄酒的需求也随之发生了显著的变化。中国葡萄酒市场发展迅速，根据国际葡萄与葡萄酒组织（International Organisation of Vine and Wine，简称 OIV）报告（OIV 2012），近年来，中国在葡萄酒的生产、消费以及进口等方面均排在世界各国的前列，涌现出很多进口葡萄酒的贸易企业^[1-6]。

与此同时互联网尤其是移动互联网的深入和全面普及，社交化应用平台已经成为人们生活中必不可少的一部分，而其长久建立的用户基数又为其附加功能创造了更多可挖掘的商业价值。葡萄酒的营销已经早已不再局限于线下商超或专卖店，诸如淘宝、酒仙网、中酒网、红酒世界、微店等全品类电商平台和专业葡萄酒电商平台为中国葡萄酒消费者搭建了一个宏大丰富的网络购物途径。