The Study Of Wine Marketing Strategy Internet Plus Background

Under the wave of Internet technology and digital economy,the traditional marketing channels of wine companies have been proved to be backward in the market,so the adjustment of marketing strategy is not only imperative,but also urgent.Rapid changes in technology,culture and consumer behavior have made great changes in economic development,business operation and marketing promotion.In the "Internet plus" in the context of wine to fierce market competition,China's traditional wine enterprises not only face the competitors in the industry competition pressure,but also face the Internet business enterprise(Taobao,Tmall,Jingdong,etc.)"crossover" attack,need to think about how to enhance the core competitiveness of enterprises,We should change marketing strategies and marketing methods to gain competitive advantages,so that enterprises will remain invincible in the fierce market competition.Based on the above situation,this paper integrated marketing theory,direct marketing theory,personalized and experiential marketing theory as the theoretical basis,a comprehensive analysis of the liquor industry competition environment,consumer behavior,marketing environment changes,and with SWOT analysis method,systematically expounds how to wine enterprises in the "Internet plus"background Setting up network marketing strategy to adapt to the current environment,and taking DL wine company as the research object,a case study is made.This paper introduces the marketing situation of DL company and the existing problems,combined with the "Internet plus" and DL wine industry's own characteristics,using the five forces model and SWOT analysis tools to analyze DL company's internal and external environment,develop the network marketing strategy of DL company,and DL company how to implement network Marketing The marketing plan has been adapted to it.At last,this thesis not only has practical significance to DL company,but also for reference of "Internet plus" under the background of other liquor companies to carry out network marketing.