大数据背景下白酒企业出口营销战略发展与分析

针对大数据背景下白酒企业出口营销战略的发展进行分析。利用SWOT法对当前的白酒企业进行分析可以发现,白酒企业发展优势为企业品牌文化、技术研究与开发、管理平台构建;劣势为市场发展均衡性较差、掌控销售渠道的能力较弱及专业人才储备存在漏洞;机会为行业内部的各自分化、电子商务发展趋势明显和白酒消费者情感诉求;威胁为行业政策限制、产品结构风险、代替品多元化发展和假冒伪劣产品不断出现。基于白酒企业SWOT分析,构建SWOT矩阵,并分别设计SO、WO、ST、WT出口发展战略。经综合分析,对于白酒企业出口提出以下建议:科学选择目标市场,将目标市场的选择定位在东南亚、港澳台、日本、韩国以及其他国家与地区;合理选择分销渠道,注重中间商选择和连锁店建设;营销模式选择,利用白酒产品交流会和国际电子商务平台销售产品。

Development & Analysis of Export Marketing Strategies of Baijiu Enterprises under the Background of Big Data

The export marketing strategies of Baijiu enterprises under the background of big data were analyzed by using SWOT method. The advantages of Baijiu enterprises included brand culture, technical research & development, and the construction of management platform. The disadvantages included poorly-balanced market development, weak control of sales channels, and the loopholes in professional talent reserve. The opportunities included internal differentiation within the industry, e-commerce development trend and consumers’ emotional appeals. The threats included policy restrictions, product structure risks, diversified development of substitutes, and counterfeit products. Based on SWOT analysis, the SWOT matrix was constructed and the development strategies of SO, WO, ST and WT were designed respectively. As a result, the following advice was put forward: scientific selection of target market;rational selection of the distribution channels, focusing on broker selection and chain store construction;selection of marketing mode, making full use of trade fairs and international e-commerce platforms.