浅谈江小白营销策略分析内 容 摘 要在江小白的成功开拓下,许多白酒企业纷纷介入,一夜间青春小酒成为了该行业的红海,江小白面对如此激烈的竞争,江小白原本的营销策略已经不适应这种局势,让它的销售量增长有些乏力。本文以江小白为主要研究对象,通过对江小白的营销现状分析,运用理论与实践历史与现实相结合的营销理论,系统地总结了江小白品牌在市场营销中存在的问题,结合中国白酒品牌的发展情况,对江小白进行了 SWOT 分析,从产品、价格、渠道、促销等方面提出了改进的对策和建议。根据江小白品牌的营销现状,在产品方面江小白品牌应该通过完善产品结构,加大产品的研发力度;在价格方面,江小白品牌应该通过渗透定价法和习惯定价法,不断优化产品价格现状;在渠道方面,江小白品牌要强化渠道划分,通过“线上+线下”的方式优化营销渠道;在促销方面,江小白品牌可以不断加强线上信息推广,同时重视节日促销活动。关键词:江小白;营销策略;SWOT 分析IAnalysis on Marketing Strategy of Jiang Xiao BaiAbstractWhite wine, has a long history and culture in China. In recent years, as people economic level gradually improve, young people gradually become the main consumption, liquor industry has been shifting. With the successful development of Jiang Xiao Bai, many liquor companies have stepped in. One night young wine has become the red sea of the industry. Jiang Xiao Bai has faced such fierce competition, and Jiang Xiao Bai's original marketing strategy has not adapted to this situation. , So that its sales growth is a bit weak.This paper systematically summarizes the problems of Jiang Xiao Bai's brand in marketing through the analysis of Jiang Xiao Bai's marketing status, using marketing theory that combines theory and practice, history and reality, combined with the development of Chinese liquor brands, SWOT analysis was carried out on Jiang Xiao Bai, and countermeasures and suggestions for improvement were put forward in terms of products, prices, channels, and sal...