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AbstractIn 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 2016, 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 s...
