本科论文摘 要互联网的蓬勃发展使媒体环境发生变化，企业媒体策略的重心也由传统媒体向新媒体发生转移。青岛啤酒是我国盈利能力最强的啤酒企业，能够连续十六年稳坐中国啤酒行业品牌价值排行榜的榜首，与它优质的媒体策略不无关系。分析青岛啤酒新媒体营销的得与失对其他企业具有重要指导意义。本文以青岛啤酒为研究对象，选取奥运营销、博物馆营销、啤酒节营销等具有代表性的营销活动，对其中的新媒体运用情况进行了重点分析。总结出青岛啤酒新媒体营销中其他企业可以借鉴的几条经验：以质量为本、实施文化驱动、重视事件营销、实施差异战略等；也对青岛啤酒新媒体平台利用率低、线上线下缺乏联动等问题给出了完善建议。关键字：青岛啤酒，新媒体营销，事件营销本科论文AbstractThe booming Internet has changed the media environment, and the focus of corporate media strategies has shifted from traditional media to new media. Tsingtao Brewery is the most profitable beer company in China. It has been able to sit firmly on the top of the Chinese beer industry brand value list for 16 consecutive years, and it has nothing to do with its quality media strategy. Analyzing the gains and losses of Tsingtao's new media marketing has important guiding significance for other companies.This article takes Tsingtao Brewery as the research object, selects Olympic marketing, museum marketing, Oktoberfest marketing and other typical marketing activities, and analyzes the use of new media among them. Summarized several experiences that other companies in Tsingtao Brewery's new media marketing can draw on: quality-oriented, implementation of cultural drive, emphasis on event marketing, implementation of different strategies.It also gives suggestions for the problems in Tsingtao Brewery's new media marketing: low platform utilization and lack of online and offline linkage .Key words: Tsingtao beer, New media marketing, Event marketing本科论文目 录前 言.....................
