摘要随着互联网信息技术的不断创新，网络消费已经发展成为世界各地的主流趋势，传统的企业销售模式受到了很大的冲击，市场的占据额度持续大幅度减少。在当前电子商务飞速发展的当代社会，传统的企业在经营销售过程中应该如何顺应当前社会发展趋势，如何对传统的销售模式加以创新，如何在传统的销售模式基础之上进行改进创新，已经成为当前互联网为营销载体的社会背景之下亟待解决的重要课题。在山西，食醋生产企业数量多、产量大，但规模小、竞争压力大、营销渠道少、促销力度低，基于此，本文通过对山西醋业的营销相关内容进行探讨，经过内外部竞争环境和竞争条件下的态势分析出山西醋业发展的优势、劣势、机会和威胁，进一步分析其在目前存在的问题，并结合4P、O2O等理论或模式对山西醋业提出一些营销方面的优化策略。关键词：山西醋业；营销策略；互联网AbstractWiththecontinuousinnovationofInternetinformationtechnology,networkconsumptionhasbecomethemainstreamtrendallovertheworld.Thetraditionalenterprisesalesmodelhasbeengreatlyimpacted,andtheamountofmarketoccupationhasbeengreatlyreduced.Inthecontemporarysocietywiththerapiddevelopmentofelectroniccommerce,howshouldthetraditionalenterprisesconformtothecurrentsocialdevelopmenttrendandinnovatethetraditionalsalesmodeintheprocessofoperatingandselling.HowtoimproveandinnovateonthebasisoftraditionalsalesmodehasbecomeanimportantissuetobesolvedunderthecurrentsocialbackgroundofInternetasthecarrierofmarketing.InShanxi,thenumberofvinegarproductionenterprisesislarge,theoutputislarge,butBasedonthis,thispaperdiscussesthemarketingrelatedcontentsofShanxivinegarindustrythroughthediscussionofthemarketingrelatedcontentsofShanxivinegarindustrythroughthesmallscale,thecompetitionpressureislarge,themarketingchannelisfew,thepromotionintensityislow.Throughtheanalysisoftheadvantages,disadvantages,opportunitiesandthreatsofthedevelopmentofShanxivinegarindustryundertheinternalandexternalcompetitiveenvironmentandcompetitiveconditions,theexistingproblemsinShanxivinegarindustryarefurtheranalyzed,andcombinedwith4P,O2OandothertheoriesormodelsputforwardsomemarketingoptimizationstrategiesforShanxivinegarindustry.Keywords:Shanxivinegarindustry;Marketingstrategy;internet目录一、引言...........................................................11.选题背景与意义...............................................12.国内外文献综述...............................................13.研究方法与手段...............................................2二、相关理论概述....................................................31.O2O的概念...................................................32.SWOT理论....................................................33.4P营销理论..................................................3三、山西醋业营销现状................................................41.山西醋业简介.................................................42.山西醋业营销现状.............................................4四、山西醋业发展的SWOT分析.........................................51.山西醋业的优势...............................................52.山西醋业的劣势...............................................63.山西醋业的机会...............................................64.山西醋业的威胁...............................................7五、山西醋业发展存在的问题..........................................71.恶性竞争普遍存在，利润较低...................................72.生产规模小、技术落后，产品没有新意...........................83.品牌知名度低,品牌效应差..............
