CAJ | 학술논문

在白酒销售的低迷期，白酒企业营销继续体现出自我迷失和浮躁之风，表现为注重包装设计忽视质量创新、注重市场短期效益忽视企业自身特色、注重销售忽视营销、注重新兴营销手段忽视传统营销创新，这种情况非常不利于白酒企业未来的健康发展。本文分析认为，白酒营销的核心是满足白酒消费者的需求，白酒消费者对白酒的需求主要体现为身体需求和精神享受、人际交往、礼仪三个方面，其中最主要的是身体需求和精神享受。白酒营销的本质是为顾客创造白酒消费的价值，因此，白酒营销要回归本我，了解消费者的需求，为顾客创造白酒消费价值。为此，要立足社会责任感进行产品营销创新，在发掘和传承传统基础上进行文化营销创新，在传播白酒文明的过程中进行文明营销创新。同时，政府和社会要化解体制的制约因素、变革传统的经济增长方式，社会要树立健康消费和文明交际的意识，才能有助于白酒营销的回归与创新。
재백주소수적저미기，백주기업영소계속체현출자아미실화부조지풍，표현위주중포장설계홀시질량창신、주중시장단기효익홀시기업자신특색、주중소수홀시영소、주중신흥영소수단홀시전통영소창신，저충정황비상불리우백주기업미래적건강발전。본문분석인위，백주영소적핵심시만족백주소비자적수구，백주소비자대백주적수구주요체현위신체수구화정신향수、인제교왕、례의삼개방면，기중최주요적시신체수구화정신향수。백주영소적본질시위고객창조백주소비적개치，인차，백주영소요회귀본아，료해소비자적수구，위고객창조백주소비개치。위차，요립족사회책임감진행산품영소창신，재발굴화전승전통기출상진행문화영소창신，재전파백주문명적과정중진행문명영소창신。동시，정부화사회요화해체제적제약인소、변혁전통적경제증장방식，사회요수립건강소비화문명교제적의식，재능유조우백주영소적회귀여창신。
In liquor sales downturn, liquor enterprise marketing continues to reflect the self-lost and impetuous mood of itself, which is not conducive to the healthy development of liquor making enterprises in the future. This paper puts forward that liquor marketing should return to the id, understand consumers'demand, and create the liquor consumption value for customers. Therefore, marketing innovation should be based on the social responsibility; cultural marketing innovation should be made based on exploring and inheriting the tradition; and civilization-marketing innovation should be made in the process of spreading civilization. At the same time, the government and the society should eliminate the restriction factor, change the traditional mode of economic growth, and the society must set up a healthy consumption and cultural communication consciousness as well, which is conducive to the regression and innovation of liquor marketing.