摘 要：进入21世纪以来，互联网的发展推动了经济全球化的进程，网络经济已经日益成为我们现实生活的一部分。一个企业选择恰当的网络营销策略，做到与传统营销优势互补、相互促进，才立于不败之地，开展网络营销已是摆在企业面前的现实问题。本文通过对五粮液、雪花啤酒等酒类企业的网络营销策略和绍兴黄酒的营销现状分析，根据网络营销理论提出了黄酒网络营销策略。
关键词：黄酒；网络营销；营销策略
中图分类号：TS262，F127 文献标识码：A
Research on Rice Wine’s Network Marketing Strategy
——Shaoxing Rice Wine as an Example
Meng Wanhua
（Economics and Management Department of Shaoxing Arts And Science Collage,Shaoxing Zhejiang 312000）
Abstract: The development of network has been promoting the process of economy globalization and the network economy has become an important part in our life since the 21stcentury. Only when the enterprise chooses a suitable network marketing strategy and combines it with traditional marketing strategies and stimulates each other could the enterprise be successful in the competition. So it is quite urgent for the enterprise to adopt network marketing strategy. By comparing Wuliangye and Snow Beer Enterprises’ network marketing strategies and analyzing the situation of Shaoxing Rice Wine’s marketing strategies, the paper presents network marketing strategy for Shaoxing Rice Wine based on the theory of network marketing strategy.
Key words: rice wine; network marketing; marketing strategy
