Construction and optimization of the digital marketing ecosystem for Baijiu enterprises: A case study of Kweichow Moutai Group
With the rapid development of digital economy, the traditional marketing model of Baijiu enterprises has been difficult to meet the needs of consumers in the new era. Facing the digital wave, the Baijiu industry has explored digital transformation to enhance brand influence and market competitivenes...
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| Format: | Article |
| Language: | English |
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Editorial Department of China Brewing
2025-03-01
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| Series: | Zhongguo niangzao |
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| Online Access: | https://manu61.magtech.com.cn/zgnz/fileup/0254-5071/PDF/0254-5071-2025-44-3-299.pdf |
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| _version_ | 1850040582582304768 |
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| author | TIAN Wuxu, TONG Jun |
| author_facet | TIAN Wuxu, TONG Jun |
| author_sort | TIAN Wuxu, TONG Jun |
| collection | DOAJ |
| description | With the rapid development of digital economy, the traditional marketing model of Baijiu enterprises has been difficult to meet the needs of consumers in the new era. Facing the digital wave, the Baijiu industry has explored digital transformation to enhance brand influence and market competitiveness. The current digital marketing status and existing problems of Moutai Group was analyzed by sorting out digital transformation theory, customer relationship management theory and market positioning theory. The path was proposed to build and optimize the digital marketing ecosystem, including the construction of digital content production, management and operation ecology, as well as the implementation of safeguard measures. The research results had important practical significance and theoretical value to the digital transformation of Moutai Group and the whole Baijiu industry. |
| format | Article |
| id | doaj-art-a5aae75b6f064e11abcf852a62d6b7c5 |
| institution | DOAJ |
| issn | 0254-5071 |
| language | English |
| publishDate | 2025-03-01 |
| publisher | Editorial Department of China Brewing |
| record_format | Article |
| series | Zhongguo niangzao |
| spelling | doaj-art-a5aae75b6f064e11abcf852a62d6b7c52025-08-20T02:56:02ZengEditorial Department of China BrewingZhongguo niangzao0254-50712025-03-0144329930410.11882/j.issn.0254-5071.2025.03.045Construction and optimization of the digital marketing ecosystem for Baijiu enterprises: A case study of Kweichow Moutai GroupTIAN Wuxu, TONG Jun0Department of Business Administration, Moutai Institute, Zunyi 564500, ChinaWith the rapid development of digital economy, the traditional marketing model of Baijiu enterprises has been difficult to meet the needs of consumers in the new era. Facing the digital wave, the Baijiu industry has explored digital transformation to enhance brand influence and market competitiveness. The current digital marketing status and existing problems of Moutai Group was analyzed by sorting out digital transformation theory, customer relationship management theory and market positioning theory. The path was proposed to build and optimize the digital marketing ecosystem, including the construction of digital content production, management and operation ecology, as well as the implementation of safeguard measures. The research results had important practical significance and theoretical value to the digital transformation of Moutai Group and the whole Baijiu industry.https://manu61.magtech.com.cn/zgnz/fileup/0254-5071/PDF/0254-5071-2025-44-3-299.pdfbaijiu enterprises|digital marketing|digital transformation |
| spellingShingle | TIAN Wuxu, TONG Jun Construction and optimization of the digital marketing ecosystem for Baijiu enterprises: A case study of Kweichow Moutai Group Zhongguo niangzao baijiu enterprises|digital marketing|digital transformation |
| title | Construction and optimization of the digital marketing ecosystem for Baijiu enterprises: A case study of Kweichow Moutai Group |
| title_full | Construction and optimization of the digital marketing ecosystem for Baijiu enterprises: A case study of Kweichow Moutai Group |
| title_fullStr | Construction and optimization of the digital marketing ecosystem for Baijiu enterprises: A case study of Kweichow Moutai Group |
| title_full_unstemmed | Construction and optimization of the digital marketing ecosystem for Baijiu enterprises: A case study of Kweichow Moutai Group |
| title_short | Construction and optimization of the digital marketing ecosystem for Baijiu enterprises: A case study of Kweichow Moutai Group |
| title_sort | construction and optimization of the digital marketing ecosystem for baijiu enterprises a case study of kweichow moutai group |
| topic | baijiu enterprises|digital marketing|digital transformation |
| url | https://manu61.magtech.com.cn/zgnz/fileup/0254-5071/PDF/0254-5071-2025-44-3-299.pdf |
| work_keys_str_mv | AT tianwuxutongjun constructionandoptimizationofthedigitalmarketingecosystemforbaijiuenterprisesacasestudyofkweichowmoutaigroup |