摘要：随着经济低迷、国家反腐、限制三公消费等原因，白酒行业进入了冬天。现在市场上的知名白酒，渠道冗长，价格透明，导致经销商都不赚钱，造成假酒横行的现象。因此，我们决定用移动互联网技术改造传统白酒行业，促进白酒产业升级，创建洋河好酒微信商城。洋河好酒微信商城通过对微信的二次开发，无需注册，自动识别登录，依托微信支付，方便、安全、快捷。洋河好酒商城是一个经过微信官方以及相关管理部门全面认证的手机商城。通过对微信的二次开发，无需注册登陆，自动识别微信号，依托微信支付，所以更方便、安全、快捷！我们商城与优质的酒类生产厂家进行对接，实现生产商直接到消费者的销售模式（F2C）,大大减少流通环节，降低成本，保证产品质量安全，让利消费者。75500

毕业论文关键词：营销 策划 微信商城 

Yanghe wine WeChat mall project marketing planning 

Abstract: As the economic downturn, the national anti-corruption, restrict the three-fair, liquor-making industry into the winter。 Famous liquor in the market now, channel is long, the price is transparent, lead to all dealers don't make money and the phenomenon of fakes, wandered。 Therefore, we decided to use the mobile Internet technology reform traditional liquor-making industry, the upgrade of liquor, create yanghe wine WeChat mall。 Yanghe wine WeChat mall through the secondary development of WeChat, without registration, automatic recognition login, relying on WeChat payment, convenient, safe and fast。 Yanghe wine mall is a mobile phone mall after WeChat official comprehensive certification and related management department agree to。 Through the secondary development of WeChat , automatic identification WeChat ID, relying on WeChat pay, you needn’t registration and landing,so it is more convenient, safe and fast! Our mall cooperate with liquor manufacturers with high quality and achieve sales model that manufacturers directly to the consumer (F2C)。 It greatly reduce circulation, reduce costs, ensure product quality and safety, and benefit consumers。 

Key Words：Marketing  planning  WeChat mall

目　录

一、前言 2

（一）公司简介 2

（二）成功宴酒简介 2

（三）产品与服务 3

（四）商业模式 3

（五）市场分析 4

（六）营销策略 5

二、产品服务介绍 5

（一）产品与服务 5

（二）传统白酒销售方式弊端 6

（三）传统酒类渠道与我们商城模式的对比 6

（四）成功宴酒类微信分销商城优势 6

（五）微信朋友圈传统营销弊端 7

（六）成为成功宴酒类微信商城会员的好处 7

三、市场分析 8

（一）市场调研 8

（二）市场容量分析 9

（三）宏观环境分析 9

四、目标市场营销 11

（一）市场细分 11

（二）确定目标市场 11

（三）市场定位