The case analysis of the blog marketing promotion of Wuliangye wine

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China wine industry King Wuliangye Group wholly-owned subsidiary-Wuliangye Wine Limited liability company and the largest Cross-platform blog communication network Bolaa, through the platform in the blog red wine enthusiasts organized a large-scale new wine experience theme activities. The use of Internet new media for its red wine products for large-scale marketing, this is the traditional brand-name liquor enterprises to use the Internet channel for an important marketing breakthrough. Activities after a few days to register for the experience of the number of participants to break through more than 6,000 people, the final Wuliangye wine companies in which selected from around the country's 500 well-known blog red wine Lovers participated in the event, respectively sent its new products, red for blog tasting. Bloggers experience new products, have published on its blog on the dry red Wu Liang ye guo Taste and evaluation, quickly in the blogosphere triggered a share of the red Wuliangye National Cognac, the evaluation of the upsurge, has been the industry's general concern. Wuliangye Company through this activity benefit is not shallow, not only the product quality obtains everybody's approval, the brand has been greatly promoted, but also actually promoted the product sale, many participates in the Activity the blog expresses wuliangye new product really tastes good, later they also will go to buy Wuliangye country cognac dry red.

According to Wu Ye country wine Industry company related responsible person Wang introduced, this activity is Wuliangye national cognac through the Internet to pass the enterprise brand and product characteristics of an important attempt, hope to find the way through the blog experience to open the network marketing breakthrough. With the flourishing of blogs in China in the 2006, some sharp-eyed businessmen have noticed the huge marketing business opportunities hidden in the blog, they no longer adhere to the traditional advertising of long-term heritage, but began to put new product information directly to the targeted end consumers in the middle, Among them, the consumption characteristics of the blog is very consistent with the audience positioning of wine products, therefore, Wuliangye Wine Company plans to use BOLAA Network Cross-platform Blog Channel Advantage, to the red wine lovers in the organization of a new product experience activities, that is, some consumers experience the actual taste of Wuliangye red, Blog to describe their own personal feelings and opinions, or around the wine culture to carry out a series of discussions, and further in the same properties of Bo friends in a wide range of dissemination, and gradually attract wine lovers to join Wuliangye Red wine Bo Friends League Circle, in order to achieve promotional products and cultivate a loyal user effect.

The founder of Experience Economy concept, "experience economy-work is theatre, business is drama" author Jamesgilmore Habit "See experience as a unique economic supply will open the key to future economic growth". Talking about the marketing of the exploration, Wuliangye wine industry company, said the relevant person, "and Bolaa network cooperation is Wuliangye brand in the marketing of a new attempt." About the blog experience, we hope that all of you in the experience of Wu Wuliangye National cognac can be true to express feelings, whether we are sure to put forward opinions, for us to further improve product quality are beneficial. ”

This blog experience is Wuliangye series of dry red wine, the product from the production of wine has the longest history, the highest quality of the world's most respected European countries directly imported high-quality raw wine filling production, then the blog will enjoy 100% of pure European wine. Wu Liang Ye Wine company head, through let the real taste of the blog Cognac Dry red wine, not only in the first time to obtain user experience firsthand information, and through the blog experience of Word-of-mouth transmission, more can make wine brand widely spread, stimulate consumers desire to buy, cultivate loyal user groups, Blog experience is a very effective way of marketing. Won the country Cognac dry red wine blog has said that such experience is very good, not only the first free access to the latest product experience opportunities, and the entire theme activities and products themselves have the cultural charm can be better to arouse people's hearts of emotional records, very can make people resonate.

From this we can foresee that ingredients's word-of-mouth communication will become one of the most effective ways of marketing. Compared with the traditional way of Word-of-mouth communication, based on the internet Word-of-mouth spread, in the spread of speed and the scope of the spread has occurred a qualitative leap, so the effect of advertising is also geometric multiplication, and to blog as the carrier of Word-of-mouth transmission is more accurate and high degree of trust in the spread of the characteristics of the promotion of corporate brand, but also more easily stimulate sales behavior.

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