中国白酒品牌年轻化的营销策略研究——以YH白酒为例

Research on Marketing Strategies for the Youth-Oriented Transformation of Chinese Spirits Brands—A Case Study of YH Spirits

摘要: YH白酒是一家历史悠久的酿酒企业，近年来发展势头迅猛，已跻身中国白酒行业前五。然而，随着以“Z世代”为代表的年轻群体逐渐成为消费市场的主力，如何提升YH品牌在年轻消费者中的认知度及实现品牌年轻化，成为企业面临的重大战略营销挑战。为此，本文基于课题组的线上调研和实地访谈数据，使用logit回归分析、典型案例研究和Python网络爬虫等方法，研究分析了年轻消费群体对YH品牌的认知情况和白酒的消费和饮用偏好。研究发现：1) 极少数年轻消费者了解和购买YH白酒，多数消费者偏爱酱香型白酒，对YH主打的绵柔型口感评价较低；2) 以“Z世代”为代表的年轻群体更加偏好低度化的利口白酒，且对产品价格十分敏感；3) “去资本化”的、结合文化内容创新的“非入侵”式营销更能赢得年轻消费者的青睐。以上研究结论为有效开拓国内年轻化白酒消费市场提供了经验证据和理论参考。

Abstract: YH Spirits is a long-established distillery that has experienced rapid growth in recent years, now ranking among the top five in China’s spirits industry. However, as younger consumers, especially the “Generation Z” cohort, increasingly dominate the market, the challenge of how to enhance YH’s brand recognition among younger consumers and rejuvenate the brand has become a critical strategic marketing issue for the company. To address this, the paper draws on online surveys and field interviews conducted by the research team, employing logit regression analysis, case studies, and Python web scraping to analyze young consumers’ perceptions of the YH brand as well as their consumption and drinking preferences for spirits. The study reveals that: 1) Only a small number of young consumers are aware of and purchase YH spirits, with most preferring baijiu with a soy sauce aroma, while YH’s signature soft flavor is rated less favorably; 2) The younger generation, represented by Generation Z, shows a preference for lower-alcohol spirits and is highly sensitive to price; 3) “de-capitalized,” non-intrusive marketing approaches that integrate cultural content innovation are more likely to win over younger consumers. These findings provide empirical evidence and theoretical insights for effectively expanding the domestic spirits market among younger consumers.