场景破局：酒业营销的第三种范式与增长新路径

Core Insights - The core viewpoint of the article is that the marketing landscape in the alcohol industry is undergoing a significant transformation, shifting from a product-centric approach to a user-centered and now to a scenario-based marketing paradigm [2][14]. Group 1: Evolution of Marketing Thinking - Traditional marketing focused on "what consumers need," while scenario marketing emphasizes "what consumers want to accomplish in specific scenarios," reshaping product development and communication strategies [4]. - The SJSF path (Set Scenario → Understand Task → Provide Solution → Create Experience and Communication) offers a clear action framework for companies to provide comprehensive solutions based on user tasks in scenarios [4]. Group 2: Core Mechanism of Scenario Marketing - The concept of "scenario saturation attack" reveals the operational logic of the third marketing paradigm, aiming for a "bC integrated closed loop" within the smallest marketing unit [6]. - Companies should focus on consumption scenarios rather than sales scenarios, achieving synchronized brand experience and consumer purchase in the same context [8]. Group 3: Systemic Support for Scenario Marketing - Successful scenario marketing requires systemic adaptation across the entire organizational structure, necessitating the establishment of agile "scenario departments" to integrate product, promotion, and communication strategies [9]. - The "scenario overflow roadmap" and modular organization are essential for replicating successful models across various scenarios [9]. Group 4: UGC as a Measure of Effectiveness - In the era of user-generated content (UGC), it has become a key indicator of whether products are genuinely moving in the market, relying on authentic consumption scenarios for effective dissemination [13]. - Brands must engage in scenario-based operations to stimulate user creativity and sharing, transitioning from brand output to user expression [13]. Group 5: New Era of Alcohol Marketing - Scenario marketing is validated as a third marketing paradigm, integrating products, users, channels, and communication into a cohesive strategy [14]. - Successful companies will be those that can identify real user tasks in specific scenarios and provide complete solutions, fostering a new type of user relationship that transcends mere transactions [16].