高效外贸DOC：谷歌竞价的5种主要推广形式解析
中国银河证券投行消费组负责人袁宗在"2024第八届中国上市公司董秘年会"上指出：白酒出海需要构建"产品+渠道+营销"三位一体的战略体系。
China Galaxy Securities investment banking consumer group head Yuan Zong stated at the "2024 8th China Listed Companies Secretary Annual Meeting": Baijiu going global requires building a trinity strategic system of "product + channel + marketing".
一、白酒出海现状与挑战
1. Current Status and Challenges of Baijiu Going Global
根据海关总署数据：
• 2023年上半年白酒出口额28.74亿元
• 仅占行业总产量0.2%
• 龙头企业茅台海外收入占比不足3%
According to General Administration of Customs data:
• Baijiu export value in first half of 2023: 2.874 billion yuan
• Accounts for only 0.2% of total industry production
• Industry leader Moutai's overseas revenue less than 3%
二、白酒出海三大战略建议
2. Three Strategic Suggestions for Baijiu Going Global
产品策略：
1. 建立国际认可的标准体系
2. 开发符合当地饮酒文化的产品
3. 精准定位多元化需求
Product Strategy:
1. Establish internationally recognized standards
2. Develop products aligned with local drinking culture
3. Precise positioning for diversified needs
渠道策略：
• 跨境电商平台
• 海外旗舰店
• 国际酒展
• 免税渠道
Channel Strategy:
• Cross-border e-commerce platforms
• Overseas flagship stores
• International wine exhibitions
• Duty-free channels
营销策略：
创新营销方式：
- "白酒+中餐"组合营销
- 年轻消费者触达
- 数字化营销手段
Marketing Strategy:
Innovative marketing methods:
- "Baijiu + Chinese cuisine" combo marketing
- Reach young consumers
- Digital marketing tools
三、谷歌竞价5大推广形式
3. Five Main Google Ads Promotion Formats
1. 搜索广告(Search Ads) - 精准关键词投放
2. 展示广告(Display Ads) - 视觉化品牌曝光
3. 购物广告(Shopping Ads) - 产品直接转化
4. 视频广告(Video Ads) - YouTube等平台投放
5. 应用广告(App Ads) - 移动端应用推广
1. Search Ads - Precise keyword targeting
2. Display Ads - Visual brand exposure
3. Shopping Ads - Direct product conversion
4. Video Ads - YouTube platform placement
5. App Ads - Mobile app promotion
专家建议：白酒企业出海应结合谷歌竞价广告与内容营销，通过SEO优化提升品牌国际影响力。
Expert suggestion: Baijiu companies going global should combine Google Ads with content marketing, using SEO optimization to enhance international brand influence.