塔牌绍兴酒：数字化创新与传统手工酿制的双轮发展
案例编号：
CN_2025QT_1917
被浏览次数：
573
案例名称：
塔牌绍兴酒：数字化创新与传统手工酿制的双轮发展
译名：
Taipan Shaoxing Wine: Development of Digital Innovation and Traditional Handcrafted Brewing
案例作者：
王强、温童、刘玉奇、杨静、林欣颖
作者单位：
中国人民大学商学院、北京物资学院
译者：
-
案例企业：
浙江塔牌绍兴酒有限公司
行业：
制造业
学科领域：
数字化转型、创业与创新、其他
规模：
大型
案例语种：
中文
案例类型：
决策型
中文关键词：
塔牌绍兴酒、手工酿制、新零售、数字化、国有企业
英文关键词：
Taipan Shaoxing Wine, Handcrafted Brewing, New Retail, Digitalization, State-Owned Enterprise
中文摘要：
2016年以来，阿里巴巴、京东等互联网巨头率先开启以“新零售”为代表的一系列线上线下融合的战略转型，电商发展巨变也带动制造业企业加快线上线下融合进程。绍兴黄酒作为极具地域消费特点的产品，能否抓住机遇，实现自身的跨越有待探索。本案例回顾了浙江塔牌绍兴酒有限公司（以下简称“塔牌绍兴酒”）作为地方国有企业的数字化探索之路，解析了其线上线下融合的产品策略、价格策略、渠道策略和场景策略；探讨了其手工酿制的坚守与数字化竞争之间的冲突与超越。作为黄酒领域数字化的探路者，其新零售线上销售量占比已超过20%。但如何做大行业，手工酿制能走多远？仍有待观察。
英文摘要：
Since 2016, Alibaba and JD.com have pioneered strategic transformations centered on "New Retail," integrating online and offline operations. This shift in e-commerce has accelerated the convergence of digital and physical channels in the manufacturing sector. As a product with strong regional consumption characteristics, Shaoxing rice wine faces both opportunities and challenges in adapting to this trend. This case study examines the digital journey of Zhejiang Taipan Shaoxing Wine Co., Ltd. (hereinafter referred to as "Taipan Shaoxing Wine"), a local state-owned enterprise. It analyzes the company’s integrated product, pricing, channel, and scenario strategies for online-offline synergy, while exploring the tensions and breakthroughs between its adherence to traditional handcrafted brewing and the demands of digital competition. As a pioneer in digitalization within the rice wine industry, Taipan has achieved over 20% of its sales through New Retail channels. However, questions remain: How can the industry expand further? How sustainable is handcrafted brewing in the digital age? These challenges warrant ongoing observation.
适用对象：
本科|MBA|EMBA
编写方式：
采编
开发时间：
2024
入库时间：
2025
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