白酒行业的品牌与营销模式创新

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1、505E025212刘化霜白酒行业的品牌与营销模式创新一以洋河蓝色经典为例ABSTRACTLiquormarket15alargeanddiversifiedmarket.SineeReformandOPeninguP，greatehangeshavetakenPlaeeinChinesemaero一eeonomieenvironment.GDPPercapitahasinereasedfromUSD168intheearlierReformandOPeninguPtonowadaysmorethanUSD2500.Withrapideconomiedevelop

2、ment，eontaetsamongPeoplearegettingincreasinglyfrequent.PeoPleasanaturalPerson15eontinuouslysoeializedoreeonomizedinaPositiveorPassivemaxmer.SoeialeontaetshavebeeomeanindisPensablelifeandworkstyle.InChina，abanquetwithoutwine15notabanquetaeeordingtotraditionaleulture，andliquor15neeessar

3、yforPersonalandorganizationaldeveloPment.Moreover，withincreasingimProvementoflivingstandardamongPeoPle，ChinesesPiritshasbeeomeasuPPlementtolifeandreereation.Inaecordancewithstatistiealdata，salesvolumeofliquorincludingChinesesPirits，wine，beer，rieewineandhealth一earewinereaehesnearly250，

4、000，000，000Yuan，eonsistingofover120，000，000，000YuanfromsPirit，100，000，000，000Yuanfrombeer，200，000，000，000fromdomestieandforeignwinesand7，000，000，000fromrieewines.Ontheonehand，fromtheasPeetoftimesdeveloPment，consumershavedifferentneedsandeonsumPtionPaternsindifferenttimes，takingonaehan

5、getrendfromhavingliquorforconsumPtion，consumingexeessively，eonsumingexPensiveliquor，consumingbrandedliquor，eonsumingliquorinaleisuredandPleasantmaner.Ontheotherhand，differenteonsumergrouPshavevariedPreferences，leadingtodiversifiedandPersonaleharaeteristiesofliquorconsUInPtion.Undersuc

6、hmaero一baekground，ChinesesPiritsindustry15faeingunPreeedentedoPPortunitiesandehallenges.BasedonoverallsituationsofChinesesPiritsindustryandeonsumPtionandstartingwithmaero一statusofsuchindustryandsPeeifiemiero一eases，thisartielefindsoutbasiethinkingandsPeeifiemethodsinaeeordaneewiththeor

7、iesrelatedtobrandmarketingandmarketingmodeandineombinationwithsPeeificPractieesofYanheBlueandClassie.TheauthoralsoPutsforwardlogierelationshiPamongbrand，marketingmodeandPeoPle一orientedmegamarketing.Theauthorbelievesthatbrandnameanswers“what15theProduet，，andthebusinessmodeanswers“howto

8、do，，.