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ID:31949738
大小:2.94 MB
页数:41页
时间:2019-01-29
《白酒行业的品牌与营销模式创新》由会员上传分享,免费在线阅读,更多相关内容在应用文档-天天文库。
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,,.
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