宋河粮液品牌运作现状及提升对策研究

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1、AbstractTodayintheeconomicglobalization，acountry’Sdevelopmentcannotbeseparatedfromothercountries，andthedevelopmentofanenterpriseshouldtakethedomesticpotentialdemandinforeignmarketsintoaccount．Thecompetitionbecomesmorefierce．Afterthemeansofcompetitionsuchasl

2、abor,capital，technologyandSOon，brandcompetitionhasbecometheprimarymeansofworldeconomiccompetitiontoday．Intoday’Smarketcompetitiondramaticallyaccelerated，liquor-makingindustryinthefaceofincreasingindustryconcentration，productclassgrows，theinternationalcompet

3、itivesituation，brandmarketingbecomesthekeytoliquorenterprisestowin，brandalsobepushedtotheheightoftheenterprisestrategicmanagement．Inthispaperaccordingtothepresentsituationofliquor-makingindustryinourcountrythepresentbrandmarketingtoselectspecificcompanies—S

4、ongHegrainfluidgroup，usingthescientificmethodtoSongHegrainfluidbrandstrategyandwayofthinkingofasystematicanalysisandstudy,toSongHeliquorfromthescientificandreasonablemarketpositioning，brand，technology,culturalvalues，awarenessofascension，topromotetheimageof,

5、liquorbranddevelopmentandtheimprovementoftheextension，brandmarketingchannelsandnetworksaleschannelstoexpandsevenaspectsputforwardcountemleasuresandSuggestions．Hopeforsimilarliquorenterprisessolvetheproblemofbrandmarketingtoprovidethereference．Atpresent，thed

6、evelopmentofwineindustryinourcountry,especiallyinliquor-makingindustryanewdevelopmentopportunity,toseizetheopportunity,theenterprisemusttoguaranteethequalityofthewineatthesametimecorrespondingtoimproveliquorbrandimage．Theformationofabrandisalong—termprocess

7、，whichrequiresthewinecompaniessetupalong-termdevelopmentstrategy,establishandperfectthemarketregulationmechanism，real-timefocusoneverychangeofthemarket．ThisarticleisbasedonanalysisobjectofbrandupgradepolicyofSongHeLiquorgroup，usingdocumentanalysis，theoryana

8、lysisandsystemanalysismethodandcombineswithrelatedbrandtheory．SomebrandpromotingstrategiesforSongHeLiquorhasbeentakenaimedatthecurrentconditionofwhitespiritandSongHeLiquor’Spresentmarketingenvironment．