中高档白酒新品上市模式研究

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1、中高档白酒新品上市模式研究摘要：当下的白酒行业，推出中高档白酒是区域酒厂、地方酒厂实现区域扩张和利润追求的主要方向之一，以安徽口子窖为代表的推行“终端盘中盘”新品上市运作模式在市场运作中遭遇五大困境：买店费用升高，企业压力过大；小盘被诸侯割据，小盘扩张严重受阻；自带酒水严重，削弱终端销售的有效性；终端和消费者的戒备心加强，小盘启动难度大；企业费用的大量支出，忽略品牌形象传播。“终端盘中盘”模式不再实用于当今的白酒竞争需求。进一步研究发现，“终端盘中盘”的核心就是启动核心消费者，以意见领袖的消费带动大众

2、消费，“消费者盘中盘”就诞生了。文章第一章从白酒营销的环境变迁与消费者消费观念变革全面阐释白酒营销要符合消费者消费观念，在符合消费者消费观念的前提下引导消费者消费；第二章阐述了“终端盘中盘”核心概念及现状中遇到的困难；第三章到第七章重点阐述“消费者盘中盘”模式的核心思想及在实际操作中的要点。关键词：中高档白酒，新品上市，终端盘中盘，消费者盘中盘，小盘CentertheupscalewhiteliquornewproductgoesonthemarketthepatternresearchAbstrac

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