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从塑造品质到塑造品牌 茅台镇品牌突围之路

2020-12-04 07:43  中国酒业新闻  佳酿网  字号:【】【】【】  参与评论  阅读:

2020年12月,世界整体的经济低迷并未从新冠带来的噩梦中缓解,对于白酒界而言,位于中国酒都的仁怀市茅台镇酱香酒产区,名酒特别是酱香酒依然保持强劲的增长态势,在品牌聚焦的当下,“酱酒热”成为新的酒界热词,可以预期它未来十年将迎来强劲的发展风口。

新一轮的发展机遇即将来临,谁能在这一波新机遇中把握趋势、调整自我迎来新的发展期,就可以在自己的“酱酒区域”占有重要地位,成为21世纪30年代的酒界新贵,市场王者。

CONGCHANNENGGUIMODEJIAODUERYAN,SHINIANDEFENGKOUJIYU,NENGWEIMAOTAIZHENCHANQUGONGXIANCHU2-3GEBAIYIJIPINPAI,GUO30WANDUNDECHANQUDIYUNJUBEICHENGZHANGBAIYIJIPINPAIDESHANGYEJIHUI。DANCONGLIXINGDESHIJIAOLAISHUO,RENHEPINPAIDECHENGGONGDOUBUSHIKONGXUELAIFENG,TAXUYAOCHIJIUDEJIANSHOU。

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01、茅台镇酱香酒品牌化五大短板

A、白酒营销大环境整体性低迷。经济大环境在新冠之后的整体性低迷,白酒营销在除酱香品类外的整体性下滑成为主流趋势。

B、酱香品类逆势增长。受茅台酒价格及高端酱酒价值飙升上扬的影响,酱香品类全线飘红,但消费趋势向大品牌,头部领军企业引领的集中化消费趋势明显;

C、急于品牌化,仓促上阵。茅台镇众多酒企迎来新一轮百舸争流千帆竞渡的品牌化竞争趋势,开始注重湖南幸运赛车塑造,但进取方向大多不以市场营销为核心,转而作眼于打造一个漂亮的企业门头,包装湖南幸运赛车并进行数典论祖,对硬件升级的兴趣永远大于对市场的投入。多数茅台镇企业生存根基仍是靠卖基酒的主营业务生存,在产品力,特别是品质支撑及包装形象支撑不足的情况下,但求观望和不坚决的品牌化道路必然迎来失败的结果。

D、ZHUNBEIBUZU,WUYINGXIAOLIANGDIAN。DICHENGBENTUIGUANGCELVE,ZUOSHANG、DENGSHANG、QIUSHANGDENGZHAOSHANGHEZUOXINTAIZAOCHENGPINPAIZHAOSHANGDEXIANTIANXINGBUZU,WUFAYINBAOSHICHANGLIANGDIAN,WUFAWEIPINPAISUZAOTIGONGSHIJIZHICHENG

E、BUJUBEITUANDUIJIXITONGDEYINGXIAOZHUNBEI。XIANDAIPINPAITUIGUANGYINGXIAODESANYAOSU:SHIJIANCHENGBEN、ZIJINCHENGBEN、RENLICHENGBEN,ZHEISHIYIDAOMENJIAN,YESHIYIZUODASHAN,DUOSHUQIYENANYIKUAYUE。

02、成长型品牌的市场营销战略

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03、品牌推广要素的“三易原则”

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BIZHERENWEI,JIANCHICHUANTONGDESHICHANGPINLEIDINGWEINENGGOUKUAISUZHAODAOSHICHANGSHENGCUNDETURANG,GENGLIYUSHIXIANPINPAIKUAISUCHENGZHANG。

04、品牌推广的九大要素

YAOSUYI,PINPAIMINGCHENG。XUANZEDEPINPAIMINGCHENGYAOLANGLANGSHANGKOU、JIANDANYIJI,QIEJUBEIWENHUAGONGXING,JUYOUJIANGJIUPINZHISHUXINGDEMINGCHENGYEHUISHIBANGONGBEI。

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YAOSUSAN,PINPAIDINGWEI。DUIPINPAIJINXINGWENHUADINGWEI,SHIQIPINPAIWENHUAJINYIBUZHANGXIAN、TUCHU,GENGFUHECHUANBOSHUXING。

YAOSUSI,PINPAIMAIDIAN。DUIPINPAIMAIDIANJINXINGJINGLIANDEGUINAHEZONGJIE,YUANZESHANGPINPAIMAIDIANDELUOLIEYUEDUOYUEHAO,DANZAIJUTIDETUIGUANGYINGYONGZHONGQUEXUYAOQUWEICUNZHEN,BASHANGPINSHUXINGZHONGGONGXINGDEBUFENRUOHUA,ZHANGXIANPINPAIDULIGEXING,SHIZHIZAITONGLEICHANPINZHONGHELIJIQUN。

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JIANGUPINLEISHUXINGZHONGBANYANDEJIAOSE,SHIPINPAIXINGXIANGGENGFENGMAN,SUODINGXINGXIANGCHANPINSUZAOXINGXIANG,LIZHUAXIAOLIANGCHANPINYINGXIAOSHANGLIANG,TUIGUANGZHULICHANPINCHUANGZAOLIRUN,XITONGDEPINLEIZUHENENGSHIPINPAIZOUDEGENGYUAN。

CONGPINZHISUZAODAOPINPAISUZAO,ZHEISHIYIGEZHANGQICHIXUDEFAZHANLICHENG,ZHIYOULIZUSHICHANGTUIGUANGDEDIANDIANDIDI,ZUODAOZHENGTISHANGZUNXUNSHICHANGGUIZE,BUBEILISHANGPINSHUXINGBENSHENDEJINGYINGHUODONG,SHOUQIZHENG,FANGNENGJIEQIQI。ZAIPINPAITUIGUANGZHONGZUODAOSUODINGMUBIAOSHICHANG,SHENGENGZHONGDIANSHICHANG,FAZHANJIHUISHICHANGSHIXINPINSHANGSHIDEBIYOUZHILU,ZHIRENZHONGERDAOYUAN,WEILAIKEQI。

    关键词:酒类营销 茅台镇 酱酒  来源:糖酒快讯  补一刀
    (责任编辑:程亚利)
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