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。

SHOUXIANSHIGAOPINZHIDEFAZHAN。ZHIYOULIZUSHENGCHANDUANNIANGZAOGAOPINZHIDEJIANGJIUCAIJUBEICANYUXINYILUNSHICHANGBOYIDEJIHUI，XIANZAIDESHICHANGSHANGSHIQUEJIANGJIU，DANSHIZUIQUEDESHIZHILIANGHAODEJIANGJIU，ZHIYOUJIAOTASHIDIJIANSHOUPINZHI，ZUOYOUZHIJIANGJIUDEQIYE，CAIYOUSHICHANGCHENGGONGJIHUI。QIYEZHIYOUTONGGUOPINZHISUZAOHANGSHILEQIYEJICHU，CAINENGCONGGENBENSHANGSHIXIANSUZAOPINPAI、DAZAOJIUJIEXINGUIDEXIANJUETIAOJIAN。

QICI，PINPAISUZAOSHIQIYEZOUXIANGCHENGGONGDEYOULIBAOZHANG。ZAIXINSHIQI，PINPAIHUALUXIANMIANLINHENDUOJIHUI，DANTIAOZHANYEWUCHUBUZAI，JINGPINTONGZHIHUAJINGZHENGJILIE，SHANGSHIXINPINSHOUDAOJINGPINDIZHI、TONGLUJUJUE、XIAOFEIZHEBURENTONGDENGGEFANGMIANDEKAOYAN，NENGFOUJINGSHOUZHUSHICHANGKAOYAN，SHIXINPINNENGFOUZAISHICHANGSHENGCUNXIALAIDEBIAOZHI。WULUNNIDEGUIHUADUOMEWANMEI，ZAISHICHANGSHIJICAOZUOZHONG，FUHEXIAOFEIPIANHAODECHANPINJIAZHISHIZHONGYONGYUANFANGDAODIYIWEI。

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

PINPAICHENGZHANGYISHI，JINXINGSHICHANGPINPAIGUIHUASHIBIXIUKE，ZAIPINPAISUZAOZHONGDUISHICHANGQUYUJINXINGXIFENDINGWEISHISHOUYAOJICHU，DUOSHUBAIJIUPINLEIZAIMIANDUISHICHANGSHIBAQUANGUODANGCHENGYIPANQI，ZUOLEBIANDIKAIHUADEMEIMENG，DANXIANSHIQUEHENGUGAN，ZAIPINPAIJICHU、ZIJIN、RENLIZIYUANDENGBAOZHANGXIANGWEIDACHENGTIAOJIANQIAN，LIZUQUANGUOSHICHANGDEDINGWEISHIYIJUKONGHUA，SUOYIYAOXIFENSHICHANGQUYU，DINGWEISHIHEPINPAISHENGCUNDESHICHANGQUYUSHIGUANJIAN，SUODINGMUBIAOQUYUZHIHOUJINXINGSHENDUDIAOYAN，WANCHENGRUSHIDEGONGKE。

DIERBU，XINGXIANGXIANXING。JINXINGPINPAISHENGENGYAOXINGXIANGXIANXING，DUIMUBIAOSHICHANGJINXINGJINGZHUNDINGWEIHOUYAOJIEJUECHANPINLUODIBIXUJINXINGBIYAODEXINXICHUANBO，XIAOFEIZHEDUIPINPAIDERENZHISHICHANPINXINGXIAODEJICHU。FUHECHANPINWENHUASHUXINGDEMINGXINGDAIYANHUIRANGCHANPINXINXICHUANBODASHANGTUIGUANGDEKUAICHE。

DISANBU，SUODINGHEXINQUDAO。DUIHEXINTUIGUANGQUDAOJINXINGMIJISHITOURUTUIGUANG，ZHENGHERENLI、WULI、JIEQICUXIAODENG，BUJIANDUANDETUIGUANGCHUANBOJIXIAOFEIHUANXINGDOUSHIBAOZHENGHEXINQUDAOHUOLIDEZHONGYAOYINSU，BIKAIZHUYAOSHICHANGJINGPINDEJIAGEQUJIAN，JINXINGCHAYIHUAXINGXIAO，YANGZHANGBIDUAN，BAOZHENGHEXINQUDAOHEXINPINLEISHANGLIANG，SHIXIANXIAOLIANGDIZENGSHIJIYAJINGPINSHICHANGKONGJIANDEZHONGYAOSHOUDUAN。

03、品牌推广要素的“三易原则”

JIANYIJIUSHIQUFANJIUJIAN。ZAIPINPAITUIGUANGZHONGJIHUIFUZAHUA，FANGFASHANGDEJIANDANYIXING，RONGYIBEILIJIEHEZHIXING。

SHEJIFUZADESHANGYEMOSHIZAIPINPAITUIGUANGZHONGWANGWANGHENNANQUDECHENGGONG，TONGCHANGZAIJIEDUHERENZHISHANGBUMINGLANGHUA，JIEJUEBULEXIAOFEIZHEDUIPINPAIDEXIAOFEIKANGXING，KUAISUDADAORENZHIHEXIAOFEICHANGSHI，WOMENSHOUYAOZUODESHISHIDONGXIAO，YIQIESHICHANGHUODONGDESHEJIJUNYISHIXIANCHANPINDONGXIAOWEIMUDE。

BIANYIJIUSHIFANGFASHANGDEBIANHUA。BIZHEZAISHICHANGYANJIUZHONGFAXIAN，CHUANGXINDEYINGXIAOCHANGSHISUIRANYENENGQUDESHICHANGCHENGGONG，DANYECUNZAIHENDADEJINGYINGFENGXIAN，HENDUOWEIJINGYANZHENGDEYINGXIAOFANGFAHESHOUDUANTONGCHANGZHIBUYUSHIYANSHISHIDEBIMENZAOCHE，ZAIXIANSHIDEYINGXIAOHUODONGZHONGWANGWANGSHOUZU。

KEYITONGGUOXUEXIJINGPINCHENGSHUDESHICHANGCAOZUOFANGFA，TONGGUOJIAYILIANGDISHICHANGDECHAYIHUAJIAYIBIANHUABINGZAIYIDIJINXINGTUIGUANGSHIJIAN，ZHEIYANGDEBIANYICAOZUOWANGWANGNENGQINGYIQUDESHICHANGCHENGGONG。

BUYISHIJIANCHICHUANTONGDESHICHANGDINGWEI。XIN、QI、GUAI、YIDEYINGXIAOSHOUDUANNENGGOUBOQUSHICHANGYANQIU，DANYEYIWEIZHEGAOANGDETUIGUANGCHENGBEN。

JINJINIANZAIMAOTAIZHENCHANQUCHUXIANLEBUSHAOJIANGJIUCHANPINJIANKANG+DEJIANGXIANGXINGBAIJIUDINGWEI，BIRUSHUOYOU：MAKAJIU、LANMEIJIU、FUPENZIJIU、WEIFENZIJIU、××ZHONGYIZHUANJIAYANFADEPEIFANGJIANGJIUDENG，WUYILIWAIZAISHICHANGTUIGUANGZHONGMIANLINTONGLUXIAZHAIBINGYUELAIYUEXIAOZHONGHUADEKUNJING。

PINLEIYINGXIAOCHUANGXINQUESHIKEYIYINLINGSHICHANGXIANHEBINGNENGCONGGENBENSHANGSHIXIANCHANPINDECHAYIHUA，DANCONGCHANPINGONGXINLISHANGLAIKANWANGWANGBUYIQUDECHENGGONG，XIANZAISHICHANGSHANGANCIDINGWEIDECHENGGONGPINPAIBIRUHONGMAOYAOJIU，ZHEILEICHANPINWANGWANGYOUJIANZIHAODEYAOPINSHENPILIUCHENG，YAOJINGGUOLINCHUANGYANZHENGDENGZONGHEPINGGUHOUCAINENGPIFUSHANGSHI，ERWOMENYIXIANGQINGYUANDERENWEIZIJIDESHIJIANKANGHAOCHANPIN，YINWEIQUESHIZHEIXIEJIBENGONGXINLIDERENZHENG，ZHEIYANGDECHUANGXINYINGXIAOWANGWANGSHIYULIXIANG，ZHONGYUSHICHANG。

BIZHERENWEI，JIANCHICHUANTONGDESHICHANGPINLEIDINGWEINENGGOUKUAISUZHAODAOSHICHANGSHENGCUNDETURANG，GENGLIYUSHIXIANPINPAIKUAISUCHENGZHANG。

04、品牌推广的九大要素

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

ZONGTILAIKANPINPAIMINGCHENGYAONENGGOUQUDEXIAOFEIZHEXINZHISHANGDERENTONG，HENDUOSHENGZAOCI，SHENGZAOZICHONGRENPINPAIMINGCHENG，ZAITUIGUANGZHONGZIYUANQISHUO，ZISHUOZIHUA，ZHEIZHONGXIANTIANBUZUDEMINGCHENGSHUXINGZAITUIGUANGZHONGHUIFUCHUGAOEDECHUANBOCHENGBEN，CONGYIDINGCHENGDUSHANGZHUDINGLEBUNENGZOUYUAN。

YAOSUER，PINPAIXUETONG。PINPAIDEGUISHUDIJISHENGCHANQIYEGUIMO、HUNANXINGYUNSAICHEDENGJUNSHIPINPAIDEGUANJIANPINZHIJIYIN，ZHEISHIPINPAIDEXUETONG。YIGELIANGHAODEPINPAIXUETONGJUBEICHUANBOSHANGDEYOUSHIHELIANGHAODEKOUBEIXIAOYING，SHIJUEDINGPINPAINENGZUODUODA、NENGZOUDUOYUANDEGUANJIANYAOSU。

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

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

YAOSUWU，PINPAIHEXINSUQIU。HEXINSUQIUSHIYONGLAIGAOZHIXIAOFEIZHEDEZUIZHIDARENXINDEYUYAN，WULUNSHIQINGGANSUQIUHAISHIPINZHISUQIU，QIZHONGJIEMUBIAODOUSHISHIXIANKUAISUCHUANBODEMUDE，WOMENTONGCHANGLIJIEDEGUANGGAOYUWANGWANGSHICILEIHEXINSUQIUDEDAIBIAOXINGYUYAN，TAHUICHENGWEIYIGEPINPAIQIAODONGSHICHANGDEZHIDIAN。

ZHEIGEHEXINSUQIUBUSHIYICENGBUBIANDE，SUIZHECHANPINZAISHICHANGTUIGUANGZHONGDEJIEDUANYOUSUOBUTONGQIHEXINSUQIUHUIBIANHUAYISHIYINGSHICHANGXUYAO。

YAOSULIU，PINPAIXINGXIANG。PINPAIXINGXIANGSHIYIGEPINPAIDEXITONGZUHEYUYAN，TAYOUBAOZHUANGTIXI、SHENGCHANTIXI、TUIGUANGTIXIDENGJIDAYAOJIANGOUCHENG，QIZONGHEXINGCHENGLECHANPINLI，SHICHANPINDEZUIZHIGUANYUYAN，SHIPINPAITUIGUANGZHONGDEHEXINYAOSU。

YAOSUQI，PINPAIDESANHUAYINGYONG。PINPAIDESANHUAYINGYONGZHILUODI、CHUANBO、TUIGUANGXIAOLVDENGSANXIANGYINGYONGTIXI。

QIZHONGPINPAILUODISHIJINRUSHICHANGDEXIANJUETIAOJIAN，HANGAIJIAGECELVE、PINLEICELVE、PUSHICELVEDENG;ZAIPINPAICHUANBOZHONGJIEHECHUANTONGMEITIHEXINMEITI，JIEHELUODISHICHANGDEDIYUWENHUATEZHENGJINXINGXUANCHUANCELVESHEJI，KEXUEDECHUANBOPEIZHINENGGOUSHIYOUXIANDEZIJINFAHUIZUIDAHUAZUOYONG，DONGDIANGUANGGAOXUE，DUIYUMUBIAOSHICHANGDECHUANBOCELVEJINXINGJINGZHUNHUADINGYIZAICHANPINTUIGUANGZHONGXIANDEFEICHANGZHONGYAO;TUIGUANGXIAOLVSHIZHIMUBIAORENQUNDECHUANBOJINGZHUNSONGDALV，YOULECHANPINLUODIHECHUANBOCELVE，TUIGUANGXIAOLVZAIRUSHITUIGUANGZHONGDEDONGTAIBIANHUAYAOSUISHIZHANGWOBINGGENJUDONGTAIBIANHUAZUOCHUYINGDUIDIAOZHENG。

YAOSUBA，PINPAICHUANBO。RUHEXUANZEHAOCHUANBOZAITI，SHIDANGDEMEITIXUANZEPEIHENENGZAIKONGZHONGWEIPINPAITUIGUANGSHULILIANGHAODEPINPAIXINGXIANG，DANZAIJUTITUIGUANGZHONG，RUZAITIYANDIANKAIZHANYIDUIYIDEGOUTONGTUIGUANGJIKAIZHANPINJIANHUODONGYESHIYIGEHENHAODEJIBENZAITI，ZAIDANGXIADESHICHANGTUIGUANGZHONGYESHOUXIAOMINGXIAN，CONGTIYANDIANDAILAIDELIANGHAOKOUBEIXIAOYINGHESHISHIZHUAZHUYIJIANLINGXIULEICHUANBOSHOUDUANWEIXINPINPAIJINRUSHICHANGDAXIALEYIJIQIANGXINZHEN。

YAOSUJIU，PINPAIJIEGOU。XIFENPINPAIJIEGOU，DINGYIMEIGEPINLEIZAIPINPAITUIGUANGZHONGBANYANDEJIAOSE，PINPAIJIEGOUZHONGTONGCHANGYOUXIAOLIANGCHANPIN、GAODUANXINGXIANGCHANPINHEYINGLICHANPINZUCHENG，QIZHONGXIAOLIANGCHANPINSHIPINPAIJIEGOUZHONGDEGUANJIANHEXINDANPIN，SHICHUANBOTUIGUANGDEZHONGDIAN，NENGCHENGZAIPINPAI65%YISHANGDEXIAOLIANGLAIYUAN。

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

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