当下的白酒行业随着竞争门槛的提高、竞争水平的提高，新品牌新产品想要在激烈的市场竞争中谋求发展，已经越来越难。企业在新品开发环节也越来越慎重，经销商在代理新品、运作新品过程中也是频频“触雷”。寻找一种新的营销模式、营销思路让新品培育时间缩短，提高新品成功率是酒企和众多白酒行业营销从业者的不变追求。

XIAMIAN，BIZHEJIUCONGJIEHEZISHENDEJIUQIXIAOSHOUYUGUANLIJINGLI，CONGYINGXIAOCENGMIANJIANYAOTANTAN，XIWANGNENGGOUJIWOMENZHONGDUOJIUQITIGONGYIZHONGXINDESHIJIAOYUSILU，RANGWOMENDEJIUQIHEJINGXIAOSHANGZAIYUNZUOXINPINDEGUOCHENGZHONGSHAOZOUWANLU。BAIJIUXINPINYAOXIANGZAIYIGEXINDEMUBIAOSHICHANGYUNZUOCHENGGONG，SHOUXIANBIXUQUEDINGSHICHANGDEGUANJIANHEXINYUNZUOCELVE。

HEXINCELVEDEQUEDINGYIDINGSHIYIJUNEIWAIBUZIYUANSHULIHOUQUEDINGDEYOUSHITIAOJIAN。BIZHERENWEIYIXIAJIDIANSHIWOMENGUANGDAJIUQIGUANLIZHEYINGGAIZHUYIDEFANGXIANG。DIYI，QUEDINGZHAOSHANGCELVE。DIER，QUEDINGZHUTUICHANPIN。DISAN，QUEDINGQUDAOYUNZUOCELVE。DISI，QUEDINGQUDONGLI。JIANGSUYIJIAJIUQIZHENGSHITONGGUO“BIANPINGZHAOSHANG、JUJIAOHEXINCHANPIN、YOUXIANYUNZUOCANYINQUDAO、YIKEGANZHILIRUNZUOWEIZHUQUDONGLI”CELVEDELUODIZUIZHONGZAIHUANANSHICHANGDASHASIFANG。

一、白酒新品市场运作四大核心策略

1、JIEJUEZHAOSHANGWENTIDEHEXINCELVE

ZHEIJIAQIYEJIWODEQIFASHITONGGUOJUJIAODAZAOYANGBAN，JINGZHUNXUNZHAOZHAOSHANGZHUTI，CHUANGXINZHAOSHANGXINGSHI，YANGEBAKONGZHAOSHANGSHULIANG，ZUIZHONGZUODAOJINGZHUNYOUXIAOZHAOSHANG。ZHEIJIAJIUQIDEZHAOSHANGXUANZESHIJUJIAOZHUSANJIAO，TONGGUOJIANGSUTONGXIANGHUIJINXINGZHAOSHANGQIDONG，YIXIANJISHICHANGWEIDANWEIJINXINGZHAOSHANG，YUANZESHANG1GECHUANTONGJINGXIAOSHANG+NTUANGOUSHANG。HOUQISUIZHESHICHANGDEFAZHAN，JINGXIAOSHANGZUZHIZHUJIANZHONGZU，MANMANXINGCHENGLE1GEDIJISHI1GEQUDAOSHANG+NGETUANGOUFENXIAOSHANG+NGEFENXITONGKASHANG。

2、JINGXIAOSHANGGUANLIDEHEXINCELVE

前期对经销商的管理模式也是比较粗放，主要是在统一价格政策的基础上，明确厂商职责(厂家主导做市场，经销商负责配合厂家进行团购、宴席等核心渠道的补充建设)，再通过一整套管理体系输出对经销商进行规范化管理，最后在人员投入、消费推广上聚焦核心经销商进行费用前置。总结一下就是“统一政策、明确责任、管理输出、费用前置”。

3、JUJIAOHEXINCHANPINDEHEXINCELVE

JUJIAOHEXINCHANPINJIUSHISHIZHONGJIANCHIZHULIYUNZUOCHANPIN3NIANBUBIANDEDIXIAN。DUJUEDUOCHANPINYUNZUODAILAIDEBUGOUJUJIAOWENTICHUXIAN。LIRUNFENPEIFANGMIANCAIQUCHAYIHUACELVE，JIJINGXIAOSHANGCHANGLI、TUANGOUSHANGDALI、ZHONGDUANSHANGBAOLI。YOUXIANKAOLVHEXINZHONGDUANHETUANGOUKEHUDELIRUNSUQIU。

4、QUDAOYUNZUODEHEXINCELVE

CANYINYOUXIANTIXIANZAIYIXIAJIGEFANGMIAN：DIYI，YOUXIANQIDONGB、CLEICANYINQUDAO，TONGGUOZHEIBUFENCANYINDAIDONGQITAQUDAOFAZHAN;DIER，CHUANGXINPANZHONGPANMOSHI，CHULECHANGGUIDEPINGGAIFEIHEHELILIRUNCIJIJIUDIANLAOBAN、FUWUYUANWAI，EWAITONGGUOYURENWUGUAGOUDE“FAGONGZI”XINGSHIFAZHANANCU，TIGAODANDIANXIAOLIANG;TONGSHI，ZAICANYINWANGDIANDEZHONGDUANSHENGDONGHUAFENWEIBUZHISHANGYESHIJINXINGQIANZHIXINGTOURU。

TUANGOUFANGMIAN，GANGJINRUSHICHANGHOU，TUANGOUMOKUAIDEQIDONGZHUYAOSHIKANDAODANGDIJIANGSURENGAOJIANZHUXINGYEDEBIJIAODUO，SUOYIQIANQIDEQIDONGZHUYAOJUJIAOZAIJIANZHUXINGYE。TONGSHI，JIANZHUXINGYEDETUANGOUSHITONGGUOZANZHUQIYENIANHUIHEMAIZENGHUODONGJINXINGQIERU。LINGWAI，TUANGOUQUDAODEFAZHANYESHIJIAJIEJINGXIAOSHANG、TUANGOUSHANGDUIMUBIAOTUANGOUXITONGJINXINGJUJIAOTOURU，ZUODAOZUOJINGBUZUODUO，QIANGDIAOZHUANHUALV。ZAIQITAQUDAODEDUOFANGMIANYINGXIANGDAIDONGXIA，TONGGUOYIDIANDAIMIAN，ZHUJIANSHENTOU，YITUOJINGXIAOSHANGZISHENLIULIANGFENXITONGYUNZUOTUANGOU，ZUIZHONGSHIXIANTUANGOUSHANGLIANG。

YANXIZAOSHIFANGMIAN，JIANCHIYIZHULICHANPINWEIQIERUDIAN，ZHUANZHUDAZHONGYANXI。ZAIJUTICAOZUOSHANGXINGSHISHANG，TONGGUODUIYANXIHUASHIRENJINXINGGONGGUAN，JIANGCHANPINNARUJIUXITAOCAN，TONGSHIPEIBEIZHUANSHUDEYANXIZHENGCEHEPEITAOFANGAN，ZUOZUXIAOFEIZHETIYAN，LIRU：HUNQINGYISHIGANWULIAODETOUFANG。ZUIHOU，LINGHUOYUNYINGGENZONGJISHI，JIANGDABUFENLIRUNTOUFANGZAIZHIXINGRENSHANG，QIANGDIAOZUZHIQUDONGLI，TIGAOYANXIZHUANHUALV。

YISHANG，JIUSHIBIZHEFENXIDEZHEIJIAJIUQICHANPINYUNZUOCHENGGONGKEQUANKEDIANZHICHU，DUIWOMENQITAJIUQIERYAN，CHANPINBUTONG、JIAGEBUTONG、HUANJINGBUTONG，XUYAOWOMENJUTIWENTIJUTIFENXI。

二、白酒新品市场运作三大建议。

1、JINGXIAOSHANGBUJUDEJIANYI。

KEYIXIANZHAOSHANG，HOUJIANQUDAO;XIANZHAOXIAOSHANG，ZAIZHENGHEDASHANG;XIANXIUCHUANTONGQUDAO，ZAIFAZHANTUANGOUQUDAO。

2、QUDAOYUNZUODEJIANYI。

XIANCUFANGGUANLI，ZAIGUIFANQILAI;XIANFAZHANHEXINQUDAO，ZAIQUANMIANDAORU;XIANJIANLIQUDAOSHINENG，ZAITONGGUODIAOZHENGYUGUANLI，ZUIZHONGSHIXIANYINGLI。

3、ZUZHIDAJIANDEJIANYI。

XIANYONGREN，HOUGUANREN;XIANPEIXUN，HOUSHANGGANG;XIANDUANQI，HOUZHANGQI;XIANYEWU，HOUTUIGUANG。

SUOYI，WOMENDEJIUQIZAIYUNZUOSHICHANGTEBIESHIXINCHANPINXINSHICHANGSHI，WULUNCAIQUSHENMEYANGDECELVE，DOUYINGGAI“LIANGLIERXING”，CONGQIYEZISHENCHUFA，DUIZISHENQIYEDEYOUSHI、TEDIANRUSHUJIAZHEN，TONGGUOXITONGDAFAWEICHANPINCHENGGONGYUNZUOBAOJIAHUHANG。