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白酒新品市场运作的四大核心策略和三大建议

2020-12-30 07:47  中国酒业新闻  佳酿网  字号:【】【】【】  参与评论  阅读:

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。

    关键词:酒类营销 新品  来源:华策酒业评论  席海峰
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