论文部分内容阅读
引领中国白酒消费潮流的中国四大名白酒,各自凭着自己的品牌能力、企业实力、网络基础和产品定位,稳居高端产品的地位,这些品牌分销渠道都拥有相对稳定而又各自独立的模式,其渠道细分的作用,因其品牌影响力和产品高端形态的定位而阻隔其他品牌对自身的渗透;厂商关系是营销一个永恒的命题,彼此需求新变化直接体现为对方的营销支持和服务期待;面对不规范的市场竞争,实现自身利益最大化找到企业生存和发展的机会;借势营销要准确判断产与“势”的关联度,围绕推广目标做好借“势”策划;公益营销、回归竞争的原点,以产品制胜,坚持差异化。
The four famous Chinese white spirits, which lead the consumption trend of Chinese white spirit, stand for the status of high-end products with their own brand abilities, enterprise strength, network foundation and product positioning. These brand distribution channels all have relatively stable and independent modes, The role of its channel segmentation, because of its brand influence and high-end product positioning to block the infiltration of other brands; manufacturers relationship is marketing an eternal proposition, the new changes in each other’s needs directly reflect the other’s marketing support and service expectations ; In the face of non-standard market competition, to maximize their own interests to find business opportunities for survival and development; Marketing to accurately judge production and “potential ” degree of relevance around the promotion goal to borrow “potential ” Planning; public service marketing, return to the competition of the origin, to win the product, insist on differentiation.