宜宾中小白酒企业品牌营销策略分析及对策建议  

Analysis and Suggestion on the Brand Marketing Strategy of Yibin Mid-Small Wine Corporation

作　　者：杨波[1,2] 白如彬[1] 徐强[1] 

机构地区：[1]宜宾学院经济管理系,四川宜宾644000 [2]重庆大学经济与工商管理学院,重庆400044

出　　处：《酿酒》2010年第2期19-22,共4页Liquor Making

摘　　要：中国经济的高速发展,使白酒行业进入了"品牌竞争"时代。原酒企业在面对市场萎缩、成本上涨、消费升级等问题时,迫于生存和发展的压力,纷纷走上了"自创品牌"之路。用4P对宜宾中小白酒企业的营销策略进行分析,找出其中存在的市场定位不准、渠道建设贪大求快、缺乏有效的促销手段等问题,通过细分市场、渠道下沉、促销手段专业化等方式来解决问题。研究结果为原酒企业进行市场营销提供参考和借鉴,对促进原酒行业向规范化、品牌化发展有重要意义。The highly developing economy of China drives the liquor industry into an epoch of Brand Competition. Confronted with the problems of shrinking market,rising costs,and upgrading consumption,the raw wine enterprises,as well as the pressure of survival and development,the raw wine enterprises begin to follow the way of Brand Competition successively. This article employs 4P to analyze the marketing strategy of Yibin Mid-Small Corporation,to reveal its problems of inaccurate marketing targets,channels construction,blind pursuit of higher speed and more output in channel construction,and inefficient promotion methods;and to solve these problems by subdividing markets,Specializing means of promotion. The research results of this article are meant to offer reference and consultations,which are of great significance for urging the rawwine enterprises towards standardizing and branding development.

关 键 词：4P 营销 对策 

分 类 号：TS261.8[轻工技术与工程—发酵工程] TS262.3[轻工技术与工程—食品科学与工程]