论即墨老酒的品牌振兴  

Brand-rejuvenation of Jimo Old Wine

作　　者：李大伟[1] 吕冬青[1] 

机构地区：[1]山东大学,济南250100

出　　处：《潍坊学院学报》2011年第3期17-19,共3页Journal of Weifang University

摘　　要："即墨老酒,黄酒北宗",就知名度和酒品质量而言,即墨老酒可以与绍兴老酒相提并论。但是近些年来,绍兴老酒的品牌知名度和市场份额已经远超即墨老酒,并逐步迈向国际化。基于此,分析即墨老酒行业现状及市场情况,从营销和发展战略方面探讨实现即墨老酒业品牌振兴的对策。＂ Jimo old wine, the north origin of rice wine＂. In terms of history and quality, Jimo old wine is equal to Shaoxing old wine. However, in recent years, Shaoxing old wine, which is becoming an international brand grad- ually, surpasses Jimo old wine in both brand awareness and market share. This thesis mainly aims to analyze the market situation and explore the brand-rejuvenation of Jimo old wine.

关 键 词：黄酒 品牌 合作 

分 类 号：F27[经济管理—企业管理]