关于白酒企业品牌定位战略的思考  

Reflections on the Liquor Brand Positioning Strategy

作　　者：杨毅 

机构地区：[1]<名酒世界>编辑部,四川成都610031

出　　处：《酿酒》2014年第2期14-17,共4页Liquor Making

摘　　要：白酒行业已步入量价齐跌的常态化阶段,调整转型不可避免。市场上也出现了很多被大家所看好的调整方向,但同样的调整方向和措施使得行业过快陷入新的同质化混战,白酒行业如何回归品牌定位这一战略思考,本文概括了目前品牌认知的4大误区,同时就如何从品类角度为品牌定位提出了针对性的措施。Liquor making industry has entered the volume or price Qi normalization stage, adjustment and transformation is inevitable. Also appeared on the market to adjust the direction of a lot of is all good, but the adjustment direction and measures are also makes the industry too fast into the homogeneity melee new, liquor industry is how to return to the brand positioning this strategic thinking, this paper introduced 4 misunderstandings about brand awareness of the present, at the same time, how to from the angle of brand positioning category some measures were put forward.

关 键 词：白酒企业 品牌定位 品类战略 

分 类 号：TS262.3[轻工技术与工程—发酵工程] F272[轻工技术与工程—食品科学与工程]