基于白酒消费换代的郎哥品牌营销策略研究  

Research of Langge Liquor's Marketing Strategy in Liquor Consumption Upgrade

作　　者：王丽旭[1] 熊丹[1] 李春林 

机构地区：[1]绵阳师范学院经济与管理学院,四川绵阳621000 [2]水木知行文化传播有限公司,四川成都610000

出　　处：《绵阳师范学院学报》2017年第7期41-46,共6页Journal of Mianyang Teachers＇ College

摘　　要：在深入分析白酒行业现状及消费换代趋势的基础上,对郎酒集团战略新品郎哥的品牌营销策略做了全面剖析。郎哥的品牌营销塑造了一款有价值观的产品,是与消费者的诚恳沟通,也是"互联网+"时代背景下的渠道效率创新以及白酒商业秩序的重建。Based on a thorough analysis of todays Liquor industry and the trend of consumption upgrade in China, this paper discusses the merits and drawbacks of marketing strategy of Langge Liquor in different aspects. Sichuan Langjiu Group Co. Ltd. built a valuable product line, by using its branding and marketing strategy, which is a heart - to - heart communication with customers, an innovation of improving channel efficiency in the background of the Internet plus era and re - establishment of a new business order in the Liquor industry.

关 键 词：白酒行业 消费换代 品牌营销策略 

分 类 号：F713.50[经济管理—市场营销]