四川白酒区域品牌伞:理论逻辑与实施框架  

Regional Umbrella Branding of Sichuan Baijiu: Theoretical Logic and Implementation Framework

作　　者：杨柳[1] 伏伦 王建民 YANG Liu;FU Lun;WANG Jianmin(Sichuan Academy of Social Sciences, Chengdu, Sichuan 610071, China)

机构地区：[1]四川省社会科学院

出　　处：《酿酒科技》2019年第8期132-138,共7页Liquor-Making Science & Technology

摘　　要：四川白酒产业体量巨大、实力强劲。但放眼整个体系,各个产区定位表述不明确、联系不紧密,产区资源分散,缺乏纲领性产区概念等问题仍然较为突出。为了打造四川白酒"大国浓香"的新时代和新格局,亟需塑造一个响亮的区域整体品牌统领四川白酒产业的整合和升华。由此,提出构造四川白酒品牌伞的战略思想,建立区域品牌与企业品牌相互促进、和谐共荣的框架体系。Sichuan Baijiu industry is huge and powerful. However, there are still some problems such as unclear positioning, weak links, scattered resources and lack of programmatic concept of production areas in the whole Baijiu system. In order to create a new era and new pattern of Sichuan Nongxiang Baijiu, it is urgent to create a famous regional brand to lead the integration and sublimation of Sichuan Baijiu industry. Therefore, the strategic idea of building Sichuan Baijiu umbrella brand was put forward, and the framework system of mutual promotion, harmony and co-prosperity between regional brands and enterprise brands was established.

关 键 词：白酒产业 区域品牌化 品牌伞战略 

分 类 号：TS262.3[轻工技术与工程—发酵工程] F27[轻工技术与工程—食品科学与工程]