白酒品牌价值评估与提升路径研究——以五粮液为例  

Baijiu brand value evaluation and promotion path: an example of Wuliangye

作　　者：张剑渝[1] 徐杨 李金哲 ZHANG Jianyu;XU Yang;LI Jinzhe(School of Business Administration,Southwest University of Finance Economics,Chengdu 611130,China)

机构地区：[1]西南财经大学工商管理学院,四川成都611130

出　　处：《中国酿造》2021年第10期231-234,共4页China Brewing

基　　金：五粮液文化研究院首批课题资助项目(B2020005)。

摘　　要：在全球化背景下,研究国际通行的品牌价值评估体系对于品牌价值和竞争优势的提升、品牌战略的调整具有重要意义。该研究选取中国知名白酒品牌五粮液为研究案例进行分析,通过评述现行品牌价值评估方法,参照其要素与关键维度,对五粮液在品牌价值增长过程中出现的问题进行归因探讨。最后,针对存在的问题,研究结合五粮液的行业特征提出了三个提升品牌价值的具体路径策略。In the context of globalization, it is of great significance to study the internationally accepted brand value evaluation system for the promotion of brand value and competitive advantage and the adjustment of brand strategy. In this study, Wuliangye, a well-known Baijiu(Chinese liquor) brand in China,was selected as a case study to analyze the attribution of problems in the process of brand value growth of Wuliangye by reviewing the current brand value evaluation methods and referring to its elements and key dimensions. Finally, in view of the existing problems, combined with the industry characteristics of Wuliangye, three specific path strategies were proposed to enhance brand value.

关 键 词：五粮液 白酒品牌价值评估 提升路径策略 

分 类 号：F490.6[经济管理—产业经济]