以集群品牌建设提升泸酒产业价值及竞争力研究  

Research on building cluster brands to enhance the value and competitiveness of the Luzhou liquor industry

作　　者：石自彬[1,2] 赵天惠 SHI Zibin;ZHAO Tianhui(Chongqing Business Vocational College,Chongqing 401331,China;Luzhou Vocational and Technical College,Luzhou 646000,China)

机构地区：[1]重庆商务职业学院,重庆401331 [2]泸州职业技术学院,四川泸州646000

出　　处：《中国酿造》2023年第5期260-264,共5页China Brewing

基　　金：泸州市酒业发展研究中心项目(LJ202208);泸州职业技术学院教学质量工程教研教改类一般项目(CJRH-202206)。

摘　　要：白酒是泸州重要的经济支柱产业,泸酒产业集群品牌是整个泸州酒业的区域公共品牌,具有共建共用共享属性。当前存在集群品牌特征不明显、竞争力不足、品牌价值与市场不匹配等问题。亟待强化泸酒产业集群品牌建设,增强品牌公共识别认知度,形成品牌效应与品牌优势。通过成立泸酒产业联盟,统一集群品牌营销;构建集群品牌矩阵;统一集群品牌形象标识等方面提升泸酒竞争力。从保护泸酒企业酒类品牌稀有性,发挥龙头企业的品牌价值引领等方面提升集群品牌价值。Baijiu is an important economic pillar industry in Luzhou,and the Luzhou liquor industry cluster brands are a regional public brand of the whole Luzhou liquor industry,which have the attribute of common building and sharing.At present,there are problems such as the lack of obvious cluster brand characteristics,insufficient competitiveness and mismatch between brand value and market.There is an urgent need to strengthen the brand building of the Luzhou liquor industry cluster,promote the public recognition of the brand,and form brand effects and brand advantages.The competitiveness of liquor should be elevated by establishing a liquor industry alliance to unify cluster brand marketing,building a cluster brand matrix,and unifying the cluster brand image logo.To conclude,the cluster brand value could be enhanced by protecting the rarity of the liquor brands of Luzhou liquor enterprises and giving play to the brand value of the leading enterprises.

关 键 词：泸酒 集群品牌 品牌建设 品牌价值 

分 类 号：F299.23[经济管理—国民经济]