白酒企业产品线整合规划应用研究  

Research on the Application of Product Line Integration Planning in Baijiu Enterprises

作　　者：何源 HE Yuan(Mianyang City College,Mianyang 621000,Sichuan,China)

机构地区：[1]绵阳城市学院现代商学院,四川绵阳621000

出　　处：《酿酒》2024年第6期30-33,共4页Liquor Making

基　　金：绵阳市社会科学重点研究基地--西南财经大学天府学院四川现代流通经济研究中心2024年度项目(白酒企业产品线整合规划应用研究XDLTJJ2024YB10)资助。

摘　　要：近年来,受疫情和经济下行影响,白酒企业产品市场风险显著增加;同时,伴随着我国经济结构的转变,高质量发展和共同富裕成为新的发展主线,我国人均可支配收入和中高收入人群均有望持续增加。消费人群的扩大以及收入的增长为消费升级提供了持续发展的土壤,在消费升级的长期趋势下,白酒行业结构性调整有望继续推进。在高端化的消费升级观念下,消费者从“多喝酒”转向“喝好酒”,高端、次高端白酒的需求得到提升。本文以某知名白酒企业产品线规划管理为研究对象,运用产品矩阵理论、产品定位理论和产品差异化理论,通过对产品线现状进行分析,提出产品线整合规划策略和具体措施,丰富了产品相关理论的应用实践,帮助白酒企业提高竞争力、优化资源配置、提升品牌价值。In recent years,affected by the epidemic situation and economic downturn,the market risk of Baijiu enterprises'products has increased significantly;At the same time,with the transformation of China's economic structure,high-quality development and common prosperity have become new development trends,and the per capita disposable income and middle to high-income population in China are expected to continue to increase.The expansion of consumer groups and the growth of income provide the soil for sustainable development of consumption upgrading.Under the long-term trend of consumption upgrading,structural adjustment of Baijiu industry is expected to continue to advance.Under the concept of high-end consumption upgrading,consumers have shifted from"drinking more"to"drinking good wine",and the demand for high-end and secondary high-end Baijiu has increased.This paper takes the product line planning and management of a well-known Baijiu enterprise as the research object,uses the product matrix theory,product positioning theory and product differentiation theory,analyzes the current situation of the product line,proposes the product line integration planning strategies and specific measures,enriches the application practice of product related theories,and helps Baijiu enterprises improve their competitiveness,optimize resource allocation,and enhance brand value.

关 键 词：产品线 白酒产品 整合规划 

分 类 号：TS262.3[轻工技术与工程—发酵工程]