Shou than Nanshan - Longevity Wine Brand Strategic Thinking.docVIP

 PAGE \* MERGEFORMAT 14 ‘Shou’ than Nanshan - ‘Longevity Wine’ Brand Strategic Thinking January 11, 2002, the town of David Maotai Distillery and Guangzhou longevity village drinks (Chain) Co., Ltd. joint venture established days source longevity village (Guangdong) Co., Ltd. wine. Longevity village in Guangdong in cash 51 million yuan shareholder, holding 51%, while the Maotai Liang Feng, general manager of the town of David winery to winery in-kind shares 49%, common Chupin ‘longevity villages’ wines. I would have thought that this is a wine industry for days together in a cooperative manner, but the July 26, 2002 the Ying Zhoukan was shocking the cooperation of the two companies have run aground. Longevity Village, Liang Feng, general manager of gentleness that brand awareness is not enough, while the gentleness Liang Feng thought that a lack of vision. I believe that the two companies has arisen solely because there is no obstacle to find patterns that can be recognized brands in the market, while Liang Feng production-oriented brand awareness and docile-oriented sense of a serious collision. Knowledge resources Differences between the two companies I think the most important thing is the wrong interpretation of resources. Liang Feng think they own the town of origin of the base Maotai wine resources, and that such resources are unlimited base wine appreciation potential. But the resources do not necessarily represent a market advantage, and since little confused cents on a large scale using the ‘Maotai Town handed wine’, after the liquor companies have followed suit, Maotai Town protective measures, direct use of Name to the deferred implementation of brand equity predatory development has been very difficult. But the brand is a product resource planning based on resources from the base wine in the characteristics of uniqueness, Liang Feng’s resource advantage for both partners to build a hundred years has laid a good foundation for liquor brands. For