Chinese Wine Marketing in the new century integrated pathway.docVIP

 PAGE \* MERGEFORMAT 18 Chinese Wine Marketing in the new century integrated pathway ‘To the terminal seeking death, not to the terminal waiting to die’ This phrase is often unsuccessful in recent years, liquor companies have jointly issued by complaining, and a slight sense of modern marketing people are aware of the power channel marketing is the key to successful marketing alcohol . However, in practice promotion, there are still many expensive House wine, Chishui River wines have a strong advertising or hype Huaizhe still make a brand successful fantasy desperation, the result can only be a pool of Qin died suddenly another replica of the phenomenon. Perhaps these businesses were JLF, Liuyang River, a small stupid cents fooled by the appearance of a successful instrument. Yes, these three successful brand advertising promotional power potential is rather Teruhiro and domineering, but the essence of their success is: to expand access at the core of the integrated marketing revolution, and not just bombarded with advertisements to wait for the left channel auto-hot marketing infantile disorder , which have path integration of the revolution and revolutionary path for the new century, in place of the tactical marketing execution alcohol action. 1, three types of market access position Channel strategy will be adopted depends on the nature of the target market, why the type of market positioning. Market segments nothing more than strategic marketing, brand marketing and guerrilla market three kinds. A, strategic market: so-called strategic market is not only to economic income as the sole, for manufacturers, the market has the political, economic, cultural role, and even play a leadership role in effective integration. If Yanjing Brewery is located in Beijing, Qingdao, where the Bluebird beer. Channel strategy: jump development, and full coverage; B, the brand market: the so-called brand market, that is, the regional competition in the market be conducive