Marketing innovation is the fundamental Lu wine renaissance.doc

 PAGE \* MERGEFORMAT 6 Marketing innovation is the fundamental Lu wine renaissance The 20th century, 90 years, Lu wine into spirits market upsets the wind and water, both 800 thousand yuan shoot a commercial, the pride, another 320 million wins’ S King ‘feat, Lu was once the Chinese wine industry, wine’ Advertising wine ‘synonymous with’ standard King ‘of the fallen, and almost become a classic negative example of marketing industry since then, Shandong liquor into the industry, the’ winter ‘. In 2003, in ‘towards the country, excel again’ liquor forum, Shandong Province, Jinan hundred liquor business chiefs gathered to discuss how to change the ‘home-squatting’ status, were jointly launched an appeal, ‘We want to go national’. Four years have passed liquor in Sichuan, Guizhou and wine, insignia wine, liquor and so North-East together with the attack on all sides, so that Lu wine this winter is particularly cold and long. From the production point of view, it is absolutely China’s Shandong province liquor first, in 2006 the province’s above-scale enterprises with the production of goods liquor liquor 80.21 million liters, an increase of 20.1% over the previous year. The consumption of liquor in Shandong Province is even more alarming, according to statistics, Shandong Province, liquor market capacity of about 150 thousands of liters, which means there are nearly 70 thousands of liters of sales being carved up by the foreign brands. In recent years, from Shandong liquor industry associations to business, we have been advocating going out strategy, but in the provinces apart from Jingzhi, Lan Ling, Taishan outside the look is almost no other figure of Lu wine. Why can not such as Sichuan, Shandong white wine, such as the northeast and Anhui wine can not even catch on, like wine break in Kyushu, it does not become a strong local snakes? Is the quality of wine Lu do not work? ‘Low without light’ and blending techniques so far away liquor in Sichuan, Guizhou and wi