Movement of liquor market products.doc

 PAGE \* MERGEFORMAT 13 Movement of liquor market products Between products and brands, new businesses and old businesses face the same problem. ‘Branding long, long cycle and accumulation of brand value, brand communication difficult. ‘So-called’ to do the brand ‘is in fact action’ brand ‘. What is the brand? Conceptually, the brand is the minds of consumers represent a value products, trade names. 2 shows the significance of brands includes: ① exists in the consumer’s cognitive, memory; ② become a kind of category of ‘pronoun’. For example, Dell direct sales representative of a computer, Volvo on behalf of ‘safe’ car, ‘Tong Ren Tang’ on behalf of authentic, high-quality traditional Chinese medicine and so on. Can be seen behind the brand, there must be a strong product support. Liquor market ‘brand’ in vogue, so-called ‘culture and history of the brand’’the brand’’premium’’brand’’the quality of the brand channels for the brand’’end brands’ claims are numerous, the brand everywhere, but everywhere the so-called’ Brand ‘and mutilated. From the analysis of the concept of the brand, wine industry marketing the ‘brand’, but the enterprise planners of ‘brand’ confusion. Did not form a market share, did not form the basis of consumption, there is no access to the market, customer identity, success, and then a brilliant scene in the ‘brand’, it is only ‘product packaging’ or ‘hype’. Dikeniuzi songs ‘how much love can be repeated; how many people, it is worth waiting for’ could be replaced by ‘how much the market can be repeated; the number of brands, worth waiting for’ any more. From most of the liquor, small business brand marketing management level analysis, the action level will be very low. Liquor industry is the traditional industries in the ‘traditional’, industrial management technology, the level of competition is not high, brand marketing, a long period of ‘feeling the stones’ low-level operation and management stage. Therefore, the liquor industry fr