Rice wine marketing new thinking consumer value Blue Ocean Strategy.doc

 PAGE \* MERGEFORMAT 11 Rice wine marketing new thinking consumer value Blue Ocean Strategy Yellow rice wine, from the ‘wine’ to ‘drink alcohol’ the pain of restructuring. Yellow rice wine, one of the world’s three major ancient wine, enjoy ‘country liquor’ reputation as a title. All along, the rice wine consumers in China have long been used as a condiment, it is difficult to board something presentable and acceptable. Even if there is to drink wine, only breeding ground in the southern corner, was popular as a rice wine in Canada. Since 2004, a sudden we knew it, to the ancient Yue Longshan Shaoxing, Zhejiang, will Jishan leader in rice wine enterprises, collective hair strength alcoholic beverage market, it seems that with the white wine, beer-third of the world. Three years later, however, experienced a major effect of yellow wine, the collective aphasia, silence the market. Not to say that we do not see the ads bombed rice wine, and more that although we have seen in many places, rice wine figure, but we still need carefully to be discovered. The status of yellow wine and rice wine business not as the original purpose of rice wine in the end how it? Rice Wine Consumers Who are you? Maybe this seems a low-level, but perhaps rice wine companies to now not clear rice wine to consumers in the end Who are you? Or rice wine brand’s core consumer who is? Their pursuit of the core values of elements of that? Why drink rice wine? I think that: rice wine companies to do larger and stronger, we must first change is the consumer crowd. Is to enhance existing consumer brand loyalty on the one hand; second most important thing is to open up a new mainstream consumer groups, and this crowd of yellow rice wine company’s future development. I think they should be young people, rather than the elderly; they should be the most elite of the society, or the quasi-elite, rather than the general public. Clarity of these basic elements, I think the future of the marketing orie