白酒业的出路(国外英文资料).docVIP

白酒业的出路(国外英文资料) This proportion is too large, it may eventually have more than half of the brand will be defeated and go. To do high-end brands, the current corporate identity and status is the primary factor. If there is no corresponding identity and status, do high-end liquor is even higher than the same quality Rolls-Royce Xiali production quality of Rolls-Royce cars, Rolls-Royce is not selling price, even losing sales did not ignore the same reason. Second, whether it is high or low grade brand, to succeed, must have their own brand personality. Brand personality comes from the unique connotation of the brand, rather than a simple packaging or slogan. For liquor brands, packaging is like a personal appearance, not only the appearance of the connotation is not recognized by consumers, because it is only an empty shell. Conversely, only the unique connotation of the brand does not conform to the connotation of the unique packaging image is not enough. Are all the rich, the businessmen, the literati? The liquor consumer level is very diverse, with the rich and the poor, migrant workers, businessmen, scholars and ordinary people, etc.. According to the information conveyed by liquor packaging and advertising, there are only four people who seem to drink: the rich, the businessmen, the literati and the wedding people. I think this is not the liquor industry executives, the wisdom of the results, but the traditional wine culture is not only a succession of development, and also did not really establish a customer-centric modern marketing concept, which belongs to the outstanding performance of the hard sell. In recent years, mining on wine culture has become a new trend, and the birth of a number of traditional literati temperament liquor brand, it located in the high-end brand day is long. How to do a good job in the low-end market? How to do a good job in the low-end market? At present, the low-end market is mainly composed of a large number of small brands and the