高端白酒渠道布局的困惑与出路(国外英文资料).docVIP

高端白酒渠道布局的困惑与出路(国外英文资料) The actual situation of high-end liquor channel layout The high-end liquor distribution channels has great particularity in liquor marketing, great segmentation and popularization of liquor channel common, due to the positioning of the target market, the two party in each channel resources cannot be shared effectively, the difference formed in the channel, it can only be driven by high-end liquor for they can work on the marketing activities in the limited channel resources. The high-end liquor makers could clearly display 1000 yuan a bottle of Wuliangye in the stalls in the wine not only Everything is going smoothly. so that they produce results, but will weaken their brand influence, make their brand resources without loss. The weakening of brand function has a negative effect on their brand positioning, strategic planning, layout and marketing strategy formulation. We know that the development pattern of high-end liquor has always been around to extend at the core level in Wuliangye and Moutai, the two representative within the industry is also in the direction of development has dominated the high-end liquor industry. Therefore, this also determines the two brands of high-end liquor channel layout mode, will mainly rely on its mainstream brands, Wuliangye, Moutais original channel strategy within the framework of planning. We all know that their mainstream channels are mainly embodied in the circulation system, the ability of the two brands released in the circulation system of the dominant effect is large, although the new super retail formats in changing the access pattern, but for the two brands, the initiative or master in the large circulation of their hand. But at the same time, we also noticed that a group has grown up artists like Shuijingfang, Guo Jiao 1573 in marketing operation mode with the traditional high-end liquor brands have been very different, especially Shuijingfang, relying on its innovative techniques have achieved gr