力挺劲酒（Behind the wine）.doc

力挺劲酒（Behind the wine） Read the EMKT article beat wine, we thought a lot...... We believe that: only the strategy of wine could not be defeated! Similarly, we are also serving a liquor brand. We have thought deeply about our customers: brand strategy of a brand of health wine under the leadership of Chinese rice wine brand. We find that our ideas differ from those of the authors broken board strategy, or even vice. So, we put these views out, the purpose is exactly the same as the author above: an empty talk, explore the professional, for Chinese local enterprises to find the correct brand strategy to provide reference. The discussion is divided into two parts: strategic discussion and tactical discussion. First, strategic discussion Effective brand strategy, it is based on the unique operation ability, there must be a continuous, clear and simple positioning based on the unique value in the customers mind, also can bring the enterprise sustained profitability. Such a business may not stand in the not from here position, go to fantasy and get profits by leading brands are less likely to attack; with a follower strategy to win the market. ? later not from here The first brand (industry leader) can easily be defeated? In the mind, the brand of leadership cognition has marketing potential energy beyond enterprise imagination and can last for a long time: Coca-Cola has been the worlds first brand of cola in 122 years, 122 years of global brand there are numerous attacks on it: Pepsis new generation, non Cola 7up, Chinese Wahahas low price strategy failed to subvert its brand position. GE has been the No. 1 brand of light bulb for 106 years and has been attacked by countless brands in the past 106 years: PHILPSs more advanced light bulb and OSRAMs green light source have failed to overturn its brand status. Haier 20 years has been the first brand on the market Chinese ice wash products, there are numerous brands: Haier has not given up the attack China traditional white,