烟台长城品牌塑造全案（Yantai the Great Wall brand shaping the whole case）.docVIP

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烟台长城品牌塑造全案（Yantai the Great Wall brand shaping the whole case）.doc

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烟台长城品牌塑造全案（Yantai the Great Wall brand shaping the whole case）

烟台长城品牌塑造全案（Yantai the Great Wall brand shaping the whole case） Wen / Li Tianbao Tang Lei In the context of the integration of COFCO the Great Wall, how does the Great Wall in Yantai find its unique brand concept before and after integration? Faced with Changyus product advantages, the French background of the dynasty, the whole the Great Wall brand how to build?. The Great Wall itself three brands of serious internal friction, China, Shacheng, Yantai how to face the new form of competition, how to adapt to the potential integration of the Great Wall. This article will interpret the branding process of the wine brand with the brand operation of the Great Wall in Yantai, and disclose the whole process of brand integration of the Great Wall in Yantai for the first time Author: Li Tianbao, director of training and consulting firm United wisdom Senior Consultant Tang Lei, consulting agency with Jun Monopolistic competition; branding problems First, the brand image of Matthew effect highlights, the industry entered the stage of monopolistic competition In the Wine industry, brand image has become the decisive factor affecting the consumer behavior, industry competition advantage established brands: Matthew, HENGQIANG; second tier brands to force to improve competitiveness by means of three line brand survival and marketing ability is poor and lack of capital to support more and more difficult, the low-end products will be marginalized. According to the statistics of the Brewing Industry Association, more than 120 wine enterprises in China are now in existence, and there are nearly 400 wine factories besides the statistics. The market share of Zhang Yu, the Great Wall and Wang Zhaosan enterprises rose from 35% in 2002 to 44% in 2005. Among them, Changyus market share has reached 19%. This shows that Wine belongs to a market concentration of the industry, the industry will become increasingly fierce competition, the brand is from decentralized to centralized way, into the m