从战术到战略——酒类群狼策划成败关键的分析（From tactical to strategic planning -- Analysis of the key success wine pack）.doc

从战术到战略——酒类群狼策划成败关键的分析（From tactical to strategic planning -- Analysis of the key success wine pack） Liquor and wine market recently appeared a phenomenon, that is, some wineries, at the same time the introduction of dozens of first hundred brands encirclement and suppression market, the existing main products, the industry called wolf pack phenomenon. Li had Xiangwen First, why is there a wolf pack phenomenon? As if overnight, there was a lot of competition with wolves, and it seemed that the tactics of wolves were a magic weapon; But a little observation, you can find that so many companies invariably adopt wolf tactics, business ability, business objectives, management mentality and so on are different. Obviously, because these enterprises from different reasons by using specious tactics; different enterprises, using the same tactics, but the tactical reasons radically different, the rules and the development trend of liquor products are completely different; the pack phenomenon, it is by some similar on the contrary, reasons unrelated to a. For example, some firms have adopted wolf tactics because of the escalation of competition. Customer orientation and competition strategy under the guidance of clear product portfolio; the imitation strategy of some enterprises, strategic positioning is not clear, loving entrepreneurs; some enterprises without strategy, do not know the benighted, consumer demand. These entirely different reasons have created a wolf pack phenomenon. 1. why do companies use wolf pack tactics? (1) the low degree of concern of liquor consumption makes the products cluster. Wine, whether it is national brands such as Wuliangye, Moutai, Shuijingfang, Zhang Yu, the Great Wall, or local or regional brands, the old brand, have played serious roles in peoples life; for example, the reason may be the Party (in the name of a friend invited wine tasting party); may be some kind of emotional sustenance (received the attention on the expression of precious r