透视品牌买断(白酒营销系列三)（Perspective brand buyout (liquor marketing series three)）.doc

透视品牌买断(白酒营销系列三)（Perspective brand buyout (liquor marketing series three)） Over the past few years, the overall decline in liquor has promoted the industrys brand reshuffle. Wuliangye turned out to buy the brand mode of operation to seize the China liquor leader position, under the banner of Wuliangye under the banner of the liquor brand and derivative brand occupy the half of the country Chinese liquor market; Quanxing brand on the one hand unwilling to remain out of the limelight, buy a hand off, Shuijingfang brand of high-end liquor banner. The momentum of development can not be overlooked; Luzhou Lao Jiao is somewhat tepid, shyly holding cultural marketing brand, cling to the original position; the national Moutai is a little less in this game, also try to buy the brand, brand extension of two minds, but have nothing. The recent return of wine theme, demands the concept of green health, but people have every shoe itch feeling; Tuopai Liquor efforts to build the concept of ecological wine demands, the scenery here is fine. The ecological construction of the park highlights, helpless in a low price brand long-term operation, how can the hearts of the people of the weight tilt? Lang and Tianbao cave wine is a very good, very charming, very ethnic characteristics, valuable subject, but not reflected in the operation of the brand. Whats wrong with Chinese liquor brands? Is the industry reshuffle, the industry consensus, but the process of shuffling, the liquor industry first brand has not been improved in the brand connotation and extension, but the birth of a large group of deformity brand, a large number of derivative brand freak. As a result, the liquor brand is becoming more and more chaotic, and the competition is becoming more and more deformed. The brand has become the most popular term for the liquor enterprises, and it has become the most unfamiliar area of the liquor enterprises. This strange phenomenon has its profound reasons. The liquor enterprises mostly