打造品牌资源的五种力量（Five forces for creating brand resources）.docVIP

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2017-09-27 发布于河南
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打造品牌资源的五种力量（Five forces for creating brand resources）.doc

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打造品牌资源的五种力量（Five forces for creating brand resources）

打造品牌资源的五种力量（Five forces for creating brand resources） The number of Chinese wine industry enterprises has reached more than 400, and few of them can become national brands or regional brands. The emergence of such a competitive landscape, one of the key factors is the difference in brand resources. Then, how many resources can be used in a wine brand and how can we accumulate brand resources in the process of controlling the market? The author believes that the five aspects of product structure, market share, market demand, value added chain and international competitiveness are the key to brand building. Product line structure should highlight brand features Any brand of the market popularity can be through the brands various products sold to reflect, then the wine enterprise product line structure is how? From the current wine industry product line structure, mainly wine, brandy, champagne and grape spirits, etc., but the market basically did not include these products under the command of the wine brand. From the point of view of the brand, wine is the main product, while other products category has gradually become a supplement. In the Wine category, many brands are using the structure mode of Chateau wine + wine + Cabernet other concept to develop the market. For example, Changyu Cabernet main core products, and gradually cultivate wine series of high-end products; COFCO three the Great Walls products are summarized, highlighting the product star red, Huaxia vineyard small areas and coastal Wine three series. Second tier brands such as Veyron, Xintian and Yunnan red brand in the region to consolidate the advantages of the market at the same time, take the market to follow the strategy effectively, the introduction of high-end products to them, which also launched the Yunnan red grape spirits as a representative of the brand product differentiation. In addition, there is also a noteworthy phenomenon is that the northeast region brand, such as Changbai Mountain,