白酒市场可持续开发布局（Liquor market; sustainable development; layout）.doc

白酒市场可持续开发布局（Liquor market; sustainable development; layout） Misunderstanding of marketing strategy bribe Chinese liquor industry in the past two years, the throes of experience, so that many difficult enterprises in the reflection at the same time, had to adjust the market layout, but in the adjustment, but fell into the following three errors: I. mistakes in the digital front of contraction. Because the front is too long, unable to bring poor sales performance is almost all the so-called success and had already expanded liquor enterprises existing problems, the decision makers in financial distress is natural and invariably adopted a homogeneous strategy: to shrink the front, reduce the market, focus on breakthrough objectives. Theoretically, this strategy is not what is wrong, but without the scientific analysis and comparison of the market hard cut, apparently from left to right. According to the authors understanding, most of the liquor market contraction of the market did not go out of the swamp marketing, but led to large-scale sales fell in unit time. Sales performance is the result of market size, sales and surplus synthetically, and not the size of the market performance is good, is not simply to reduce the number of saving the market marketing costs can be better days, so from the earnings index and simple market principle and reduce number of mistakes made the opportunity to escape. What is more -- Two, protect our homes and defend our country under the thought of target deviation. The so-called protect our homes and defend our country is the place where the enterprise is to protect market space. From a long-term and strategic perspective this is correct, but from the overall strategic target, protect our homes and defend our country can not be said to be conservative market layout of the other market resources lost the lost and doomed to hardship. Taking Henan as an example, Shedian, Yangshao, Zhang Gong, Song Lin River and the 5 in 1997 more than 300 mi