五粮液的短板（Wuliangye short board）.docVIP

五粮液的短板（Wuliangye short board） Wuliangye winery is Chinas liquor industry leader, its leading brand Wuliangye is a household name. It is such a large liquor production enterprises, due to the development of a large number of sub brands in a short period of time, greatly weakened the leading brand, in this case Wuliangye issued a 198 revitalization plan, which is a very important point to Wuliangye as an international brand. Wuliangyes successful background Some people say that Wuliangyes success is accidental, but it is inevitable. It is an accident because Wuliangye does not depend on a large number of ads bombing to establish brand awareness, but with the positioning strategy is ingenious success, it follows Moutais high-end wine dominated positioning. In 1990s the liquor market, the most popular is the old eight wines or factions, and the old eight wines that in addition to Moutai never price of high-end products, Wuliangye is aimed at the market gap while the need in, it is easy to be squeezed into the ranks of wine. Of course, Wuliangye also for packaging it into the ranks of the famous flames, it compares the old eight wines was dingily image can be said to stand head and shoulders above others from an aesthetic perspective, popular since reasonable. It must succeed because Wuliangye has been adhering to the tenet of brewing wine, Chen carry forward the advantages of Wuliangye formula, compared to those old eight wines so favorably even The students surpass the teacher. eyes, consumers, even if not so good market entry opportunities for Wuliangye can also rely on quality to win the world. Moutai flavor can be said to be Moutais pain, although many consumers love Maotai Moutai, but most consumers are more love Luzhou flavor of Wuliangye, which is one of the important factors of the success of Wuliangye. Popular taste, many people sought after nature, Wuliangye gift market applauded, in the selection of white wine as a gift, the choice of Wuliangyes consumer is a