三沟酒业品牌诉求与推广-辽宁工程技术大学学报自然科学版.PDF

第 19 卷第5 期 辽宁工程技术大学学报（社会科学版） Vol.19，No.5 2017 年 09 月 Journal of Liaoning Technical University （Social Science Edition ） Sept. 2017 李明宇.三沟酒业品牌诉求与推广[J].辽宁工程技术大学学报(社会科学版),2017,19(5):506-510.doi:10.11955/j.issn.1008-391x LI Mingyu.The brand appeal and promotion of Sangou Wine Co., Ltd[J].Journal of Liaoning Technical University(Social Science Edition), 2017,19(5):506-510.doi:10.11955/j.issn.1008-391x.20 170510. 三沟酒业品牌诉求与推广 李明宇 （辽宁工程技术大学 工商管理学院，辽宁 葫芦岛 125105） 摘 要：针对品牌诉求问题，采用案例研究的方法，分析辽宁三沟酒业三沟品牌诉求的转变过 程。介绍了由“一杯三沟一百年”调整为“一杯坦荡三沟情”的背景和依据。通过解析三沟品 牌内涵，归纳出三沟品牌应实施氛围型、事件型、电商型等几种品牌推广策略。通过对品牌升 值和市场拓展的实施效果评估，结果表明三沟酒业的品牌诉求调整策略对同行业企业品牌推广 具有指导和借鉴意义。 关键词：品牌诉求；品牌推广；品牌价值；差异化战略 中图分类号：F 270 文献标志码：A 文章编号：1008-391X(2017)05-0506-05 The brand appeal and promotion of Sangou Wine Co., Ltd LI Mingyu (School of Business Administration, Liaoning Technical University, Huludao 125105, China) Abstract: In terms of the brand appeal, using the method of case study, the transformation process of brand appeal in Sangou Wine Co., Ltd is analyzed. The background and basis from “a cup of Sangou, a hundred years” to “a cup of Sangou magnanimous feelings” are introduced. Through the analysis of the connotation of the Sangou brand, it is concluded that the brand should implement several brand promotion strategies such as atmosphere type, event type, online retailers type, etc. Through the effective evaluation of the brand development and market appreciation, the results show the adjustment strategy of the brand appeal has the guidance and reference significanc