国内白酒品牌营销问题与对策探讨-工商管理专业论文.docxVIP

Laojiao，introducingtheelementsofthevietoryofLuzhouLaojiaobrandsalesandtheinsPirationfortheliquorindustry.Finally，thearticlePutsforwardthemethodsofliquorbrandPromotion，forexamPle:brandstrategyPlalming，capitaloPeration，brandeooPeration，consumeredueation，Liquoreulturedissemination，globalizationbrandawarenessand50on.Withthetheoryofinternationalbrandsales，thisPaPeranalyzesthePresentsituation，theinadequatePartsofthebrandsalesofChineseliquorindustrybytheanalysesofcases，thenPutsforwardthereasonableadvices，which15imPortantandguidingforthedeveloPmentofthebrandsalesofChineseliquor.BeeauseeomPetitivebrandandinternationalbranddataeannotbeeolleetedandcontrastanalyses，50thisartieleexistssomelimitationsunavoidable.KeyVVord:Liquor，Brand，BrandSales，LuzhouLaojiao目录1.绪论................................................................................................……11.1研究背景和意义.........................................................……，.........……11.2论文结构和研究方法.................................................................……22.中国白酒行业品牌营销现状与问题剖析...................................……42.1我国白酒行业经营现状和环境分析.........................................……42.1.1我国白酒行业的经营现状...................……，.........................……42.1.2我国白酒行业环境分析.......................................................……62.2中国白酒品牌发展阶段...............................……，.......................……82.3我国白酒行业品牌营销出现的问题.......................................……n2.3.1注重品牌战术忽视品牌战略......................................……，，..…112.3.2缺乏系统的品牌维护.........................................................……n2.3.3品牌的价值管理薄弱...................................……，...............……112.3.4品牌文化内涵引导缺失.....................................................……122.3.5品牌创意设计缺乏时尚感.................................................……132.3.6技术创新与品牌营销缺乏有效关联.................................……132.3.7缺乏国际化视野与运作经验.............................................……143.国内白酒行业开展品牌营销的理论支撑.................................……153.1品牌......................................................