我国白酒行业品牌营销问题研究毕业论文.doc

PAGE 河南理工大学本科毕业论文 河南理工大学 本科毕业论文 我国白酒行业品牌营销问题研究——以泸州老窖为例 Study on the liquor industry brand marketing in China -- to Luzhou Lao Jiao as an example 目 录 TOC \o 1-3 \h \u in 2005, which accounted for 14 liquor brands. This fully demonstrates that the liquor business in China is gradually focus brand building, brand competitiveness of size often determines the success or failure of an enterprise. From another perspective, an enterprise development to a certain extent hinder its growing direct bottleneck is the brand power. Liquor consumption market in China, the Chinese liquor consumption characteristics are imperceptible to the branded consumer product consumption change. The liquor companys core competitiveness is also turned to brand competition by quality, price competitiveness, strong brand not only to withstand market risks increase its market share, but also the stability and expansion of fixed consumer groups, it is more important is a strong brand will bring sustained profits for the enterprise, to ensure sustainable development. Bigger and stronger enterprise permanent vision. The liquor has a strong regional characteristics, mode of development of the liquor business should be strong first do great. Enterprises and stronger should be based on certain growth of quality based on brand, with the white wine market continues to mature and stable, to build the core competitiveness of enterprises is particularly critical. The prosperity of the competitiveness of enterprises is not equal to a powerful enterprise-scale, depending on the relative size of the core competitive advantage, such a core competitiveness of the core brand, to understand the brand position in business strategy, companies have to shape the brand and build brand. However, there is often myopia in the process of development, resulting in brand marketing is often the misunderstanding, and ultimately counterproductive. In this paper this analysis of the status q