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首页 地产酒能否长期占山为王(The wine estate long-term Zhanshanwe…

地产酒能否长期占山为王(The wine estate long-term Zhanshanweiwang).doc

地产酒能否长期占山为王(The wine estate lon…

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2018-11-19 0人阅读 举报 0 0 暂无简介

简介:本文档为《地产酒能否长期占山为王(The wine estate long-term Zhanshanweiwang)doc》,可适用于社会民生领域

地产酒能否长期占山为王(ThewineestatelongtermZhanshanweiwang)地产酒能否长期占山为王(ThewineestatelongtermZhanshanweiwang)Summary:withtheincreasingcompetitionintheliquorindustry,allbrandsofliquorcontinuetoincreasetheintensityofattackinvariousregionsPricewar,publicrelationswarfare,promotionalwarfaremeleeconstantly,culturalcards,emotionalcards,standardizedcardsemergeinanendlessstreamRealestatewinegrowingweaknessinperformanceofvariousbrandsofpositiveforce,regardlessofthebrandpower,marketingconditionsormarketperformancehavebecomefrightened,stumbleTheoriginalhomefirmmarketshareisconstantlybeingerodedfromthestrongbrand,Sichuan,Guizhou,Anhuiplate,followingnumerousguerrillatypebrandscontinuetoestatewinesalescampforharassment,wineestatedoomedtocompeteinvortexstrugglingThenecessityofthewineestateZhanshanweiwangDuetodifferencesinthedomesticmarketandtheinfinitebroadregionalcultural,economicandgeographicalconditions,thelocalconsumerpsychologyandthesituationisnotthesame,butalsoprovidesafavorableenvironmentforthegrowthoflongtermexistenceforthewineestateTheselocalwinebrandshaveconsiderablemarketsharelocallyandhaveuniquecompetitiveadvantagesRelyingontheuniquelocalculture,eatinghabits,marketbackground,businessmodelandotherfactorsinasmallrangeofsummonwindandcallforrain,thespacearoundthesituation,someforeignandnationalbrandswithstrongconfrontationInrecentyears,duetothecontinuousimprovementofthewinemarketmaturity,brandreintegration,integrationrateintensified,therealestatewinebrandturbulenceisalsoveryintenseInordertogetabetterchanceofsurvivalanddevelopment,inthestrongmarketbasedlocal,manyrealestatewinebrandbegantoattacktotheareainrecentyears,thegoodperformanceofaHebeiHengshuiLaobaiganboardcityburn,LiuLingdrunkShandongLangyastation,BaotuSpring,theancientshellspringHenanRiversong,YangshaoTaibaiShaanxiXifeng,HubeiZhijiangandsoonTherealestatewinebrandscontinuetoexpandoutwardfromtheregion,thephenomenonis"realestatewine"phenomenon"Obviously,thisphenomenonistheinevitablephenomenonthattherealestatewinewilleventuallymovetowardsbrandliquor(thebrandliquorherereferstothestrongbrandsattackingtheotherareasandthenationalstrongbrandliquor)Speakingofrealestatewine,becausethebrandmarketsituationisdifferent,inevitablydividedintocategoriesThetopisthenaturalareaofthehighmarketshareofthebrand,suchasthenorthwestwineintheIraqispecialforces,SchorBurak,NortheastwineinTaonan,elmmoneyincense,TaoerheRivermiddleregionisthelowshareofweakbrand,thebottomisintheregionofgarbagebrandInrecentyears,theincreasingwineindustrycombination,brandwineforbrandshapingandtheinvolvementofinternationalcapitalhavecreatedagroupofpowerfulsupercompetitorsRegionalrealestatewine,confinedtoitsownfunds,products,talents,channelsandotheraspectsofstrength,hadtocarryoutregionalsecuritywarInordertostabilizetheregion,thenlookingoutwardfordevelopmentSomeoftheexpandedestatewineshavealsobeenstrategicallycontractedtosecurethelocalmarket,suchassomeofthewinebrandsintheemblemFromtheabovemarketplanningsituationinview,thewineestateintheoutwardexpansionprocess,mustaccordingtotheirownstrengthforthedevelopmentofallkindsofmarket,sticktothebaseofthemarket,occupythebenchmarkmarket,strategicmarketchallenges,offensivepotentialmarketOnlyinthiswaycanweeffectivelyresisttheattackofthestrongbrand,attacktheweakmarketrationally,andfinallyachievethepurposeofdancingwiththestrongbrandSo,thewineestateisZhanshanweiwangthenecessityofitsexistenceRealestatewineandbrandwinemarketintroductioncontestFromthedomesticwinemarketinrecentyears,liquorcompetitionisinastrongbrand,inordertocompeteformoremarketsandconstantlyregionalization,vulnerablebrandshavetoexpandoutwardconfrontationstageforselfpreservationOnenotablefeatureisontheonehand,oneoftheworld'smajorbrandssuchasWuliangye,Moutai,JiannanchunwineontherootsoftheregionalmarketontheotherhandalotofrealestatewinebrandisAnewforcesuddenlyrisesTheresultofmarketcompetitionmustbetocontinuetoattackotherpeople'sterritory,orownterritoryconstantlybeingattackedbyothersRegionalvulnerablebrandmuststrivetobecomeastrongregionalbrand,regionalbrandwillstrivetobecomethenationalbrand,nationalbrandisconstantlyintheregionalmarkettostrengthentheirbrandinfluenceFromthemarketsituation,althoughmanyrealestatewinebrandcontinuestostrengthentheirbrandinfluence,butfromproductquality,brandofwineafteryearsofadjustmenthasformeditsownfeatures,suchasMoutai's"clearandtransparentcolor,mellowfragrance,entrancesoftcotton,QinglieGanShuang,longlastingfragrance",Shuijingfang"crystalclear,pitsfruity,andsweetfragrance,puretaste,fragrancecontinuously",Jinliufu's"sweet,sweet,thick,alcohol,cotton,net,andpaymoreattentiontoregionalwineestateduetotheconsumptionhabitsofconsumers,theproducttaste,textureandotheroutsidetheregionismoredifficultforconsumerstoacceptFromthemarketingperspective,thebrandofwinewillpaymoreattentiontothespreadofemotion,culture,history,valueinadvertisinglanguage,suchasMoutai's"Moutaiwine,wineMoutai,Jinliufu's"gooddaycannotdowithoutit,"TangPalacewineJiannanchun"spirit,istoJiannanchun"Jueqitopartoftheestatewinebrandisalsotryingtotaptheseaspectsofvalue,suchasblasthousewine"homefeeling",thesong"songsharing,winwinworld"andthewineestateinordertocatertoregionalconsumerpsychology,inadvertisinglanguageordifficulttounderstandbyconsumersoutsidetheregionorlocaldialectDirecthittotheirlocalemotionalcard,plugtheproductstotheareaoutsidetheroadFromthemarketingplanning,brandwineisusuallymoreconcernedaboutthecustomerrelationshipoflongtermconstruction,focusingontheestablishmentofchannelcooperationpartnerships,andalthoughthewineestatewillgivemorehighprofitmargins,butthesubsequentmanagementdespiseterminalmanagement,informationcollection,inventorymanagementandothersalesdetails,whenthebrandofwineandwineestateonthesameshelf,becauseconsumersdoterminalbrandwineismorebeautifulwinebrandchoiceisreasonable,thewineestateendedupshowingthecorrespondingoutcomeforaperiodoftimeontheshelfafterbeingsealedinthewarehouseFromtheproductimage,brandofwinewillbeaccompaniedbythewellknownspokesmenandhighgrade,brightproductpackaging,inordertoenhancethebrand'spremium,wineestateislimitedtostrengthandmanagementthoughtsoffundsinthepackagingimagedifficultforconsumerstoperceiveabreakthroughFromthemarketingperspective,tofurtherbuildthebrandwinebranddaretoadoptmoreentertaininginpublicrelations,marketingactivities,cancausemorepeopletopayattentionandparticipateinpractices,suchasJinliufu,takingadvantageoftheOlympicgamesBasedontheproduct,image,communication,publicrelations,activity,terminalperformancecomprehensivefactorssuchasthegapbetweentherealestateandwinewinebrandsituationhasacertaindegreeofgap,thegapinthefinalperformanceofthemarketingistomakewineestateorovertoYinendRealestatewineandbrandwinecompetitionsituationtransformationAlthoughtherealestateinmanyaspectsandwinebrandsofwinethereisacertaindegreeofdifference,butdoesnotmeanthattherealestatewinebrandofwinewouldbecertaintovanquish,isnottosaythatbrandofwinewillbewinecompetitiontogototheendInZhijiangrealestatewineDaqu,riversong,blastfurnace,liulingzuiwineriseanddeclineinawellknownLuwinecanbecorroboratedUniquewineestatehasotherwineintheproductcharacteristicsandculturalcharacteristicssuchasdifficulttobereplaced,suchasBeidacangLuzhou,usingrawmaterial,taste,ShiwanGuilinHuajiusweetricewine,ZhejiangYellowWinecultureHowtodigouttheseuniquevalues,spreadout,andmakeconsumerswillingtoacceptoutsidetheregion,andfinallyembarkedontheroadofbranddevelopment,istheonlywaytocompetebetweenrealestatewineandbrandliquorOnlybrandsarethemostpowerfulcapitaltoincreasevalueaddedandoutwardexpansionofrealestatewinesInordertobreakthebottleneckofthebrand,thewineestatemustmakefulluseofthecharacteristicsofproducts,inshapingthebrandvalueoftheproductsonthekeyfactorsofconsumerculture,affinity,channelrelationshipbuilding,soastomaintainthebrand'suniqueadvantagesTheupgradingofproductstructurecanalsoincreasethebrandofrealestatewinetoacertainextentandensuretheprofitsofenterprisesMediumandhighpricedproductscanalsomeetconsumerdemandforupgradinganddiversificationoftaste,toaddbrightspotstothemarketSixyearsandfifteenyearsXifengJuWenhighendmarketinShaanxi,HengshuitobuildasuccessfuleighteentheYangheRiverLaobaiganwineshop,mainproductsarethetypicalimageoftheclassicbluewineestateextendstohighendbrandofwinemarketMarketingmethodsactivationcanalsoenhanceconsumerawarenessWithEricTsanginthe"invinciblemasters"openingofthe"hotdance"and"betterandbetter,gettingcloser,"everytimeabottleofmeeting!ZhijiangDaqu,ZhijiangDaqu,drinkit!"Thesong,andthreemenwithsignsofcoolsuper!"EntertainmentmarketingmodelhasmadeZhijiangDaqubrandawarenessandsaleshavebeensoaringrapidlyConclusion:subjecttothestrengthoftheenterprise,theimpactofbrandwineonthenationalmarketandtheresistanceoftheregionalrealestatewine,therealestatewineisdoomedtobealongandarduousprocessintheprocessoftransformingtobrandwineBrandwineinordertofurtherbecomeasupercompetitor,willcontinuetoencroachonregionalmarkets,realestatewineinordertobeabletogetridofthepressureofbrandwine,butalsocontinuetoexpandmarketinfluenceTheresultofthegame,thewineestatewantlongtermZhanshanweiwangdoomedisjustanillusionGametothefinalresultisboundtobe,orafterthedevelopmentofrealestatewine,outoftheregiontobecomebrandwine,orbeeatenbybrandwine,ortowardextinction!

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地产酒能否长期占山为王(The wine estate long-term Zhanshanweiwang)

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