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酒业蓝海营销究竟作什么(Liquor blue ocean marketing exactly what to do)

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酒业蓝海营销究竟作什么(Liquor blue ocean marketing exactly what to do)酒业蓝海营销究竟作什么(Liquor blue ocean marketing exactly what to do) 酒业蓝海营销究竟作什么(Liquor blue ocean marketing exactly what to do) Liquor blue ocean marketing exactly what to do? Shu Guohua wine pioneer Chapter 1: what is the flag of blue ocean marketing of wine ind...

酒业蓝海营销究竟作什么(Liquor blue ocean marketing exactly what to do)
酒业蓝海营销究竟作什么(Liquor blue ocean marketing exactly what to do) 酒业蓝海营销究竟作什么(Liquor blue ocean marketing exactly what to do) Liquor blue ocean marketing exactly what to do? Shu Guohua wine pioneer Chapter 1: what is the flag of blue ocean marketing of wine industry? One. Who is the flag? He is a legend China liquor occupation manager scolds, he is a prominent team leader, he served as general manager from Langjiu sales to hailun Wuliangye God period, in the industry has created many well-known classic marketing case, but also for themselves to win the "national liquor industry the famous occupation manager" title. In view of his outstanding contribution in the high-end liquor industry and the tremendous impact on the industry, has been named: China's top ten brand planning experts; China's top ten management personnel and China's ten largest CEO and other awards. He is what's wine -- Blue Ocean marketing author, President of Hongkong Guowei Wine Group Two what did he do? 1. pens in business, the teacher resolutely go to sea 92 years, he flag from the identity of the teacher resolutely go to sea, joined the hope company. (the predecessor of the hope group, during which its business is still in Sichuan). 29 thousand and 200, the establishment of the Central Plains hope that the company, petty bourgeoisie became "impossible" thing. What's in the hope that the company (formerly hope group) led to 920 thousand yuan, Henan Xunxian County (north of Henan Province, western region) set up hope that the company's first provincial branch. Because of the backward concept and backward economy in Xunxian County, the Xunxian County Grain Bureau, as an investment partner, can not take any part of the 13 million 800 thousand. Ho flag with the past 920 thousand, 46 acres of land to buy, spend 460 thousand, cover the plant, staff quarters to spend about 200000, cash only about 100000. At that time, the purchase of a general feed line, the minimum price of about 600000, as well as the purchase of raw materials for the first time production of funds required nearly one hundred thousand. The funding gap is very large. I hope the company will make a proposal to withdraw Sichuan. He led a group of people, facing difficulties, with 30 thousand yuan to buy a scrap feed production line, through technical research, and finally able to produce powder, but can not produce granular materials. In order to meet the opening, from the hope that the Mianyang company borrowed two wagon particles expect Xunxian County. Opening day, sold only 3 pounds, 8, two, is an old farmer holding a try to buy. The market pressure at that time was enormous. 3. guns and cannons to beat the market in Henan, successfully defeated several times in their opening is strength. In the feed market in Henan, multinational companies are in the opening group billion investment, this paper establishes the board, from the financial strength, production conditions, technical strength, plant scale, etc., and can not hope the Central Plains company opened Zhengda confrontation. But after the central plains where the employees want the company's general manager under the leadership of the market in Henan, opened the first year was successfully defeated, to achieve 4 million 800 thousand net profit, and in stark contrast to the opening and the emergence of Zhengda year loss 20 million, continued losses. The 4. battle of Henan, a famous battle, the Central Plains hope model popular in the country, lay one hope group grand dominance. The Central Plains hope the company demonstrated success in Henan legend, classic battle cannons caused their defeat CCTV, people's daily and other central level media attention, Henan TV, Henan daily and other media reports and at the provincial level. Wall Street journal, Washington Post and other well-known international media hope that the Central Plains company's leadership tasks, what flag annual regular interview. What's this period has served as the deputy head of Xunxian County science and technology, Henan Hebi municipal CPPCC, vice chairman of Hebi Federation of industry and commerce, Hebi Municipal Federation vice president, vice president, office, Henan Young Entrepreneurs Association vice chairman in December 1994, won the title of outstanding private enterprises in Henan province. During this period, he has won the pacesetter of "spark leader in science and technology" in China, "Ten Outstanding Youth News figures in Henan", "outstanding contribution talents in Henan province" and "Henan talent" From 1994 to 1995, the company has been in Henan Province, city, county, named "Henan province feed industry enterprises, one of the" eight "economic benefit and social benefit is good", "1994 animal husbandry second step advanced unit", "quality trustworthy unit of measurement". In December 1994, at the excellent private entrepreneur exchange conference in Henan Province, he was warmly received by the leaders of the central and provincial authorities. The central hope mode after extensive media coverage, in the southwest silently hope for the development of corporate intangible assets a rapid expansion, hope the company quickly launched in the country a low-cost acquisitions, mergers and acquisitions, many tens of millions of assets feed mills have defected to the hope camp, free of charge to the hope group. In the past five years, I hope the company in the country of incorporation, set up more than 70 hope branch, the hope group entered the fast track of development, lay the hope group. He was named "the first printing press" of hope group, and was named the best general manager for five consecutive years. 5., seeing the general trend of the development of the western region, resolutely go back to Sichuan and enter the liquor industry. When the group hopes to reach its peak, Mr Ho made an unexpected decision, resigned from the hope group and went back to Sichuan in search of a new challenge. In a comprehensive analysis of Sichuan's three major resources: Sichuan, Sichuan, Sichuan wine (talent), decided to enter the wine. 6. supporting the building in the dump, turn the tide that back in its inspiration, success will bring out the plight of Altai. Altai industrial is well-known domestic wine sales predators, wine Whampoa military academy, but also the first domestic brand buyout operation of the company. In 2000 the Altai problems outside the storm, dragon trapped shoal, depressed. Outside the storm: and Wu Xiangdong (president of cash Fook boss, the new Hualian Group) for Sichuan wine King problem lawsuits. Internal problems: its agents for Sichuan wine King legacy have from the camp, the company continues to lose talent. Altai then come what flag, hope from Altai featuring daliang. After Altai, he's made a survey, find ideas: 1. Altai agent of many brands, to form a core brand and marketing advantages, need to be cleaned, traveling light. 2. dealers in Altai need to establish the distributors of disunity, Altai confidence, together hold together to conquer the world. In the face of Altai's problems, he uses an amazing trick: the national general manager of Altai! He banner in the election, in the face of fierce competition, in the face of the expert group's critical evaluation, with four hours of excellent campaign speech, successfully passed the five pass, six, will serve as general manager of Altai. This s sleeve to three birds with one stone: 1. attracted sufficient attention to the wine industry, reshaping the image of Altai. 2., with the image of reform, to enhance the dealer's confidence in Altai. 3. attract a large number of talented people to Altai to solve the pains of blood loss. Ho ho set up a sound marketing system, and launched three years in Altai to create 100 millionaires activities, the industry shake 7. the wine momentum is compelling, hand Yan Aijie, Langjiu group reunion. In February 2001, the wine industry called the off-season, he flag will be the majority of Altai agents cut off brands, concentrated resources for the groom's wine. After four months of operation, the wine A new force suddenly rises. threat, sales of old Langjiu, "conflict and Langjiu" and "groom wine" in the market more obvious, when he was deputy general manager of Sichuan Langjiu group, general manager of Langjiu sales company Yan Aijie no longer sit still, you must be the integration of two dealers, sales team and brand, for two days and two nights of negotiations with any flag, agreed to all conditions in Altai, Altai No. more than 80 people for docking and Langjiu camp, successful rendezvous Langjiu group. After the two teams joined forces, Yan Aijie and ho banner conducted a division of labor, Yan is responsible for business over channels, what is responsible for food and beverage channels?. In October 2001, Lang Baoguang pharmaceutical restructuring, into the cause of national unrest, and what Yan Aijie's has left Lang. 8. accurate positioning, turn bad into good operation, Wuliangye God Wuliangye God as once in the liquor industry failed brand, positioning is not clear, the market operation is not successful. Wuliangye puts forward the strategy of transferring products to medium and high prices. This will go with high-end wuliangye. Please come to the wine industry famous professional manager Mr. ho flag to carry out overall operation. To succeed in the dying brand is a thing that has never happened before in the industry. Before: Wuliangye nectar: divided into Jiapin, treasures, frosted bottle. Terminal price, low price in more than 20 yuan, high priced in 200 yuan or less. What's a prescription: to be successful will die the brand positioning must be accurate Wuliangye God half alive. In Wuliangye's price positioning, there are many voices: What flag did not agree: This is to grab the market with Wuliangye. What's to say: This is Shuijingfang, others one step ahead, you must adapt others to formulate the rules of the game, your momentum also does not show up, both sides fight between the two tigers. More than 3.600 yuan He said: you set more than 600, others can make more than 700, more than 800. All factors combined, Wuliangye accurately locked in God price: 990 yuan, a clear positioning -- the first expensive wine. This is a bold and ingenious, sophisticated pricing strategy, if the other 1000 is the gift of wine, wine collection wine, the size of the market, sales are not to go. If less than one thousand will be subject to 990 yuan Wuliangye god. He led the team's Piganlidan, good governance, has created a number of China nectar Wuliangye Liquor (such as the first Wuliangye God culture project.) The liquor industry, the record for the fastest 03 years to create 04 years and create the liquor industry leaders Tongren low cost propaganda precedent, Wuliangye God drunk beauty pageant, Wuliangye God forced Dao Lang to drink, 05 years landed in the beauty Legion marketing, the national level two level of market sales of Wuliangye God full beyond other competitors. Many dealers said: get the Wuliangye God dealership, occupied the Chinese induced high liquor! God got Wuliangye distribution rights, to get a huge book! Get the Wuliangye God dealership, won the golden key super successful career! 9., wine blue ocean marketing, and create a New Oriental wine market Now has ten CEO foreign trader's reputation he entered the Hongkong Paul group, Hongkong Paul group with strong financial strength, using blue ocean marketing strategy, based on a Chinese oriented world of "Oriental wine" Wine Revolution was born. The goal is to "Oriental wine in the wine into China Paul well-known foreign brand in five years, the Oriental wine" Paul wine into a world-renowned wine products in ten years, intangible assets of not less than 10 billion yuan. The second chapter, what is he doing? Liquor blue ocean marketing where landing? A business. - Blue Ocean marketing landing - Guowei wine Hongkong Paul International Group is the Ocean University of China national life science and technology talents training base to build units; is a marine science and technology, high-tech enterprises in the development, production of marine biological nutrition products industry. Ocean University of China is the only comprehensive marine university in Southeast Asia. It is one of the key universities in the construction of "985 Project" and "211 Project". National Marine Drug Engineering Research Center and the United Nations Educational, scientific and cultural organization and China Marine bio engineering center are also located in the sea. Ocean University of China on behalf of the Southeast Asia the most cutting-edge marine biotechnology, in Chinese Academy of Engineering Guan Huashi Wiil under the leadership of the principal, the number 973 project school bear has accounted for 1/3 of the total number of the world, 863 projects undertaken are ranked first in the national marine scientific research institutions, made a significant contribution to the national and local economic and social construction the development and progress of science and technology. Ocean University of China's "national training base for life science and technology talents" is one of the first bases established by the Ministry of education and the State Development Planning Commission in 2002 and approved by 36 universities in china. The "base" in marine science, significant characteristics, National Engineering Research Center and the marine drugs UN UNESCO Chinese marine biological engineering center as the basis, to the life sciences as the core, in order to provide innovative platform for teaching and research personnel, to promote the transformation of scientific and technological achievements and its industrialization. With such advanced marine science and technology, "Paul" in persistence and courage of the spirit of enterprise, in the development of passion and reason, endeavour in faith and ideal, become an independent school in the field of health in human life for the cause of human health to contribute. Chinese brand operators -- Dalian Guowei Wine Development Co. Ltd., with China market characteristics, Hongkong Paul International Group to absorb strong domestic capital together, and hiring proficient in the domestic liquor market excellent occupation managers, combined with the foreign management mode of operation, to have China characteristics of the brand management mode of operation, in order to adapt to the market China district. Two. Behind the Oriental wine legend Paul According to historical records: sixteen years of Qianlong (1751 AD), Emperor Qianlong parade, incognito, day tour to the seaside, met an old woman, healthy spirit, ask the older woman, said: ninety eight, Qianlong was surprised, the ever-young the recipe, replied: to drink wine with abalone and sea cucumber. The emperor exultation, immediately led the woman into the palace, high salary good woman, deeply moved to Qianlong presented family heirloom "longevity secret wine party" at this time, the emperor know: the woman is "Compendium of Materia Medica" author Li Shizhen of the sixth generation, the secret of Li Shizhen in the Ming Dynasty years (AD 1575) development and then, from generation to generation. Emperor Qian Long Pro longevity secret wine drink quick results, was given quasi number: "Lee longevity secret wine party". Emperor Qian Long lived in Kangtai from the age of 83, becoming the oldest person among the emperors of china. In the late Qing Dynasty, Li Shizhen moved to Hongkong from the sixteenth generation, "Lee longevity secret wine party" gradually fade out of sight of people, the manual version finished only a few brewing overseas to enjoy, in 1995, successfully developed with the first generation of "Paul abalone nutrition wine", this ancient oriental queen's Secret wine has just delivered from oppression and, as the world attention to the nutrition and health of people to enjoy, and because of its unique brewing process and the scarcity of resources, more become Europe and upper society people in Southeast Asia distinguished experience consumption symbol. Even today, With the rapid development of Chinese economy and a huge consumer market space, Hongkong Paul International Wine Group in 2004 to invest $80 million in Jilin province China established production base, and the establishment of professional sales company in Dalian China (Dalian Guowei Wine Development Co. Ltd.), the drifting overseas for hundreds of years and has been in the recipe. The international market ten years of successful operation of the brand back to his native country, in order to let the Chinese people to witness the legend. Three. Oriental wine -- Paul. "China wine" in abalone and sea cucumber 90% ingredient, with 10% delicacies, the Ocean University of China "high-tech marine biological purification technology" (abalone and sea cucumber fishy fishy technology technology, combined with Hongkong Lee) biological technology research center Li Shizhen in 1575 (Ming Wanli years) the original "Lee longevity secret wine party", through "aerobic fermentation" Seiko brewing. After dozens of experts in marine biology for more than 3 years of painstaking research and experiments in the past thousands of times, mixed abalone wine basis, at the end of 2004 at the Ocean University of China developed by abalone "Paul wine raw material purification". It cost $8 million 700 thousand. This is the world's first abalone, sea cucumber as raw material purification and brewing of "marine biological nutrition wine."". After testing, this product is not only "healthy people nourishing tonic wine", but also the world's first "diabetes patients can drink wine."". Products with its unique function of regulating blood sugar to fill the world gap. And its taste is good, can be heated, frozen and a variety of dilution way to drink, while enjoying health, but also add to the fun of drinking. The third chapter, how does he flag do? Wine blue ocean marketing how landing? First, blue ocean marketing basis force - excellent products and backers 1, a strong foundation - Hongkong Paul International Group, a comprehensive revitalization of marine biotechnology and human health industry, with a strong marine science and technology as the forerunner, at a cost of $8 million 700 thousand, successfully developed the world's first abalone, sea cucumber as marine biological nutrient wine brewing "purification of raw material". 2, the profound culture - using 400 years of history of Li Shizhen in 1575 (Ming Wanli years) the original "Li long life secret wine side", through "aerobic fermentation" Seiko brewing. 3, the origin of base - taken from the world famous abalone and sea cucumber origin - Long Island (by contrast experiments, scientific proof, this area produced abalone and sea cucumber in the mediation of blood glucose has the most significant effect), due to the limited number of precious marine organisms, so the products are scarce. 4, the extraordinary quality of product ingredients except 90% abalone extract, sea cucumber extract, also contains 10% active ingredients extracted from Chinese wolfberry, Chinese yam, cinnamon, liquorice, jujube, mulberry, Ge Gen and other Chinese herbal medicine. 5, legend reputation - the world's first "diabetes can drink wine"; in May 2004 won the "international famous brand fair" gold medal". Two. Blue ocean marketing support - Marketing support: Six guarantee measures for terminal construction" Market launch: full support for the regional market launch plan Model molding: to promote the building of terminal image store Approach assistance: actively carry out the terminal promotion activities and bear the corresponding costs Reserve subsidy: share the entry fee with the seller Joint terminal: the use of brand special joint terminal centralized promotion Three, blue ocean marketing amplification - dissemination promotion "core strategy."" Domestic first-class brand originality Famous brand management consulting company creative, design, production. Heavyweight media delivery The national key market TV, provincial TV stations and print ads have been scientifically and effectively put into effect, the commanding heights of important cities, transportation hubs, high grade highways, outdoor advertisements, well-known magazines and newspaper support. All-round dissemination of goods distribution Provide all kinds of advertising and promotional material support to distributors. Systematic integrated marketing communication In the market, start, lift, storm, on the volume, stability, sniper and other different market forms, in different ways of communication and different activities to support dealers. Powerful overall operation Through large-scale event marketing - "sister of the year 2006" naming, public relations promotion, festival marketing, industry alliance and other propaganda campaign, in a wide range of target consumer market, create a good atmosphere. Four, the executive power of blue ocean Marketing - destroy the elite team of the city Elite combat team Paul wine marketing personnel from the team, this is a rattling professional marketing team Three characteristics of the team: high starting point: from marketing, planning, implementation of all aspects of the open. High standards: team core members are trader Wuliangye, Moutai and other major brands in the high-level. The team's core personnel are engaged in wine and beverage marketing for more than 8 years, other personnel for more than 5 years, has a wealth of theoretical knowledge and practical operation experience, and has a stable national network resources, Familiar with the wine shop, restaurants, supermarkets, and other channels of circulation; and practical case! High quality: wide embrace of China's wine industry, each group of excellence, the team has more than 100 high-quality combat force marketing team. Our team of expert training, brand management, brand design, marketing, technology and market analysis of the logistics management, the industry has excellent sales executive and sales executive backbone hundreds of liquor, composed of the above marketing elite team is our important group of male China liquor disdain for the capital, the team not only have strong learning ability also, vigorous and resolute, the execution of The wind puffs the clouds away.
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