四川中小白酒企业品牌化路径研究

Reserch on the Branding Path for Liquor-making SMEs in Sichuan

塑化剂风波、中央"控制三公经费"以及央视曝光四川低端白酒勾兑潜规则等重要事件,促使发展四川中小白酒企业品牌化之路迫在眉睫。四川中小白酒企业可以在小众品类、庄园效应、品牌整合、聚焦协同和延续贴牌等思维指导下,选择"深入发掘酒文化借力文化营销;借助事件营销;细分市场做区域低端王;与时俱进借助年份酒暗示历史悠久"等途径提升品牌、拓展市场。

Three big events including plasticizer storm, strict control of public fimds, and hidden rules in low-end liquor blending in Sichuan ex- posed by CCTV prompted the branding development inevitable to Sichuan liquor-making SMEs. Under the guidance of the ideas such as niche category, manor effects, brand integration, collaborative operation and OEM etc, liquor-making SMEs in Sichuan could enhance their brand value through digging their cultural backgrounds, practicing event marketing, partitioning the market to occupy low-end market, and developing age liquor to display its long history etc.