浅析四川原酒产业品牌化发展之路

Branding Development of Sichuan Base Liquor

当前中国白酒产业现状使原酒品牌化显得急需而必要。四川作为浓香型原酒的主产地同样需结合实际制定自身的原酒品牌化战略。在四川原酒产业发展现状的基础上,提出从通过整合资源与构建平台、突出文化与品牌意识、差异化与通用性相结合、强化与品牌酒企合作以及构建质量体系等发展策略,推进四川原酒产业品牌化发展。

Under the present situations of Baijiu（liquor）-making industry in China, the branding development of base liquor becomes urgent and necessary. Sichuan, as the main producing place of Nongxiang base liquor, is in need of the formulation of its base liquor branding strategies in consideration of its actual conditions. In this paper, some development strategies, such as the integration of the resources of base liquormaking enterprises, the construction of the platform, the intrigue of brand awareness, the combination of differentiation and generalization,strengthening the cooperation with famous distilleries, and the construction of quality system etc. were put forward to advance branding development of Sichuan base liquor.