试论中国葡萄酒成熟品牌的副品牌开发策略

The Analysis on the Sub-brand Development Strategy of Chinese Wine Mature Brand Name

本文通过对中国葡萄酒品牌发展现状的介绍,同时结合目前理论界副品牌策略的分析与分析,进一步明确了副品牌开发策略对于葡萄酒成熟品牌发展的必要性,并提出了在副品牌开发过程中应考虑的若干问题。

This article proposes some new understandings of wine brand communications based on the main study of sub-brand development in the field of marketing management. And by analyzing mainstream wine brand names in China, it also lays emphasis on the issues that should be taken into consideration in the process of sub-brand development.