摘要
湖北省唯一的国家级名酒“黄鹤楼”,沉寂10年后,于2004年“五.一”前夕以全新的面貌重返市场,在短时间内创造了区域白酒市场铺货率第一、销售增长速度第一、消费者认知度第一的市场运作神话,使企业实现了快速的发展。其原因在于采取了:①用深厚的文化造就高知名度的品牌;②定位高端,打造第一地造品牌;③强化品质保证,荣获“纯粮”标志认证;④主打武汉、扩散周边的销售渠道建设;⑤实施全方位的IMC品牌推广等策略。
HuanghelouTM Liquor, once known as the only national famous liquor in Hubei province, has returned to liquor market with a fresh new appearance in May 2004 after 10 years leaving. Besides, it has realized a marketing miracle by creating several No.ls in regional liquor market （market distribution rate, sales increasing rate, and the popularity among consumers） in a short time. The reasons of enterprise rapid development cover the following aspects： ① famous product brand based on profound cultural background; ②high-class orientation to develop No.1 liquor brand; ③ensure liquor quality and win ＂pure grain＂ certification; ④constmction of an effective sales channel （Wuhan as the main sales center and products gradually spreading to the surrounding regions）; ⑤practice of the strategy of IMC brand promotion. （Tran. by YUE Yang）
出处
《酿酒科技》
北大核心
2006年第6期106-108,共3页
Liquor-Making Science & Technology
关键词
“黄鹤楼”酒
白酒市场
竞争策略
HuanghelouTM Liquor
liquor market
competitive strategy
