论白酒的品牌塑造

Investigation on Liquor Brands Building

中国白酒是世界六大蒸馏白酒之一,白酒品牌塑造是一个系统工程,白酒是物质和文化的融合,在白酒行业,品牌塑造显得尤为重要。从酒文化、酒的内在品质、科学系统的营销、主副品牌有机结合和掌握品牌更替的主动权等方面对白酒品牌的塑造进行了阐述。

Chinese liquor, as one of the main six distilling spirits in the world, its brand buidling plays important roles in liquor-making industry because the development of liquor has successfully integrated materials and culture. Liquor brands building is a systematic engineering. In this paper, liquor brands building was illustrated from the aspects of liquor culture, the inner quality of liquor, market promotion, organic integration of main brands and side brands, and the relations between gain and lose etc. （Tran. by YUE Yang）