宁夏贺兰山东麓葡萄酒品牌管理文化探讨

Investigation on Grape Wine Brand Management Culture in Wineries on the East Side of Helan Mountain

以宁夏贺兰山东麓葡萄酒企业为调研对象,从品牌管理文化理论出发,提出品牌管理文化的内涵。通过分析宁夏葡萄酒品牌管理文化的现状,从品牌管理思想、品牌管理哲学及品牌管理制度的层面,探讨了宁夏葡萄酒品牌管理文化的建设和创新措施。希望企业通过品牌管理文化的建设以增强品牌的生命力,从而使葡萄酒产品更具竞争优势。

The connotations of brand management culture were introduced from the perspective of brand management culture theory with wineries on the east side of Helan Mountain in Ningxia as the survey objects. Based on the analysis of the present status of brand management culture in those wineries, the establishment and the innovation of grape wine brand management culture in Ningxia were discussed from three aspects including brand management thought, brand management philosophy, and brand management system. We hoped that wineries could enhance their brand vitality by the establishment of brand management culture so that their grape wine products could gain competitive advantages.