“次高端”白酒强势品牌创建路径探析

Brand Building of Second-rate Baijiu(Liquor) Product

提出了当前"次高端"白酒品牌建设的路径:回归白酒本质,实现基于高品质的红海突围;坚持正确、科学且持久的品牌定位战略,抵抗价格竞争压力;塑造持之以恒的品牌文化战略并适应未来年轻化、碎片化的核心消费群需求变化;建立多元化的销售渠道,使传统渠道与电商渠道、直营渠道并存。希望通过各项策略的实施成就"次高端"白酒市场的强势品牌。

In this paper, the brand building routes of second-rate Baijiu（liquor） products were summed up as follows： second-rate Baijiu（liquor） products＇ return to the nature of liquor itself to achieve breakthrough in the market based on its high quality; persisting in appropriate, scientific and durable brand positioning strategy and resisting low price strategy; building persistent brand culture strategy to adapt to the demands of young and diversified consumers; establishing diversified sales channels including traditional channels, e-commerce channels and directly-managed channels. The practice of the above routes might build miahtv brands of second-rate Baijiu（liquor） product in the market.