贵州白酒品牌体系构建现状、存在问题及对策研究

Research on the Status Quo,Existing Problems and Countermeasures of Guizhou Liquor Brand System Construction

总结贵州白酒品牌体系建设所取得的重要成就,剖析贵州白酒品牌体系建设的短板,探索适应新经济形势的贵州白酒品牌体系构建路径,具有重要的意义。研究发现,贵州白酒类名牌产品数量逐年增多,区域聚集特征突出,形成了“高价高质”的品质特征,白酒品牌文化建设和品牌宣传推广取得成效,贵州白酒品牌整体价值尤其是贵州茅台品牌价值建设取得突出成绩。在贵州白酒品牌体系构建过程中,“公地悲剧”问题突出,品牌梯队体系、品牌内涵体系、品牌要素体系、品牌支撑体系、品牌营销体系、品牌体系建设战略规划、品牌知识产权保护等方面均存在不同程度的问题。针对上述问题提出相应的对策建议,构建适应市场竞争和白酒产业发展实际的贵州白酒品牌体系,才能使贵州白酒在全国市场上立于不败之地。

It is of great significance to summarize the important achievements made in the construction of Guizhou liquor brand system,analyze its shortcomings and explore the construction path of Guizhou liquor brand system to adapt to the new economic situation.The study found that famous brand products of Guizhou liquor have been increasing year by year,forming the quality characteristics of"high price and high quality"with prominent regional clustering characteristics.The liquor brand culture construction and brand publicity and promotion achieved results.Guizhou liquor,especially Guizhou Moutai brand value construction Moutai has made outstanding achievements.In the process of building Guizhou liquor brand system,the problem of"tragedy of the commons"was prominent,and there are various issues in brand echelon system,brand connotation system,brand element system,brand support system,brand marketing system,brand system construction strategy planning,brand intellectual property protection and other aspects.In order to make Guizhou liquor invincible in the national market,the corresponding countermeasures and suggestions were put forward,and the Guizhou liquor brand system that adapt to the market competition and the actual development of liquor industry can be constructed.