近代中国“茅台酒”品牌的演进

Evolution of the“Maotai”Liquor Brand in Modern China

近代“茅台酒”品牌的演进与各时期的市场变迁及政商网络密切相关。北洋时期,茅台酒受到贵州军政高层的青睐,并参加物产博览会获奖,成为贵州名产。抗战爆发后,公教人员的大量内迁与后方贸易的封锁,改变了名酒消费的格局。茅台酒借助经营者的交际网跻身大后方市场,并形成特定名号的独立品牌。战后,茅台酒经营者通过其商业网,在国内各大城市建立代销体系,茅台酒获得更大的销售市场,进而成长为全国名酒。茅台酒的历史揭示出战争、市场及政商网络对商业品牌的形塑,也为近代经济活动中特定市场客体的演化逻辑提供了某种解释。

The evolution of the“Maotai”liquor brand was closely related to market changes and evolving state-business network at different junctures in modern China.In the early Republican China,Maotai liquor was especially popular within the top military and political circles of Guizhou Province and became a famous specialty of Guizhou after it won a list of specialty exposition prizes.After the outbreak of the War against Japanese Aggression,the influx of government employees and school staff into the inland and the trade embargo imposed by the Japanese changed the structure of premium liquor consumption.Maotai liquor became a famous and independent brand after it widely penetrated large areas under Kuomintang rule during the Resistance War.After the Resistance War,businessmen established a marketing network of Maotai liquor in major Chinese cities and the market share of Maotai liquor grew tremendously,making Maotai a reputed household brand in China.