东麓葡萄酒品牌策略研究

Research on brand strategy of wine in the eastern foothills of Helan Mountain in Ningxia

当下全球葡萄酒市场的竞争激烈,创建强势葡萄酒品牌已成为竞争取胜的关键。宁夏贺兰山东麓被国际葡萄与葡萄酒组织评为世界葡萄酒明星产区,让贺兰山东麓葡萄酒品牌驰名全球是宁夏地方政府的主要目标。通过实地调查,走访贺兰山东麓葡萄酒产区了解产区的现状,分析品牌创建过程中存在的问题及原因,提出创建贺兰山东麓葡萄酒品牌的路径方法:培育葡萄酒消费市场,提升消费意识;降低葡萄酒的生产成本;明确葡萄酒产品定位;选择合适的品牌元素;通过体验营销,关系营销,产品策略,渠道策略,公共关系策略,次级品牌杠杆理论途径来创建强势贺兰山东麓葡萄酒品牌。

At present,the global wine market is intense,and establishing a strong wine brand has become a key to win the competition.The eastern foothills of Helan Mountain in Ningxia has been rated as a star wine producing area in the world by the International Organization of Grape and Wine.It is the main goal of the local government in Ningxia to make the wine brand in eastern foothills of Helan Mountain famous in the world.The problems and reasons in the process of brand creation were analyzed through field investigation and visited the wine producing region in eastern foothills of Helan Mountain to understand the current situation of the producing areas.The path method of creating the wine brand of the eastern foothills of Helan Mountain in Ningxia was proposed:cultivating the wine consumption market and raising consumer awareness,reducing wine production costs;clarifying the wine products positioning,and choosing suitable brand elements.A strong eastern foothills of Helan Mountain wine brand was created by experiential marketing,relationship marketing,product strategies,channel strategies,public relations strategies,and secondary brand leverage theoretical approach.