白酒品牌的文化细分——白酒文化与竞争力之五

Culture Subdivision of Liquor Brands ——Liquor Culture and Its Competitiveness(Ⅴ)

白酒品牌文化细分的目的,是将消费者随机品牌购买转为指牌购买。品牌名称是酒品牌的核心,是同类商品间差异的最大因素。目前白酒品牌文化细分的发掘还停留在表层,尚未深入到酒文化的深层,也未触动消费者的心灵而引起共鸣,品牌同质化严重。只有当每个品牌名称后有一个文化体系作支撑,这个品牌才有雄厚的文化基础,才具有品牌核心竞争力。所以,应在保证酒品质的前提下,充分挖掘酒文化的内涵,这是品牌文化建设的趋势。(冉升)

The purpose of the culture subdivision of liquor brands was to change the purchase attitude of the consumers from random purchase to purposeful purchase.The trademark name was the core of liquor brands and also the most important differential factor a-mong the similar commercial articles.Currently,the culture subdivision of liquor brands still remained in low level and rarely went to the heart of wine culture.Accordingly,liquor brands culture could not stir up the consumers' feelings and serious homogeneities of brands developed.Only when each trademark name supported by a set of cultural system,the trademark name then would possess rich cultural background and further have core competitiveness of brands.Therefore,under the prerequisite of the guarantee of liquor quali-ty,the deep meanings of wine culture should be full explored and manipulated,which was the development trend of brands culture.(Tran.by YUE Yang)