中国酒业的品牌转型挑战（Challenges of brand transformation in Chinas wine industry）.docVIP

中国酒业的品牌转型挑战（Challenges of brand transformation in Chinas wine industry） In recent years, in the domestic wine enterprises competition pattern, there is a phenomenon worthy of our attention, that is, many liquor brands into the Pan wine or multi brand operations ranks. The original remote wine enterprises have adopted the brand extension, brand strategy and brand agents of foreign entry mode and the previous enterprise little correlation with the pan drinks field or playing multi brand operation banner. As can be seen, Chinas beverage industrys representative brand has set up a liquor industry brand thinking, intended to brand operators role change. So, what brand transformation challenges will they face? Big wine thinking, calling for outstanding product brands In each enterprise, there are always some products that play a significant role in achieving sales revenue and profits for the enterprise. And enterprises in the process of brand development, continue to introduce new product types to meet the constantly updated needs of consumers. To operate brands, first operating products, because the product as a direct carrier of brand experience, is the most effective market tool. Obviously, the commercial enterprise just relies on the outstanding product brand to be able to support the enterprise brand existence and the growth. Simply speaking, the enterprise is in a round of product replacement, accumulated its own brand strength, liquor enterprises are no exception. In recent years, many leading liquor brands are also combing and integrating product brands. For example, Wuliangye to sort out its OEM liquor brand, put forward 1+9+8 brand Pyramid model (i.e. 1 world-class brand, 9 national brands and 8 regional brands), to form a comprehensive coverage of the high low-end liquor brand architecture, and enter the field of health wine and Wine Moutai; the strategy of brand extension into the beer Wine, and the field of health wine; the main Fen Kingdom hidden Fenjiu, blu