CAJ | 학술논문

“即墨老酒，黄酒北宗”，就知名度和酒品质量而言，即墨老酒可以与绍兴老酒相提并论。但是近些年来，绍兴老酒的品牌知名度和市场份额已经远超即墨老酒，并逐步迈向国际化。基于此，分析即墨老酒行业现状及市场情况，从营销和发展战略方面探讨实现即墨老酒业品牌振兴的对策。
“즉묵로주，황주북종”，취지명도화주품질량이언，즉묵로주가이여소흥로주상제병론。단시근사년래，소흥로주적품패지명도화시장빈액이경원초즉묵로주，병축보매향국제화。기우차，분석즉묵로주행업현상급시장정황，종영소화발전전략방면탐토실현즉묵로주업품패진흥적대책。
＂ Jimo old wine, the north origin of rice wine＂. In terms of history and quality, Jimo old wine is equal to Shaoxing old wine. However, in recent years, Shaoxing old wine, which is becoming an international brand grad- ually, surpasses Jimo old wine in both brand awareness and market share. This thesis mainly aims to analyze the market situation and explore the brand-rejuvenation of Jimo old wine.