CAJ | 학술논문

白酒品牌升级是企业在建立和维护自己品牌资产时所使用的重要战略和战术手段。从品牌的发展路径看,一个企业的品牌从无到有,从弱到强,正是品牌培育与建设的方向。纵观许多知名品牌的成长轨迹,就是通过不断的升级,实现了从无名品牌转向知名品牌,从区域名牌发展为全国名牌;中国白酒所蕴含的文化基因是丰富多彩,问题在于,我们如何把这种基因以消费者喜爱的方式植入他们的意识,从而让他们对白酒文化产生热爱,这就是白酒时尚化的实质。
백주품패승급시기업재건립화유호자기품패자산시소사용적중요전략화전술수단。종품패적발전로경간,일개기업적품패종무도유,종약도강,정시품패배육여건설적방향。종관허다지명품패적성장궤적,취시통과불단적승급,실현료종무명품패전향지명품패,종구역명패발전위전국명패;중국백주소온함적문화기인시봉부다채,문제재우,아문여하파저충기인이소비자희애적방식식입타문적의식,종이양타문대백주문화산생열애,저취시백주시상화적실질。
upgrade of the liquor brand is important strategy and method to establish and maintain its own brand assets.It is just the direction of brand development and construction from nothing to something,and from weak one to strong one.Throughout the growth course of many well-known brands,it can be seen that the development of the brand is a continuous upgrading process from an unknown brand to a well-known one and from a regional brand to a national one.The content of Chinese liquor culture is colorful.The question is,how to put these colorful content into the consumers＇ mind in their favorable ways,so that the consumers will love the liquor culture and finally realize the essence of liquor fashion.