CAJ | 학술논문

白酒产业随中国经济的飞速发展而增长,这与人们几千年来的白酒消费习惯是密不可分的。正是这种习惯的代代相传,并逐渐加强,才有了今天白酒产销两旺的增长。传统消费习惯成就了今天白酒的鼎盛传向。目前,白酒企业的产品扩张主要分为副品牌、区域品牌和价值扩张模式。为了打造白酒品牌知名度和影响力,很多企业都将产品创新放到了首要位置。产品创新和品牌发展相辅相成,不同时代需要不同的产品来顺应市场的需求,白酒企业对文化和品牌的塑造应从＂厚古薄今＂向＂厚今薄古＂转变。研究酒文化的最终目的是为了企业生产和营销的发展,促进行业的提升。
백주산업수중국경제적비속발전이증장,저여인문궤천년래적백주소비습관시밀불가분적。정시저충습관적대대상전,병축점가강,재유료금천백주산소량왕적증장。전통소비습관성취료금천백주적정성전향。목전,백주기업적산품확장주요분위부품패、구역품패화개치확장모식。위료타조백주품패지명도화영향력,흔다기업도장산품창신방도료수요위치。산품창신화품패발전상보상성,불동시대수요불동적산품래순응시장적수구,백주기업대문화화품패적소조응종＂후고박금＂향＂후금박고＂전변。연구주문화적최종목적시위료기업생산화영소적발전,촉진행업적제승。
the increase of the liquor industry with the rapid development of Chinese economy is closely related with liquor consumption habits got into for thousands of years.It is this habit from generation to generation,and the gradual strengthening which cause the growth of liquor production and sales.Traditional consumption habits achieve today＇s liquor peak transfer.At present,the product expansion of the liquor business is divided into sub-brands,regional brands,and value expansion modes.In order to build a liquor brand visibility and influence,many companies put the product innovation into primary position.Product innovation and brand development complement each other.Different times require different products to meet market needs.The construction of culture and brand should change from ancient emphasis to present emphasis.The ultimate goal of the liquor culture research is to promote the development of production and marketing,and the industry upgrading.