Gongchuang Brand Planning Organization, foundation in Shenzhen, is a organization with a characteristic of " Creat the brand for Chinese enterprise". We are Specialing in Brand planning, Advertising, Marketing, Designing etc..We are concentrating on the brand studies, the brand creates the profession adviser that set up, the brand communication, expansion and brand management design plans organization.
 
 
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Θ 专家专栏 Specialist Viewpoint
Θ 专业文章 Speciality Article

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----我们擅长:
----以策略指导设计,----------------------------做有销售力的广告,-------------------------以低成本创造高效益!

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 服务领域:
> 市场调查与研究
> 品牌策划设计
> 新产品上市推广
> 样板市场运作
> 品牌整合传播
> 营销策划
> 企业形象设计
> 包装设计
> 展览展示设计
> 广告策划设计
> 营销管理
> 网站建设
> 影视制作

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共创品牌,共赢天下!

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---本站关键词:

> 深圳广告公司
> 白酒营销策划公司
> 白酒品牌策划
> 酒类营销策划
> 白酒招商策划
> 广告公司
> 深圳广告公司
> 深圳广告设计公司
> 广告策划公司
> 深圳品牌策划公司
> VI设计公司
> 深圳包装设计公司
> 营销策划公司
> 深圳标志设计公司
> 标识设计公司
> 深圳品牌设计公司
> 广告设计
> 品牌策划
> 营销策划
> VI设计
> 广告策划
> 策划公司
> 设计公司
> LOGO设计公司
> 平面设计公司
> 广告
> 品牌设计
> 标志设计
> 包装设计
> 标识设计
> LOGO设计
> CI设计
> CIS策划
> 画册设计
> 平面设计
> 深圳设计公司
> 深圳策划公司
> 深圳广告公司
> 广告设计公司
> 广告策划公司
> 品牌策划公司
> 品牌营销公司
> 营销策划公司
> 深圳广告设计公司
> VI设计公司
> 包装设计公司
> 标志设计公司
> 标识设计公司
> 品牌设计公司
> 深圳广告公司
> 深圳设计公司
> 深圳策划公司
> 深圳LOGO设计公司
> 深圳广告公司
> 平面设计公司
> 广告制作公司

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YOUHUIJIUYINGXIAOKANBAIJIUYINGXIAOXINQUSHI

  据中食协数据显示,2005年徽酒产量、销售收入、税金、利润分居全国第6、3、4、7位,在全国白酒百强企业和利税前10强企业中,徽酒分别占有10家和2家。除徽酒老大古井贡酒正处于改制风口浪尖上之外,徽酒涌现出口子窖、高炉家、迎驾贡酒、皖酒等众多的新锐力量以及市场效应可圈可点的金坛子、店小二等三线主流品牌。可以看出,无论是从产量、市场销售,还是市场营销运作手法、品牌影响力来看,徽酒力量已经成为中国酒类亮丽的风景,徽酒板块已经成为中国白酒一支重要的力量。那么近几年迅猛发展的徽酒,在营销上现在呈现那些新的趋势呢?我们不妨从几个角度来简单谈一谈。


  白酒竞争区域化程度增加进行时

  MUQIANBAIJIUXINGYEDIFANGMINGJIUSHILIBUKEDIGU,HENDUOLAOMINGJIUPINPAIDEJUEQIHEJUEXINGYIJINGSHIBUZHENGDESHISHI。TAMENZHENGLIYONGSHUYUZIJIDE“TIANSHI、DILI、RENHE”ZIYUANYOUSHI,ZHANSHANWEIWANG,ZAIWEILAI3DAO5NIANSHIJIAN,ZHEIZHONGZHUHOUGEJUDEJUMIANBUHUIGAIBIAN。QUANGUOXINGDEPINPAIWEISHUBUDUO,ZHENZHENGCHENGWEIQUANGUOMINGPAIDEZHIYOU“MAOWUJIAN”,XIANZAILUZHOULAOJIAOSHITOUYEFEICHANGQIANGJING。HAIYOUYIGEMINGXIANDETEZHENG:BAIJIUQUYUDEBANKUAIXIAOYINGRIYITUXIAN,HEXINQUYUSHICHANGRENGSHIDICHANJIUTIANXIA。

  ZAIJIUXINGYEYOUJUSUHUA“JIUBURUCHUAN,JIUBURUWAN”,SICHUANHEANHUISHIBAIJIUSHENGCHANDASHENG,DICHANJIUYIZHIBIJIAOQIANGSHI。NAHEFEIDIQULAISHUO,DICHANJIUDEJIAGECONGDIDIGAOQUANFANGWEIFUGAI,TONGGUOQIANGSHICUXIAO,ZHONGDUANMAIDUANDESHOUDUAN,JIWAILAIBAIJIUSHEZHILETONGQIANGTIEBI。ZHEIGEHUIJIUQIANGSHIDEGEJUJIANGZAIHENZHANGSHIJIANCUNZAI。ZUOWEIANHUIYIWAIPINPAIYIZHIHENNANFAZHAN,WAILAIPINPAIYUZHONGDUOHUIJIUPINPAIRUGUOJINXINGFENGKUANGDEDUIGONG,PINGENISIWOHUO,YESHIBUFUHEQIYEDEYUQI,SUOYI,ZHIYOUZHAODAOZIJIBENSHENDECHAYIHUADEYOUSHICAISHIZUIZHONGYAODE。

  MUQIANZAIZHONGGAODANGJIAWEICHANPINKOUZIJIAOHEGAOLUJIASHIHEFEISHICHANGDEZHULIU,ZAIANHUIQITADISHISHICHANGSHANG,TAMENDEBIAOXIANGEYOUQIANQIU。ZAILIHEFEIBUYUANDEFEIXI,BAINIANYINGJIAQUESHISHICHANGDEZHULIUCHANPIN。YINGJIAZHIXINGZHONGDEJINXING、YINXINGZAIHEFEISHICHANGYIJUNTUQI,YOUQISHIYINGJIAJINXINGGONGSHILINGLI。WENWANGGONGJIUZHONGDEYIPINWENWANG,PINGJIEQIZHUNQUEDINGWEI,YIZHILAOLAOZHANWEI30YUANZUOYOUJIAWEIBAZHUDIWEI。JIUYUNMIAOPINZAIHEFEIDETOURUYINIANYEZAIQIANWANYUANZUOYOU,YOUYUJINGXIAOSHANGDEGENGDIE,QIHUAFEISHIJIANHEGAOEFEIYONGDAJIANDEQUDAOYOUSHIBINGMEIYOUXIANSHICHUDUODADEYINGXIANGLI,ERCHENJIDUONIANDEANHUIJINZHONGZIJIUYEXIE“ZUISANQIU”QUNIANDUIHEFEISHICHANGJINXINGDAFANWEIDEBUDIANHEBUJU,YITUSHIFENMINGXIAN,XIANGZAIHEFEIZHEIGEANHUIHEXINZHANLVESHICHANGPINGJIEQIXIONGHOUDEZIJINSHILICHONGJIGEGEJIUDIANQUDAO,JINERHUODEQUDAOKONGZHIZHUDONGQUAN。


  终端渠道变革、转型进行时:

  XIANDAIKAQUDAOCHANGSHANG、SHANGSHANGHEZUOGENGJIAJINQIE:

  KAQUDAOZUOWEIXIANDAILINGSHOUDEZHUQUDAO,ZUOYONGRIYITUXIAN,WULIANGYE、JIANNANCHUNDENGCHANGJIAFENFENYUGEGEGUOJIDAMAICHANGYIJIQUYUZHIDINGPEISONGSHANGQIANDINGSANFANGHEZUOXIEYI,JINYIBUMIQIELEHEZUOGUANXI。ERDICHANJIUYESHIZUIDAHUADIJIZHEIXIELIANSUODECHAOSHIMAICHANGLIANHEZUOCUXIAO,JINXINGGEZHONGFANGSHIDEHEZUO,BIRU:ZUOHAIBAO、ZUOMENTOU、JINXINGDIANTANGQUANFANGWEIBAOZHUANG,TUXIANQIYEPINPAIXINGXIANG,WANGJISHANGDUITOUHEDUANJIAYESHIBUXIHUAFEIDADEDAIJIA,SUOYOUDEYIQIEDOUSHIWEILEYINGHEZHEIZHONGXINDEJINGZHENGHUANJING。XIANDAILIANSUOMAICHANGSHIYINGGAIGENGJIAZHONGSHIDEHUANJIE,DANSHISHANGCHAOGENGDUODEGONGNENGYOUSUOTUIHUA,GENGDUODEZUOYONGTIXIANWEICHUANTONGJIEQINGSHIDESHANGLIANGHEDANJIXINGXIANGCHENLIE、JIAGEBIAOGANZUOYONG。

  JIUDIANCHENGDANERPISHANGDEGONGNENGDEQUSHI

  HENDUODICHANPINPAIWEILESHULIBIAOGANSHICHANG,FENFENJIANGHEFEISHICHANGZUOWEIHEXINSHICHANGDASITOURUJUZIYUJIANGHEFEIDAZAOWEIYANGBANSHICHANG,CONGERSUZAOCHENGGONGDEYUNZUOMOSHI,YIBANGYANGDELILIANGDAIDONGANHUIQITASHICHANGDEKAIFA。ZICONGKOUZIJIAOYUNYONGPANZHONGPANCHENGGONGKAIFAHEFEISHICHANGYIHOU,HENDUODICHANJIUPINPAIFENFENXIAOFANG。XIANZAIGAOLUJIA、WENWANG、ZHONGZIDENGBAIJIUMAIDUANJIUDIANCUXIAOYIJINGSIKONGJIANGUAN,SHENZHIHAIMEIYOUDAOJIUDIAN,JIUZHIDAOZHEIGEJIUDIANSHISHEIDEDIPAN。MENKOUDEHONGDENGLONG,JIUPINPAIWEIJIUDIANBOLICHUCHUANGZHUANMENDINGZUODEZHUANGSHIXUANCHUANHUA,FANGFOGAOSUXIAOFEIZHE,ZHEISHIWOZHEIGEJIUPINPAIDESHILIFANWEI,YEXUQITAJINGZHENGPINPAIJIUSHUINIKENENGHEBUDAO。

  XIANZAIHEFEIDEJIUDIANYIJINGYOULEYIGEXINDEGONGNENG,BUJINJINSHIBEIGUANHUAIDEJIYINQUDAO,SHOUDAOCHANGJIADETOUZIHEBAOHU,XIANZAIYEZUOQIPIFADESHIQINGLAI。

  XIANGMOUPINPAICHUDESHUIJINGPINGZIDEBAOZHUANG,JIUDIANBUJINNENGXIANGSHOUDAO20~30%DEKOUDIANYOUHUI,ERQIEJIAGEBIPIFAJIAHAIYAODI,JINNIANBIJIAOLIUXINGDEMOUPINPAI,YIFANLI20~30%,ZHENGSHIZHEIYANGDELIYIDECIJI,YECUSHILEJIUDIANWEILECUJINXIAOLIANGSHANGSHENGJIANGHUOPIFACHUQU。SUIRAN,JIUDIANHEQITAQUDAODECHANPINYOUXIECHAYI,DANSHIXIAOFEIZHEHEERPIDOUBUSHIHENZAIHU。SHENZHIJINGCHANGHEJIUDEXIAOFEIZHEYEZHIDAOJIUDIANDEJIUSHUIJINJIABIANYI,HAIYOUDUIJIANG,SUOYIYOUDEXIAOFEIZHEDOUTUORENCONGJIUDIANNEIBUZHAOCAIGOUMAIJIU。MUQIANANHUIGAOLUJIA、WENWANGJIUDOUZAIYUNNIANGZHANGJIA,WEILEJIANGLIRUNKONGJIANJIADAYISHIYINGSHICHANGJINGZHENGDEXUYAO。

  MINGYANMINGJIUDIANSHENGCUNYOUDAO,YECUNZAIHENDUOYINHUAN:

  HAISHINAHEFEISHUOQI,SUIRANMINGYANMINGJIUDIANYIJINGHENDUOLE,DANSHIXIANZAISHULIANGQUEYOUZENGWUJIAN,ZAIQIANSHANLUBEILUDEYIGEXIAOQUFUJIN,JURANTONGSHIKAIYELELIANGJIAFEICHANGKAOJINDEMINGYANMINGJIUDIAN,GUIMODOUZAI100PINGMIYISHANG。SHUOMINGZHEIGEYETAIHAISHIQICUNZAIBINGFAZHANDEDAOLI,BURANSHENGYIRENBUHUIQUZHIRUOWU。

  LINGWAIHEFEIMINGYANMINGJIUDIAN,ANZHAOLAOBANDEJIGUAN,XINGYERENSHIBATAMENFENWEIJIDABANG:HENANBANG、FEIXIBANG、FUYANGBANG。XIANZAIZHEIGEQUDAOJIBENSHANGSHIKAOZHENGCELAIZUOCHENLIEMAIJIU,RANGTAMENZIJINEIXIANJINJINHUOLAIMAIHENDUOJIUBUSHIHENXIANSHI。GUANGSHICHENLIEDEJIANGLIJIUSHIBUXIAODEZHUANTOU,DANSHIHENDUOMINGYANMINGJIUDIANHAISHIKAOHUISHOUJIU、SHENZHISHIMAIJIAJIUMOUQULIRUN,MAIXIANGYANYESHIZHEIYANGDEFANGSHIHUOLI,SUOYIXINGYEKOUBEIBUSHITAIHAO,NAHUOQUDAOHECHIZHENGCECHAJIAYIJIYOUTEDINGDEXIAOSHOUGUANXIZIYUANSHITAMENDESHENGCUNZHIDAO。

  ERPISHANGGONGNENGRIYIBEICHANGJIATIDAI,LUNLUOWEIPEISONGSHANG:

  SUIZHECHANGJIAHEZONGDAILI、ZONGJINGXIAOFENFENCAIQUYUEGUOERPIZHIJIEZUOZHONGDUANDEZUOFA,ERPIHETONGHUMUQIANGONGNENGZHUBUBEITIDAI。HENDUOERPIDOUYIKAOCHANGJIAHUOZHESHANGYOUDEZONGJINGXIAODEYEWURENYUANHUOQUDINGDAN,RANHOUYOUTAMENQUSONGHUOSHANGMEN,YEYOUXIEERPILIYONGTEDINGDEZIYUANZUOTUANGOU,DANSHIJIBENSHANGYEWUDOUBIANCHENGBAOSHOUZHUANGTAI,ERPISHANGGENGDUOSHIFUQIDANG,KAILEYILIANGJIANMENMIAN,JIZUOLINGSHOUYOUZUOPIFA,ZAIFUJINDOUYOUZIJIDESHILIFANWEIHETEDINGDEKEHUQUNTI。XIANGDUILAISHUO,ZHIYOUHAODONGXIAODECHANPINJINHUODEJIJIXINGJIUGAOXIE,RUGUOPINPAIBUSHICHANGXIAOPINPAI,NEIMERUGUOLIRUNKONGJIANHUOZHECUXIAOLIDUBUDA,TAMENJIBENSHIGUANWANGZHUANGTAI,ZHIDAOCHUTAIYOULIYUZIJIDEZHENGCECAIKAISHITUNJIYIDIANHUOWU。

  DIANZISHANGWUDENGXIANDAIHUASHOUDUANDEYUNYONGZENGJIA:

  JIULEIZUOWEICHUANTONGXINGYE,DIANZISHANGWUDEYUNYONGHAIXUYAOYIGEGUOCHENG,DANSHIYIJINGBIAOXIANCHUHENHAODEQIANJING,WULUNSHIDAXINGGUOJILIANSUOMAICHANGRUJIALEFU、HAOYOUDUO、SHIJILIANHUADENGDEDIANZIDINGDANFANGSHIDECHANGGUIHUA,ZUOWEIJINGXIAOSHANGYEYINGGAITISUDUIYUDIANZISHANGWURENSHIHEZISHENYEWURENYUANYIJIGUANLIDESHUIPINGDETIGAO。

  HAIYOU70NIANDAI80NIANDAIHOUXIAOFEIZHETAMENDUIYUWANGLUODERENZHIHEYUNYONG,SHIDECHUANTONGJIULEICHANGJIAHEJINGXIAOSHANGYINGGAITIQIANZUOHAOZHUNBEI,ZHEIGEZHUNBEISHISIXIANGYISHIHEJUTIDEXINGDONG,GUANNIANDEGENGXINJIANGCUISHENGXINDEJINGZHENGGEJUDEYANBIAN。

  HUIJIUYINGXIAOSHANGDEQIANGSHI,CUSHIANHUIJIUYECEHUARENFENGGUANGWUXIAN

  HUIJIUDEHUIHUANGLIBUKAIMAIDUANJIUDIANZHEIYIYINGXIAOYETAI。CHENGGONGDEDIANFANYINGGAISHUOSHIKOUZIJIAO,YEJIUSHIYEJIELIUCHUANGUANGFANDE“PANZHONGPAN”HESUOWEI“XIAOFEIZHEHOUPANZHONGPAN”,HUIJIUYINGXIAOSHANGDEQIANGSHI,CUSHIANHUIJIUYECEHUARENFENGGUANGWUXIAN。HUIJIUSUOCHUANGXINDEBAIJIUDEYINGXIAOMOSHI,ZAITEDINGDESHIQIQUDELECHENGGONG,ZHENGJIULEHUIJIU,WEIHUIJIUXIANGQUANGUOBAIJIUSHICHANGJIAOBANDIANDINGLEJICHU。DANSHIBANSUICHUANJIU、LUJIU、SUJIUDEJUEXING,YIFANGMIANSHIXIAOFANGHUIJIUDEYINGXIAOMOSHI,LINGYIFANGMIANSHIJIEZHUYUDETIANDUHOUDETIANRANYOUSHIHEZHEIXIENIANLAIDECHENDIANJIXINGYENEIDEYOUXUZHENGHE。MIANDUIXINDEJINGZHENGHUANJING,ZUOWEIQITACHANGJIAHEPINPAIDOUXIANGYICHUANGXINQIUFAZHAN,SUOYIANHUIJIUYEDEYINGXIAOWAINAOZAIQUANZINEIYERIJIANZOUHONG,SHOUDAOQUANGUOFANWEIJIULEISHENGCHANQIYEDEHUANYINGHEGUANZHU。

  ZHEIQIZHONG,YOUXIESHIGUANGGAORENCHUSHEN,YOUXIEZESHIJIULEIQIYEYIXIANCAOPANSHOUHEGAOGUANBEIJING。QUANGUODEJIULEIZIXUNGONGSIHAIYOULIANGGEDAZHIDEGONGTONGDIAN,TAMENDANGZHONGZHANGMENRENHENDUOSHIANHUIREN,YOUYUGONGSIGUANYI“HEFEI“LIANGGEZIDEHANJINLIANGBURUBEIJING、NANJING、SHANGHAI、GUANGZHOUDEZHAOPAILIANG。SUOYITAMENFENFENZOUCHUANHUIFAZHANSHIYE,RUGUOYIJIAOLIU,TINGKOUYINNIJIUZHIDAOTAMENDOUSHIANHUIREN。

  还有一个特点就是,他们中很多人是出自同门,都在安徽金鹃国际广告公司工作过后来出来的另立门户的,象远景营销咨询、北京盛初营销、北京方德智业、上海奇虎咨询、上海英昂营销咨询、南京思卓营销咨询,核心成员都是从金鹃国际走出去的,可以说师出同门。他们目前发展得都很不错,很多已经是中国酒类咨询的大腕人物了。这一点安徽金鹃国际广告公司是为中国酒业做出了很大的贡献的,只不过这一点鲜为人知。(作者:戴晓虎)

   更多文章,陆续发表中,请关注专业杂志或网站,或登陆在Google或百度搜索。


 

 

   
 

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