摘要
随着白酒企业的质量管理水平不断提高,白酒产品越来越趋向于同质化,最终区别产品的唯一特征就是品牌。如何更有效地挖掘品牌的内涵持续创新,如何在有效的资源配置下采取更有效的推广方式是塑造品牌这一宝贵的无形资产的保障。对白酒品牌塑造的时代背景、品牌涵义及价值、白酒品牌的内涵塑造及品牌营销进行了分析。
The incessant improvement of quality management level in liquor-making enterprises might result in homogenization of liquor products.Ultimately,brand is the only approach to differentiate different liquor products.How to keep innovation for the inner meaning of liquor brands and how to spread and secure such intangible assets？ In this paper,the time-background of building liquor brands,the inner meaning and values of liquor brands,and market promotion of liquor brands were analyzed.
出处
《酿酒科技》
2010年第12期102-104,107,共4页
Liquor-Making Science & Technology
关键词
白酒
品牌
内涵
文化
liquor； brand； inner meaning； culture；
