论文部分内容阅读
产品定位2001年秋,我们与泸州老窖握手合作。在具体商讨开发什么品种时,泸州老窖方面推荐了泸州醇这个名称。这样就带来两个问题:一是泸州品牌的管理问题。以前曾有个泸威牌泸州醇,但两年前已停产停销,现在再推出泸州牌泸州醇,可能会受到市场残存货物的干扰,以及泸州老窖醇酒的影响;二是泸州醇的市场定位问题。白酒行业大小厂家林立,品牌数以万计。泸州醇如何在这个庞杂的市场中定位,将直接决定整个策划运作的成败。对泸州醇的定位,我们主要依据三点:一是白酒行业中品名为醇酒的整体档次。以五粮醇为代表,它是五粮系列中价位较低的一个品牌,茅台
Product positioning In the autumn of 2001, we cooperated with Luzhou Laojiao to shake hands. In discussing what the specific development of varieties, the Luzhou Laojiao recommend the name of Luzhou alcohol. This brings two problems: First, the management of Luzhou brand. Luzhou brand Luzhou alcohol previously, but two years ago has been discontinued, Luzhou brand Luzhou alcohol now, may be affected by the market residual cargo interference, as well as the impact of Luzhou Lao Li alcohol; Second Luzhou alcohol market Positioning problems. Liquor industry size manufacturers everywhere, tens of thousands of brands. Luzhou alcohol how to locate in this complex market, will directly determine the success of the entire planning operation. The positioning of Luzhou alcohol, we mainly based on three points: First, the liquor industry in the name of alcohol as the overall grade. To Wuliangye represented, it is the lower the price of Wulian series of a brand, Maotai