避重就轻,从细分市场中智取蛋糕,无疑是实力不济的中小型白酒企业的营销高招。 2002年,笔者服务的 G 酒业公司,通过对自有资源及宏观竞争环境进行客观的分析、权衡利弊后,决定将喜宴市场作为突破口,以江苏 Y 地级市为试点,从策划到执行,历时近一年,取得显著成绩,同时也为身处逆境的弱势白酒品牌的营销运作提供了一条思路。喜宴市场机会分析俗话说,无酒不成宴。无论是亲人团聚、商务宴请,还是红白喜事、朋 Avoid negligence on the light, take the cake from the market segments, is undoubtedly the strength of small and medium-sized liquor business marketing tactics. In 2002, after serving objective analysis of its own resources and macro-competitive environment, G Wine Company, which was served by the author, decided to weigh the advantages and disadvantages of the wedding banquet as a breakthrough to take Jiangsu Y prefecture-level city as a pilot from planning to implementation, It lasted nearly a year and achieved remarkable results. At the same time, it also provided an idea for the marketing operation of the disadvantaged liquor brands under the adverse circumstances. Wedding Banquet Market Opportunity Analysis As the saying goes, no wine is not a feast. Whether it is family reunion, business dinner, or red and white wedding, friends