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白酒行业近几年的发展令人瞩目,过去10年被誉为白酒的“黄金十年”。尤其是高端白酒的发展态势及其迅猛,到了一种非理性增长的地步。这一现象在2011年到了顶峰,而进入2012年以来,情况急转直下,对“三公消费”打压的政策倾向,将高端白酒的命运彻底改变,高端白酒原本平坦的“康庄大道”顿时成为布满荆棘的崎岖小道。于此同时,中低端白酒迎来发展机遇。本文就白酒的发展现状,浅析一下白酒行业的营销创新。
Liquor industry in recent years, the remarkable development of the past 10 years, known as liquor “Golden Year ”. In particular, the development trend of high-end liquor and its rapid, to an irrational growth. This phenomenon peaked in 2011, but since entering the situation in 2012, the situation has been drastically reduced and the policy tendency of suppressing the “three public consumption” has completely changed the fate of high-end liquor. The “red carpet” of high-end liquor has suddenly become Thorny rugged trail. At the same time, low-end liquor usher in opportunities for development. In this paper, the status quo of liquor development, analysis of liquor industry marketing innovation.