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杜康酒是中国的历史文化名酒,距今已有4000余年的历史。“何以解忧?唯有杜康。”一代枭雄曹操的一首《短歌行》更是让杜康酒名扬天下。杜康是一个特殊的品牌,既是人名、地名也是品牌名,这是在全国酒类品牌中非常少见的。杜康的发展也是经历了风风雨雨、起起落落,后来因体制和历史原因,导致品牌分裂和下滑。2009年洛阳杜康控股有限公司对杜康进行了战略性的整合,对过去两家杜康——汝阳和伊川,实现了合并,解决了约束体制发展的问题。整合后的杜康销售收入连续三年以至少翻一番的速度增长,但要实现“复兴杜康、为国争光”的历史使命,以及要力争在2016年实现销售收入突破100亿元,跻身国内白酒行业十强的发展规划,需要对杜康酒在中国白酒的地位与价值有准确的定位。
Dukang wine is China’s history and culture famous wine, dating back more than 4000 years of history. “Why worry? Only Dukang. ” Generation Cao Cao’s a “short song line” is to make Dukang famous wine world. Dukang is a special brand, both names, place names are brand names, which is very rare in the national liquor brand. Dukang’s development also experienced ups and downs, ups and downs, and later because of institutional and historical reasons, leading to brand division and decline. In 2009, Luoyang Dukang Holdings Co., Ltd. conducted a strategic integration of Dukang and realized the merger of the two past Dukang-Ruyang and Icheon and solved the problem of the development of the restraint system. The integrated Dukang sales revenue has risen at least a doubling rate for three consecutive years. However, to achieve the historic mission of “rejuvenating Dukang and winning glory for the country,” and strive to achieve a breakthrough in sales revenue of 10 billion yuan by 2016, Top ten domestic liquor industry development plan, need to Dukang liquor in China’s liquor status and value of an accurate positioning.