江西四特酒有限责任公司品牌建设研究

摘 要

白酒在中国具有举足轻重的地位，白酒文化自古闻名，源远流长，白酒业以其独有的魅力发展成为了中国经济的支柱型产业之一。随着白酒业的兴盛，人们对白酒也要求有从“量”到“质”的飞跃，这就使得中国白酒行业打起了“品牌”战，品牌是体现企业优越性和差异化最全面的体现，品牌无异于就是白酒业竞争的关键要素。

本文主要以四特酒有限责任公司为例，以国内其他白酒品牌为对比项，对两者的品牌进行系统全面分析，找出两者差异，发现四特品牌的品牌定位和价值追求，并据此探讨出对四特品牌进行整合优化的最佳方案，为四特品牌未来的全国化战略提供科学的理论支持。

同时，本文寄希望于通过对四特品牌的系统分析来了解各区域白酒品牌打造的方式和白酒市场竞争策略，进而为规范白酒业的发展和促进其良性竞争提供借鉴和启发。

关键词：四特酒  品牌建设  现状  规划

Abstract

Liquor has played an important role in China. Liquor culture has been famous since ancient times and has a long history. Liquor industry has become one of the pillar industries of Chinese economy with its unique charm. With the prosperity of liquor industry, people also require a leap from "quantity" to "quality" of liquor, which makes the Chinese liquor industry fight "brand". Brand is the most comprehensive embodiment of enterprise superiority and differentiation. Brand name is the key factor of liquor industry competition. This paper, taking the four liquor limited liability company as an example, makes a systematic and comprehensive analysis of the brand of the two liquor brands in China, finds the difference between the two brands, finds the brand positioning and the value pursuit of the four special brands, and probes into the best plan for the integration and optimization of the four special brands, which is the future of the four special brands. The chemical strategy provides scientific theoretical support.At the same time, this paper hopes that through the systematic analysis of the four special brands to understand the regional liquor brand building mode and liquor market competition strategy, and then to standardize the development of liquor industry and promote its benign competition to provide reference and inspiration.

Key Words：： site liquor   brand buiding   present situation   pianting

目  录

一．绪论1

（一）研究背景1

（二）研究意义1

（三）研究方法1

（四）研究思路1

（五）品牌建设研究现状及文献综述1

1.国外品牌建设发展现状及趋势1

2.国内品牌建设研究现状及趋势2

二．白酒行业与品牌建设概述3

（一）白酒行业概述3

（二）品牌建设的内涵3

（三）影响白酒品牌建设的因素3

1.白酒企业基础因素3

2.白酒产品基础因素3

3.白酒品牌文化因素4

4.白酒产品品质因素4

5.白酒品牌符号因素4

6.白酒企业文化因素4

7.白酒品牌推广因素4

（四）白酒品牌建设的原则5

三．四特酒品牌建设现及问题分析6

（一）全国市场品牌竞争比较6

（二）省内市场品牌竞争比较6

（三）四特品牌的知名度与美誉度调研7

（四）四特品牌建设存在的问题8

1.观念与发展匹配问题8

2.组织及管理模式问题8

3.品牌个性与定位问题9

4.品牌延伸过度的问题9

5.四特文化建设的问题9

四．四特的品牌建设规划10

（一）四特的品牌建设规划10

1.四特品牌产品结构规划10

2.四特品牌市场建设规划10

3.四特品牌识别体系规划10

4.四特品牌文化体系规划10

五．四特的品牌建设策略和实施保障11

（一）四特品牌推进策略11

1.系统品牌整合营销以提升品牌知名度11

2.优良品质与品牌积淀提升品牌美誉度11

3.正确品牌价值导向以提升品牌忠诚度11

（二）四特品牌建设实施的保障11

1.观念解放与创新11

2.组织变革与创新11

3.管理模式的支撑12

4.内部资源的保障12

结 论13

参考文献14