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中国是酒的故乡,在中华民族五千年的历史长河中,酒一直占据着重要的地位。在几千年的文明史中,酒几乎渗透到社会生活中的各个领域。白酒行业对于中国来说,是个特殊的行业,因为白酒作为中国传统文化的一种符号,早已脱离了单纯的物质层面,而成为中国精神层面的一种寄托工具和平台,它在中国人的工作、生活等方面具有不可替代的作用。发展至今,白酒行业也许是竞争最为惨烈的行业,同时也是营销模式最雷同的行业,大部分酒企非常关注工艺、关注地域、关注年份、关注酒窖、关注历史……尽管有些企业已经率先在尝试新的品牌营销模式,但是因为还没有形成系统化运作,还是没能有效地进行。面对主流消费群体的老化,面对新生代消费群体对白酒消费的淡化产生的消费断层,白酒正面对一道“传统”与“时尚”的选择难题。
China is the hometown of wine. In the 5,000-year history of the Chinese nation, the wine has always occupied an important position. In the history of civilizations for thousands of years, wine has infiltrated into almost every area of social life. Liquor industry is a special industry for China. Liquor, as a symbol of Chinese traditional culture, has long since departed from purely material aspects and has become a kind of sustenance tool and platform for Chinese spirituality. , Life and other aspects have an irreplaceable role. Since the development so far, the liquor industry may be the most competitive industry and the most common industry in marketing mode. Most of the wine companies are very concerned with the technology, geographic area, year of concern, wine cellar and history ... Although some enterprises have taken the lead in Try a new brand marketing model, but because it has not yet formed a systematic operation, or failed to effectively. In the face of the aging of the mainstream consumer groups, in the face of the consumption fault caused by the desalination of the consumption of the white wine by the new generation of consumer groups, liquor is facing the difficult choice of “traditional” and “fashion”.