会蒙白酒“红摩51.3”在中国市场的品牌战略研究

发布时间：2018-01-19 03:24

本文关键词： 白酒市场竞争战略品牌战略　出处：《复旦大学》2010年硕士论文　论文类型：学位论文

【摘要】： 会蒙国际集团总部位于全球经济、文化、金融、贸易、航运、物流等汇集中西方文明和现代时尚的东方明珠——上海。集团主要从事矿产资源、酒业、贸易、投资、科技。是一个综合性的企业集团。公司总资产2.8亿元。会蒙酒业事业部在秉承了中国传统白酒酿造技术和深厚文化背景的同时,与时代共前行,结合国际先进的生产技术经营理念,推出了一款自主研发白酒品牌——红摩51.3。通过对中国白酒的宏观环境和市场环境的分析,白酒市场将面临六个转变,即从“中低档”消费向“中高档”转变、从“白酒主导”向“酒类多元”转变、从“功能诉求”向“文化诉求”转变、从“感性需求”向“理性需求”转变、从“大众市场”向“细分个性”转变、从“渠道控制”向“品牌塑造”转变。通过对会蒙白酒的SWOT分析,本文提出了“红摩51.3”的品牌定位为“时尚、品位”,并设计两款产品。一款是“红摩51.3”,进入传统渠道；另一款是“红摩51.3(妖娆)”,进入走夜场会所等渠道。在广告上,突显尊贵、高尚、品位,显现上海的时尚感和摩登文化,辅以各种公关活动,让“红摩51.3”更加接近消费者。在渠道上,首先考虑那些集聚高贵品位人群出入场所。其次是在传统渠道上,采用迂回包抄的策略进入高当酒店高级酒楼。通过构建“上海会蒙酒业集团公司”,负责运行公司的各项酒类营销,以及“红摩51.3”的整个运作,按战略路径,有计划、有步骤、有信心地执行下去,并在执行过程中注意风险控制。
[Abstract]:Headquartered in the global economy, culture, finance, trade, shipping, logistics and so on, Huimeng International Group is mainly engaged in mineral resources, wine industry and trade. Investment, science and technology. Is a comprehensive enterprise group. The total assets of the company 280 million yuan. Will Mongolia wine business department in adhering to the traditional Chinese liquor brewing technology and deep cultural background at the same time, with the times forward. Combined with the international advanced production technology management concept, a brand of independent R & D liquor-Hongmo 51.3. Through the analysis of the macro environment and market environment of Chinese liquor, the liquor market will face six changes, that is, from "middle and low grade" consumption to "middle and high grade", from "liquor leading" to "wine pluralism". From "functional appeal" to "cultural appeal", from "perceptual demand" to "rational demand", from "mass market" to "subdivision personality", from "channel control" to "brand shaping". Based on the SWOT analysis of Huimeng Liquor, this paper puts forward the brand positioning of "Hongmo 51.3" as "Fashion, Grade", and designs two products: one is "Hongmo 51.3", which enters the traditional channel; The other is "red mockery 51.3 (enchanting)", into the evening clubhouse and other channels. In advertising, highlight the noble, noble, taste, showing Shanghai's sense of fashion and modern culture, supplemented by a variety of public relations activities. Let the "Red Mob 51.3" closer to the consumer. In the channel, first of all consider those who gather the noble taste of people in and out of the place, followed by in the traditional channel. Use a roundabout strategy to enter the high-end hotel restaurants. Through the construction of "Shanghai Huimeng Liquor Group Company", responsible for the operation of the company's various liquor marketing, as well as "Hongmo 51.3" the entire operation, according to the strategic path, planned, step by step. Carry out confidently and pay attention to risk control during execution.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F426.82

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