ActivatetheBeijingwinego--畢業(yè)論文翻譯

1、Activate the Beiji ng wi ne go?Recently, I saw Beijing wine in the market, there are the new campaign,very interested.In Beijing, Beijing wine can be said that the liquor market and OEM cooperationmodel of the pioneers, was once thecapital people s favorite liquor brands a deep love ofwine in Beijin

2、g, bit warm their hearts! Enjoys popular support, has still so many con sumers n ever forget. I had just graduated from collegesoon, there are foreig nfriends to Beijing to drink thegood a little wine, thewine of choice is here, so the wine has a relatively deep on the Beiji ng-plot, which may con t

3、ai n memory of a beautiful friendship of youth. and thenI add in the wine industryvetera n of 10 years time, from drinking to the liquor, the emotions and a deeper layer, this time Beijing wine tolaunch a new promoti on activities, can be said to ano ther rebranding , the author of brandmanagementfo

4、rmany years and know the difficulty of the road as much, but evenmore than the creationof a new brand,rebrandingthe advantageof brandawareness, whichMany brands arere-i nvestme ntis the focus ofdisadvantage is the brand awareness curing, aging, con sumer aware ness of the in here nt impact of produc

5、t upgrades and re-bra nd value for today s Beiji ng wine bran ds, are also facing this problem based on myBeiji ng wine plot, I am willing to try to reshape theBeiji ng winebrand, so thatBeijing wineren ewedvitality of themarket s directionof marketingstrategy.In adequacies,more correcti ons.And wha

6、tabout thetarget marketof wine in BeijingIn the latenin eties isBeiji ng wineselli ngphase,when the consumptionstructure and form are relatively simple, market con sumptio n levels are relatively simple. Removed, MaoJian and a few great wines account forwhat was thencalled high-endmarket. , the othe

7、r almost all of the new brand in the mass market developme nt by means ofadvertising was the rapid rise ofConfucianfamily Confucian banquet , Qin pool and other brands ofShandong, and their market position has been largely con siste nt almost all of these brands are positi oning it can be said that

8、there is no top positi oning, because at that time although the spending power has gradually bee n liberated, but did not pull away too much,consumers are simultaneously enhancing the , with thewell-offsociety.except there is no abilityto consume, MaoJianand otherwin es,the onlyreal estateproductsan

9、dthese new low-e nd brandsto choosebetwee n.The brand is esse ntially whe n peoples livingthe active symbol.Relativeto the old wine and realestate in terms of low-endproducts,they are fresh andvibra ntmarket, is the liquor industry,the new fashion,whichalso wasinaccorda neewith the phasesta ndards i

10、mprove, the con sumer bega n to be raised and7Today s winecharacteristics of the Chinese market!market, whether supply or con sumer level products to bemore rich and complex. Jing wine in order to re-e nergize, we must first solve the target market positions. To determine the brand s core consumer w

11、ho is? want to sell products that target consumer groups? deliver value to that target market? Beijing wine brand s market positi on has to con sider the directi on of the two first, followed by con sumer groups to grow, the original wine consumer groups now Beijing s spendingpower has been a great

12、improvement,as the marketmainstreamin terms of its level has been improved anddiffere ntiatio n. the n, Beiji ng wi ne the n you can followthese con sumersgrow, the more greatly enhance theproduct line, provid ing higher-value products dema nds a revoluti onary product inno vati on and sec ond, to m

13、aintain the mass-market locati onun cha nged,although theorig inal Beiji ng wi ne market is the mai nstream con sumer, but basically belong to the public positioning, s famousslogan is Beijing wine label in the mass market appeal when consumers although it has been growth, but the Beijing wine can s

14、tillmaintainits freshness andsimplicity brand image, as usual in today s mass market positioningso that you can not do significantproduct line improveme nt, reform and inno vati on so that products can be. two directi ons, each with adva ntages and disadva ntages, the difficulty and cost of operati

15、on, there are big differences. From the presentpoint of view, Beijing wine seems to be difficult to take the first strategy.The biggest difficulty of this strategy is thecustomer value propositi onand brand positi oning ofrecycli ng, how to put a close to the people of the brand, re-play ing a highe

16、r quality bra nd.This upgrade, which isequivale nt to the brand re-plated to enhance the valueand quality. Let s try to an alyzein this directi on:Brand marketi ng strategy to enhance market positi oning1, the core of new product developme ntGold-plated togive the brand, enhance the brand s market p

17、osition, the first marketi ng strategy is to use the product strategy to enhance brand positi oning because it is a higher output to the market value of in terest, it is a direct mani festatio n of a higher value of its output product To output the value of new products must be better tha n the orig

18、 inal product value, with sharp, clear outl ine of the value of re-positi oning at higher levels of market dema nd, rather than mere emoti onal appeal and image enhan ceme nt. For example, this is like, if Beiji ng wi ne spon sored several public welfare in the com mun ity have a good brand image, b

19、ut it s not that they can raise the market price of the product,which is also the author has called the liquorbus in ess n eed to focus on differe nt market positi oning to create a brand bus in ess strategy. Compa nies are now developing a number of large price range of new products, con stitute a

20、new product lin e, i ntroduced to the market together, which it seems not a big problem, but one of the most critical issue in the new product strategy,we must There is a new product line represe nts the valueof dema nd characteristics of the core product. The core product must be perfect, to be able to sta nd the test ofthe market, the promotion to go allout, otherwise, newproduct development can only be smoke and mirrors, scratchingacross boots, can not