| 白酒企业品牌战略选择 |
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| 引用本文： | 庄爱玲,余伟萍. 白酒企业品牌战略选择[J]. 改革与战略, 2009, 25(1): 60-62 |
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| 作者姓名： | 庄爱玲 余伟萍 |
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| 作者单位： | 四川大学工商管理学院,四川,成都,610064 |
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| 基金项目： | 四川大学青年学术人才基金 |
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| 摘 要： | 白酒行业已进入品牌竞争时代，目前各白酒企业在品牌组合战略和品牌延伸战略实践中成败皆有。在不同资源条件与环境约束下，企业如何选择适合的品牌战略以获得最大市场回报，已成为业内企业关注的焦点。文章通过对知名白酒企业品牌战略实例分析，结合品牌战略相关理论梳理，为白酒企业品牌战略选择提供了决策依据。
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| 关 键 词： | 品牌 品牌战略决策 品牌组合战略 品牌延伸战略 |
Deciding Brand Strategy of Liquor Enterprises |
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| Zhuang Ailing,Yu Weiping. Deciding Brand Strategy of Liquor Enterprises[J]. Reformation & Strategy, 2009, 25(1): 60-62 |
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| Authors: | Zhuang Ailing Yu Weiping |
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| Affiliation: | Business School;Sichuan University;Chengdu;Sichuan 610064 |
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| Abstract: | The liquor industry has entered the brand competition time;there are both successes and failure in the brand combination and the brand extension strategy.Under the different resource condition and the environment restraint, how to choose the suitable brand strategy and to obtain the biggest market repayment has become the hot point of the enterprises in the liquor industry.This paper analyzed the brand strategy of some well-known liquor enterprises, expatiated the theoretic about brand strategy, then provid... |
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| Keywords: | brand brand strategy decision brand combination strategy brand extension strategy |
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