青梅酒业品牌建设问题研究

摘要
近几年，白酒行业的竞争越来越激烈。创建品牌、吸引消费者的注意力是白酒企业运营的共识。残酷的市场竞争以及逐渐觉醒的品牌意识促使白酒企业认识到品牌建设的重要性。青梅酒业有限公司作为一家中小型地方知名白酒企业正处于向成熟期转化的过渡时期，品牌建设和实施对于其企业发展壮大有着不可轻视的作用。行之有效的品牌建设方案、完善的品牌运营体系，不但可以解决青梅酒业有限公司品牌建设中的现存问题，还可以帮助其加强品牌建设，树立名优品牌，提高产品质量，扩大销售量和市场份额，增强核心竞争力，最终为企业走上“名优品牌”之路打好坚实的基础。
本文以青梅酒业作为研究对象，首先介绍了品牌的相关理论；然后，在对青梅酒业的宏观环境和微观环境进行全面分析的基础上，研究得出了公司存在的问题；最后，对青梅酒业成功的品牌建设进行全面的剖析并提出了相关的品牌建设方面的优化设计。
论文研究成果对青梅酒业有限公司的品牌体系的建立具有促进作用，对同类中小型酒类企业品牌建设也具有一定的借鉴意义。

关键词 青梅酒业；品牌；品牌建设
Abstract
In recent years, liquor industry more competitive. Create a brand, attract the attention of consumers is the liquor business operations of the consensus. Brutal market competition and the gradual awakening of liquor companies to promote brand awareness recognizes the importance of brand building. Plum Wine Industry Co., Ltd. As a small local well-known liquor companies are in transition to maturity transformation, brand-building and implementation of development and growth for their businesses have a role should not be underestimated. Effective brand-building programs, improve brand operating system, not only can solve Plum Industry Co., Ltd. Brand Building in the existing problems can also help to strengthen brand building, establish famous brand, improving product quality, expand sales and market share, and enhance core competitiveness, ultimately for the enterprise to a "famous brand" of the road lay a solid foundation.
 In this paper, plum wine industry as the research object, first introduced the theory of the brand; then, in the plum wine industry's macro environment and micro environment based on a comprehensive analysis of research problems come to the company; Finally, One Wine successful brand building and made a comprehensive analysis of the related Optimal Design of brand building.
Thesis research on Plum Industry Co., Ltd. to establish the brand system has promoted the similar construction of small.

Keywords  plum winery  brand  brand building

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