市场跟随者的品牌营销策略-以高端白酒洋河集团蓝色经典系列为例

每一个行业都会有领军企业，或者称之为“行业老大”。我国高端白酒行业的竞争也是如此，走在最前面的是第一个创新者，后面的是跟随者。我国白酒行业的跟随者比比皆是，有些继续生存了下来；有些则是昙花一现。洋河酒业的案例带给我们许多启示。洋河作为中国老牌八大名酒，一度深受消费者的欢迎，曾创造过辉煌的业绩，但步入市场经济以来，走过许多的弯路，特别是在品牌战略方面，存在认识不清，分析模糊，定位不准等问题，导致其业绩持续走低。
近年来，我国的白酒业在各种因素的影响下面临着一场大调整，白酒生产企业的市场竞争格局也发生了巨大的变化。面对消费者生活物质条件的改善和日益增大的需求，各大白酒企业纷纷推出自己的高端品牌，来挑战市场中传统高端酒业，提高各自企业所占的份额，洋河集团充分抓住机遇，使集团再次焕发青春，各项市场考核指标屡创新高。
面临越加严酷的市场竞争形势，跟随者如何抓住千载难逢的机遇的同时，又不会被传统的高端企业和同为跟随者的对手企业打败，如何运用有效地营销战略来实施市场策略是洋河集团应仔细考虑的问题。
本文运用了企业战略管理的理论和市场营销理论的框架，对我国高端白酒行业发展现状做了分析。采用了关键因素评价法对洋河集团蓝色经典的品牌营销做了具体评价，同时确定了洋河集团蓝色经典系列在高端白酒市场上的所处的竞争地位。最终通过SWOT 方法的分析，给出了洋河集团蓝色经典系列的营销战略和相应的市场策略。

关键词： 高端白酒  洋河蓝色经典  市场跟随者  品牌营销策略
Market followed by the brand marketing strategy
         ----To Yanghe Corporation as an example

Abstract:
   Every industry will have a leader, known as the "industry leader". China's high-end liquor industry, the competition is at the forefront of an innovation, the latter is a follower. China's liquor industry's followers everywhere, and some continue to survive; while others are short-lived. The case of Yang wine brought us a lot. Yanghe eight wines as the old Chinese, was welcomed by consumers, has created a brilliant performance, but since entered the market economy, through the many detours, especially in terms of brand strategy, there is a clear understanding, analysis vague, positioning allowed and so on, their performance continues to decline.
In recent years, China's liquor industry under the influence of various factors facing a major adjustment, liquor manufacturers, market competition has undergone tremendous changes. Faced with the improvement of material conditions of life of consumers and increasing demand, the major liquor companies have launched their own high-end brand to challenge the traditional high-end wine, increase the share of their respective companies, Yanghe Group fully seize the opportunity, the Group has once again rejuvenated the market assessment indicators hit record highs.
Face increasingly harsh competition in the marketplace at the same time, followers how to seize the golden opportunity, not the traditional high-end enterprise and defeated the followers of rival firms, how to use effective marketing strategies to implement the marketing strategyYanghe Group should carefully consider the issue.
The use of strategic management theory and marketing theory framework, the development status of China's high-end liquor industry. Using the key factors Evaluation method Yanghe Group brand marketing specific evaluation to determine the Yanghe Group's competitive position in the high-end liquor market. Final analysis of the SWOT method Yanghe Group's marketing strategy and marketing strategies.
Key words: high-end liquor; Blue Classic ;market follower; brand marketing  strategy

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