| 昌黎葡萄酒业品牌营销分析 |
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| 引用本文： | 马静宇,赵佳娜,金大伟,王艳娟.昌黎葡萄酒业品牌营销分析[J].河北职业技术师范学院学报(社会科学版),2009(2):32-36. |
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| 作者姓名： | 马静宇 赵佳娜 金大伟 王艳娟 |
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| 作者单位： | [1]河北科技师范学院欧美学院,河北秦皇岛066004 [2]石家庄学院,河北石家庄050035 |
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| 基金项目： | 基金项目：河北省委讲师团项目“河北省区域产业集群的实证分析及对策建议--以昌黎县葡萄酒产业集群发展为例”（200802）. |
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| 摘 要： | 从昌黎葡萄酒品牌营销现状分析入手,通过对昌黎葡萄酒业品牌营销的必要性分析,指出昌黎葡萄酒业发展品牌营销中存在品牌意识和品牌管理模糊、品牌内涵和附加价值低、企业缺乏品牌保护意识、产业整体品牌竞争力差等一些问题,提出应提升产品质量与品质、制订品牌科学发展规划、完善产业内法律法规、发挥产业集群优势来解决昌黎葡萄酒业在品牌营销中遇到的问题。
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| 关 键 词： | 品牌营销 葡萄酒业 昌黎 产业集群 |
Study on the Brand Marketing of ChangLi Wine Industry |
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| Authors: | Ma Jingyu Zhao Jiana Jin Dawei Wang Yanjuan |
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| Institution: | 1. College of Europe ＆ America, Hebei Normal University of Science ＆ Technology, Qinhuangdao Hebei 066004; 2. Shijiazhuang College; Shijiazhuang Hebei 050035, China) |
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| Abstract: | Starting from the status quo Changli wine brand marketing, through the Changli wine industry brand marketing the necessity analysis, the article points out the problems existing in the development of Changli wine industry brand marketing, for example, brand awareness and brand management are fuzzy, brand content and added value are low, enterprises are lack of awareness of brand protection, industry as a whole is less competitive force of the brand. It proposes corresponding countermeasures to solve the problems encountered in the Changli wine industry brand marketing, such as enhancing product quality, planning the development of science and brand, improving the laws and regulations of industry, developing the advantages of industrial clusters. |
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| Keywords: | brand marketing wine industry Changli industry cluster |
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