金六福的品牌现状及发展策略

金六福的品牌现状及发展策略(14000字)
摘  要：作为上世纪末本世纪初白酒新兴品牌的代表，金六福从出身到迅速发展为全国性品牌，都有其独特的生存智慧。最近几年，金六福的市场份额普遍受到传统名牌和区域强势品牌冲击，在部分省份渐渐失去话语权甚至被迫退出市场。曾经创造营销奇迹的新兴品牌如今面临角色转换的危机，吆喝出来的知名度与略显泛化空洞的品牌内涵终究没经住时间的考验。不同于传统名牌长期的一脉相承层层深入的品牌传播和市场运作，具有全国经销网络的金六福正面临着消费者不买账的尴尬，金六福必须寻求新的通路。针对上述品牌现状，从品牌传播及产品营销出发，提出企业发展的策略。
关键词：金六福；危机；通路

The Brand Situation and Development Strategy on Jinliufu
Abstract：As the 20th century at the beginning of this century liquor brand representatives emerging from the background was open, six good fortune to the rapid development of national brand, has its unique existence wisdom. In recent years, the market share of the was open, six good fortune is universally traditional brand and regional strong brand impact, in some provinces of losing my voice even was forced to withdraw from the market. Had created marketing miracle emerging brand is now facing the role transformation of the crisis, Shouting out slightly well-knownness and generalization empty brand connotation ultimately without living the test of time. Different from traditional brand long-term line of brand spread and deep layers of market operation, with national distribution network JinLiuFu are faced with consumers an unappreciative embarrassed was open, six good fortune must seek new pathways. In view of the above brand present situation, from brand propagation and product marketing, based on enterprise development strategy.
Keywords:  JinLiuFu ; crisis; pathways