《Liquor business marketing strategies during SARS.docx》由会员分享，可在线阅读，更多相关《Liquor business marketing strategies during SARS.docx（8页珍藏版）》请在第壹文秘上搜索。
1、1.iquorbusinessmarketingstrategiesduringSARS1.iquorbusinessmarketingstrategiesduringSRSSAKSinthe1iquorbusinesscryingThevastmajorityofSARSonthedomesticindustry,thebusinesshasproducedagreatnegativeimpact,inwhichtheoriginalandpeoples1ifeclosely1inkedtothenegativeeffectsofalcoholindustrywillhavetobelarg
2、er.Why?Thisisbecausealcoholistheemotionaltypeofconsumergoodsratherthanthefunctionalproductdecision.Manywineenterprisesintakingemergencymeasures.Beeranxious,andtherearecompanieshadanideatoproduceabreakdownproduct-Banlangenbeer(butwasconsideredaviolationoftheEoodSanitation1.aw);-ownedenterprisestostre
3、ngthentheconstructionoftheretailchannel,andactivelycarryoutthedepthdistribution;Heinekenbeerinthecountrycarriedoutthroughoutalarge-scalepromotionalactivities;wineanxious,andnightmarket,restaurantsareallverydepressed,howdo?Arebusyestablishingcorporatebrandimage,anumberofchallengersistheopportunitytol
4、aunchaatypicalpriceoffensive,shellingofhigh-grade,high-pricedwine;spiritsabitleisurely,someenterprisesthinkthatbecauseitislowseason,off-seasontoprepareforWell!However,afterIhcoutbreakofSARSinthespring,rum,rumcashrate,alreadytheoutcomeoftheinvestmentislow,investmentwillstoptheworkofthe1iquorindustryi
5、ndirestraitswhatkindofimpact?AlmostallenterprisesinthenameofSARSinquicklyrespondedandquicklycontributetothecommunity,butthespiritsofthebigboysintheSRSgone?Wuliangyeit?Maotaiit?Jiannanchunit?Peopleputafrogintohotwater,itwillimmediatelyfeelfearandnotsuited.,Placingitincoldwater,thenslowlyheated,itwill
6、beinthewaterWithaleisurelyswim,thewatertemperaturewasgraduallyincreasedimperceptibleWOUIdendangeritsownsurvival.Waituntilitfeelshotunbearablewhencannotdoanythingbuttowaittobecooked.SARSperiod,isnotalotof1iquorcompanies1ikethatfrogincoldwater?SRSimpactonalcoholsalesWecandrink1iquorestablishmcntstoexp
7、loredeeplytheimpactoftheproductmarket.Themaindrinkingestablishmentsusuallyhavehotels,bigstal1andthestreetofsmal1restaurants,nightmarketandfamilies.However,duetopeoplesfearofSRS,resultinginsuchplacesasharpdeciineinsalesofalcoholicproducts.hotel.Thehotelisanimportantplaceforalcoholsales,andthehotelspr
8、oductsalesaresubjecttoseasonaleffectsofrelativelysmall,whichiswhyalotof1iquorcompaniesinrecentyearsfocusondevelopinghotelsintheterminalcauses.Hote1alcoholconsumptionmainlyinthehigh-endproducts,suchas1.iquorWuliangye,Maotai,Jiannanchun,wineintheChangyu,Dynasty,GreatWall,theQingdaoBeer,Yanjing.Forthem
9、iddle-gradealcoholproductsales,thehoteloccupiesaveryimportantroleinsales.However,duetothefearofSARS,itreducedsocialcontacts,cancellationandalotofbanquetactivities,thiskindofpsychologicalandbehavioralphenomenonistheresultofasharpdeclineinthenumberofthehotelsdiningand,ofcourse,theconsumptionofalcoholm
10、aythereforereduced.2,stand,andthestreetofsmallrestaurants.Stand,thestreetofSmalIrestaurantsarealsoanimportantplaceforwinesales,winesalesinthisplaceandbeer-basedproductsDidangJiu.Here,thesameaspeoplesfearofSARSreducedthefrequencyofeatingout,resultingintheconsumptionofalcoholinthisplaceisalsogreatlyre
11、duced.3nightgames.Nightgames,includingnightclubs,karaoke,discoandsoon.Nightgameswereyoungandlivelygatheringplaceforcharacter,andthesewillnodoubtbeamajorconsumerofalcohol.Wherealcoholproductsconsumedmainlywineandbeer,andthevolumeisverylarge.Wineindustry,accordingtoawel1-knownpersoninchargeoftheOffice
12、ofShijiazhuang,in2002,theircompanysproductsintheamountofnightgamestogofornearlytwo-thirdsofthetotalsales.Iswel1knownthatnightintheairflowisratherpoor,issusceptibletoSARS-riskzone.Tothisend,manycitiesnationwide,suchasHefei,Shijiazhuangandotheralreadyreleasedadisco,nightclubs,placessuchasnotificationo
13、fclosure,someoftheclosuretwoweeks,whi1eotherssaidthataccordingtothespecificcircumstancesbeforedecidingtoliftthebantime.-Thisistantamounttoimmediatelyannouncedthatinthisperiodoftime,thosewhowalkbynightmarketgoodsproductswillbesoldinthezerostate.4,thefamily.Generallyspeaking,thefamilyconsumptionofalco
14、holisnotparticularlylarge,butsomehavealsobeenofnolittleinfluence,becausefriendsandfamilyintersystemcrossingtoreducethenumberofdoors,andalongwithhealthawarenessincreases,singleglassofdrinkingalonethecasewillbereduced.Duringthepurchasechannelsofhouseholdconsumptionofnon-smallchange.Theyrarelygotothose
15、staffturnoverrate,ventiIationequipment,generastores,supermarkets,butintheconveniencestorenearhishomesomehouseholdconsumptionwinepurchases.5,giftsandconsumergroups.IntheSRSperiod,peoplehavetominimizethefrequencyofsocia1activities,exceptasalastresort,winegiftsandconsumergroupsarebasicalIyatastandstill
16、.AuthoritiesinthepreventionofSARSanswersuggestedthatinordertoincreasethebodysimmunesystem,peoples1ivesinpeacetimeshouldbelesssmoking,lessdrinking.Althoughthecutdownonsmoking,lessdrinkingisconducivetogoodhealthhaslongbeenknowntoa1theappeals,butbeforethevastmajorityofconsumersarenottooconcernedabout.However,theSARSdays,itisprofoundlyawareofthefragiIityof1ifc,thesubconsciousfearofSRSamongsomanypeopletoacceptacutdownonsmoking,lessdrinkingrecommendations.Afterall,whencomparedwiththericea
