Liquor business marketing strategies during SARS.docx

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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