Liquor business marketing strategies during SARS.docx

1.iquorbusinessmarketingstrategiesduringSARS1.iquorbusinessmarketingstrategiesduringSRSSAKSinthe1iquorbusinesscryingThevastmajorityofSARSonthedomesticindustry,thebusinesshasproducedagreatnegativeimpact,inwhichtheoriginalandpeoples1ifeclosely1inkedtothenegativeeffectsofalcoholindustrywillhavetobelarger.Why?Thisisbecausealcoholistheemotionaltypeofconsumergoodsratherthanthefunctionalproductdecision.Manywineenterprisesintakingemergencymeasures.Beeranxious,andtherearecompanieshadanideatoproduceabreakdownproduct-Banlangenbeer(butwasconsideredaviolationoftheEoodSanitation1.aw);-ownedenterprisestostrengthentheconstructionoftheretailchannel,andactivelycarryoutthedepthdistribution;Heinekenbeerinthecountrycarriedoutthroughoutalarge-scalepromotionalactivities;wineanxious,andnightmarket,restaurantsareallverydepressed,howdo?Arebusyestablishingcorporatebrandimage,anumberofchallengersistheopportunitytolaunchaatypicalpriceoffensive,shellingofhigh-grade,high-pricedwine;spiritsabitleisurely,someenterprisesthinkthatbecauseitislowseason,off-seasontoprepareforWell!However,afterIhcoutbreakofSARSinthespring,rum,rumcashrate,alreadytheoutcomeoftheinvestmentislow,investmentwillstoptheworkofthe1iquorindustryindirestraitswhatkindofimpact?AlmostallenterprisesinthenameofSARSinquicklyrespondedandquicklycontributetothecommunity,butthespiritsofthebigboysintheSRSgone?Wuliangyeit?Maotaiit?Jiannanchunit?Peopleputafrogintohotwater,itwillimmediatelyfeelfearandnotsuited.,Placingitincoldwater,thenslowlyheated,itwillbeinthewaterWithaleisurelyswim,thewatertemperaturewasgraduallyincreasedimperceptibleWOUIdendangeritsownsurvival.Waituntilitfeelshotunbearablewhencannotdoanythingbuttowaittobecooked.SARSperiod,isnotalotof1iquorcompanies1ikethatfrogincoldwater?SRSimpactonalcoholsalesWecandrink1iquorestablishmcntstoexploredeeplytheimpactoftheproductmarket.Themaindrinkingestablishmentsusuallyhavehotels,bigstal1andthestreetofsmal1restaurants,nightmarketandfamilies.However,duetopeoplesfearofSRS,resultinginsuchplacesasharpdeciineinsalesofalcoholicproducts.hotel.Thehotelisanimportantplaceforalcoholsales,andthehotelsproductsalesaresubjecttoseasonaleffectsofrelativelysmall,whichiswhyalotof1iquorcompaniesinrecentyearsfocusondevelopinghotelsintheterminalcauses.Hote1alcoholconsumptionmainlyinthehigh-endproducts,suchas1.iquorWuliangye,Maotai,Jiannanchun,wineintheChangyu,Dynasty,GreatWall,theQingdaoBeer,Yanjing.Forthemiddle-gradealcoholproductsales,thehoteloccupiesaveryimportantroleinsales.However,duetothefearofSARS,itreducedsocialcontacts,cancellationandalotofbanquetactivities,thiskindofpsychologicalandbehavioralphenomenonistheresultofasharpdeclineinthenumberofthehotelsdiningand,ofcourse,theconsumptionofalcoholmaythereforereduced.2,stand,andthestreetofsmallrestaurants.Stand,thestreetofSmalIrestaurantsarealsoanimportantplaceforwinesales,winesalesinthisplaceandbeer-basedproductsDidangJiu.Here,thesameaspeoplesfearofSARSreducedthefrequencyofeatingout,resultingintheconsumptionofalcoholinthisplaceisalsogreatlyreduced.3nightgames.Nightgames,includingnightclubs,karaoke,discoandsoon.Nightgameswereyoungandlivelygatheringplaceforcharacter,andthesewillnodoubtbeamajorconsumerofalcohol.Wherealcoholproductsconsumedmainlywineandbeer,andthevolumeisverylarge.Wineindustry,accordingtoawel1-knownpersoninchargeoftheOfficeofShijiazhuang,in2002,theircompanysproductsintheamountofnightgamestogofornearlytwo-thirdsofthetotalsales.Iswel1knownthatnightintheairflowisratherpoor,issusceptibletoSARS-riskzone.Tothisend,manycitiesnationwide,suchasHefei,Shijiazhuangandotheralreadyreleasedadisco,nightclubs,placessuchasnotificationofclosure,someoftheclosuretwoweeks,whi1eotherssaidthataccordingtothespecificcircumstancesbeforedecidingtoliftthebantime.-Thisistantamounttoimmediatelyannouncedthatinthisperiodoftime,thosewhowalkbynightmarketgoodsproductswillbesoldinthezerostate.4,thefamily.Generallyspeaking,thefamilyconsumptionofalcoholisnotparticularlylarge,butsomehavealsobeenofnolittleinfluence,becausefriendsandfamilyintersystemcrossingtoreducethenumberofdoors,andalongwithhealthawarenessincreases,singleglassofdrinkingalonethecasewillbereduced.Duringthepurchasechannelsofhouseholdconsumptionofnon-smallchange.Theyrarelygotothosestaffturnoverrate,ventiIationequipment,generastores,supermarkets,butintheconveniencestorenearhishomesomehouseholdconsumptionwinepurchases.5,giftsandconsumergroups.IntheSRSperiod,peoplehavetominimizethefrequencyofsocia1activities,exceptasalastresort,winegiftsandconsumergroupsarebasicalIyatastandstill.AuthoritiesinthepreventionofSARSanswersuggestedthatinordertoincreasethebodysimmunesystem,peoples1ivesinpeacetimeshouldbelesssmoking,lessdrinking.Althoughthecutdownonsmoking,lessdrinkingisconducivetogoodhealthhaslongbeenknowntoa1theappeals,butbeforethevastmajorityofconsumersarenottooconcernedabout.However,theSARSdays,itisprofoundlyawareofthefragiIityof1ifc,thesubconsciousfearofSRSamongsomanypeopletoacceptacutdownonsmoking,lessdrinkingrecommendations.Afterall,whencomparedwiththericea