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中国是酒的发源地,同时也有着深厚的酒文化根基,迄今为止,诞生了像茅台、五粮液、剑南春、泸州老窑等高端白酒品牌。随着时代发展,产品同质化现象日益严重,白酒市场竞争激烈,如果... 中国是酒的发源地,同时也有着深厚的酒文化根基,迄今为止,诞生了像茅台、五粮液、剑南春、泸州老窑等高端白酒品牌。随着时代发展,产品同质化现象日益严重,白酒市场竞争激烈,如果还只是依靠品牌的强势力量来支持运作,而不寻求区域保护、网络管理、终端运作等方面的突破,很难能够在现在的白酒市场竞争格局下生存。因此通过对一些同是高端白酒品牌的营销策略的比较,可以很清晰地看到营销运作中成功、独特的模式,加以重新组合和创新,使得整个中国的高端白酒品牌迎来一个新的制高点。
如今我国的高端白酒市场可以说是垄断行业,但是同时也被红酒和其他饮品冲击着,尤其是国外的高端酒类。在这样的大背景下,只有赋予我国高端白酒的独到的酒文化内涵和高端白酒的稀缺性或者酿酒技艺的神秘性,同时也让不同文化背景的人接受,那么中国的高端白酒才算是真正地迎来了崭新的营销领域,打破了传统的营销理念,引领起了一个行业的发展方向。
本文试图从我国高端白酒的产品策略、包装因素、文化内涵、价格策略、促销策略、渠道策略等方面展开比较性研究,寻求我国高端白酒市场新的制高点。本文主要通过对我国高端白酒行业整体运行情况进行分析,对高端白酒品牌营销现状进行分析,对四大高端白酒品牌营销策略的共同点与差异点比较分析,从而得出我国高端白酒品牌的发展趋势和营销策略的重组与创新。
本文的创新之处在于使用了案例分析比较方式,对高端白酒品牌营销策略进行分析比较,在品牌营销策略的重组与创新等方面提出自己的思考与建议。以及在受塑化剂、禁酒令、三公消费影响下的高端白酒的发展趋势下的高端白酒品牌营销策略进行了思考,有助于高端白酒品牌在崭新的营销领域中,迅速准确地引领起一个行业的发展方向。
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匿名用户
2013-05-18
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China is the birthplace of the wine, the wine also has profound cultural foundation, so far, born like Moutai, Wuliangye, Jiannanchun, Luzhou old kilns and other high-end liquor brands. With the development of the times, the growing phenomenon of homogeneous products, competitive liquor market, if only rely on brand strength to support operation, and do not seek regional protection, network management, terminal operation and other aspects of the breakthrough, it is difficult to survive in the current liquor market competition pattern. Therefore, based on some of the same is relatively high-end liquor brand marketing strategy, you can clearly see the success, marketing operation of the unique pattern, regrouping and innovation, causes the entire China's high-end liquor brand ushered in a new high. Now China's high-end liquor market can be said to be the monopoly of the industry, but also by the red wine and other drinks impact, especially foreign high-end liquor. In this context, mystery only give high-end liquor in China unique wine culture and high-end liquor scarcity or winemaking, also let people from different cultural backgrounds to accept, then China's high-end liquor is truly ushered in the marketing field of new, breaking the traditional the marketing concept, lead the development direction of an industry. This article attempts from the high-end liquor product of our country strategy, packing factor, cultural connotation, price strategy, promotion strategy, channel strategy, comparative study, to seek China's high-end liquor market new commanding elevation. This paper mainly through carries on the analysis to the overall operation of China's high-end liquor industry, analyses the current situation of the high-end liquor brand marketing, comparative analysis of common point to four high-end liquor brand marketing strategy and the differences, so that innovation and reorganization of the development trend of China's high-end liquor brand and marketing strategy. The innovation of this paper lies in the use of case analysis and comparison, the high-end liquor brand marketing strategy analysis, put forward his own thoughts and suggestions in the aspects of brand marketing strategy of the reorganization and innovation. Strategy of high-end liquor brand marketing and the development trend of the plasticizer, prohibition, three public consumptions under the influence of the high-end liquor under the thinking, contribute to the high-end liquor brands in the new field of marketing, quickly and accurately lead the direction of development of an industry.
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