中國白酒系統(tǒng)布局區(qū)域集中突破戰(zhàn)略（Chinese liquor, system layout, regional concentration, breakthrough strategy）

1、中國白酒系統(tǒng)布局區(qū)域集中突破戰(zhàn)略（Chinese liquor, system layout, regional concentration, breakthrough strategy）When the Yanghe River became king of Jiangsu, when the Hetao become Mongolian King, when Hengshui Laobaigan become king of Hebei, when some regional real estate wines become vision, the strategy of regional

2、 market is further consolidate the foundation for development of regional wine, which is far superior to full of pepper, blind investment under the disorderly expansion mode.The pepper marketing is the basic practice of many investment companies, but the bulk of the point of marketing practices have

3、 suffered dealers boycott, this is not because businesses become smarter, not because the manufacturers become stupid, but the change of marketing environment and promote the cooperation progress and mature.More and more mature businesses look at the enterprise is no longer simply a model market, bu

4、t the overall layout of the enterprise region, the regional market concentration model.With the unbalanced development of the state of the economy, diversification of consumption patterns, regional market resources monopoly, market model limitations and contingency are more and more obvious, not onl

5、y reduces the dealers appeal, but also weakened the market model successfully copied and promotion.1., regional concentration breakthrough strategyA lot of regional enterprises have had a bold attempt to break through the capital city, expand foreign markets, but because of resources, customer, team

6、, brand, a serious shortage of funds which leads to failure, so many companies began to return to rational for the survival and development of the road, re lock the regional market, concentrated force.Focus is one of the three basic competition methods put forward by Michael, 2005 Laobaigan captured

7、 Xingtai, modeled on a prefecture level city market model 60 million; 2006 Laobaigan south of Handan, formed by the Hengshui - Shijiazhuang as the center, south along the Beijing Kowloon line, plate development pattern horizontal northwest.Regional concentration breakthrough development model is the

8、 inevitable road for the development of local enterprises at present, which is not only the way of survival and development of small and medium-sized enterprises, but also the process of national development of large enterprises.The market segment development is a kind of market strategy layout of e

9、nterprise, the purpose is to form the competition pattern of both offensive and defensive. The formation of the pattern must rely on the regional market concentration, breakthrough and linkage.Through regional breakthroughs, the formation of the system layout, in order to form a regional competition

10、 protection, national breakthrough strategic intent, both offensive and defensive.Case: the Yanghe River blue classic ass and fist strategyThe Yanghe River blue classic success should benefit from the success of the regional market layout, as well as the continued success of systematic marketing.The

11、 Yanghe River expansion in the market by constructing the market model, market, contiguous development of three steps strategy, based on the market in Jiangsu, opened in Nanjing, and Jiangsu eight cities along the Yangtze River (Zhenjiang, Wuxi, Changzhou and other places) to focus resources to expa

12、nd the regional market, first steady ass, then the fist to have and to hold the target market, Henan, Anhui, a step by step outside the Shandong market, and gradually formed a face market, the intention to build the East China market, while relying on the East China market, to enter the national mar

13、ket.3., break through the area to the system layoutA hit TV series sword in Li Yunlong led the independent regiment fought against the Japanese heavily guarded Green County, other departments and take the initiative to join the Allied reinforcements around point battle, even the point of the piece,

14、the change of the situation in Shanxi theatre. The most important thing is that through this campaign, the former independent base areas were linked together to form a systematic military layout with each other, with each other and with the enemy.The market linkage, the formation of regional central

15、ized breakthrough and competing advantages, is conducive to the implementation of a unified policy, effective integration of resources, product promotion, advertising system embraced, and enhance the anti risk ability of regional market.Regional market plate operation basic ideas are summarized as f

16、ollows:First, dividing the plate scope and determining the market strategyThe regional plate market is divided into the base camp area, base area, regional movement area, guerrilla area and so on, and different marketing strategies are carried out for different regions. As to the implementation of t

17、he regional headquarters of intensive and meticulous farming with high coverage and share strategies, according to the area of the implementation of key input and direct distribution model, the implementation of key regional motion against competitors strategy, implementation of regional guerrilla t

18、raining strategy opportunity.Two, focus on breakthroughs, spot breaking, connecting into a filmAccording to the plate layout, strategic coordination mechanism, the concentration of superior forces and resources, fast and efficient, and promote regional plate, enlarge the market model, to build regio

19、nal advantage against competitors, at the same time, through the media campaign, brand and market area between the maximum elastic resonance effect.4.: the case of 1+1+1 system Langjiu marketing modeSichuan Langjiu expansion in the regional market are the same with the Yanghe River, Xifeng, Fen seem

20、ingly are in the three step strategy construction market model, market and extensive development, but the specific operation is not the same.Lang Jiuxian to Chengdu and Luzhou as a model to build, the accumulation of safflower Lang operation experience, and then began to pull from the sky, advertisi

21、ng, branding, and concentrate more energy and resources in the country under the cloth 80 point market, put the seeds sown, and then according to the construction situation of the market model, the market into the seed, eventually. The development of.In the regional market promotion, Langjiu strateg

22、y is to pack dance, sharing of resources, focus on breakthrough, small area, high total. Then, on the basis of the high occupancy point, a block is formed and connected. Langjiu group hope Central Plains, north, southwest region of Liancheng these piece, while in other areas it is to point. The key

23、to start a 50 - 80 city.The implementation of the strategic wolves in the portfolio, with safflower Lang as a wolf in the main, to groom wine, supplemented by Huofu wishful Lang Lang, starting form the main market, combined with the dealer bought the brand, the formation of complementary advantages

24、in product line, the market sales situation after the formation of product was put into circulation, in the Mid Autumn Festival during the Spring Festival and then put orders and super fighting products, conventional products according to the conventional steadily.In the organizational structure, in

25、 order to cooperate with the regional market development strategy, the implementation of take the wolves, Langjiu brand marketing center + + key city professional consulting companies organizational structure, guarantee the system in Langjiu group marketing strong execution.The 1+1+1 system model wh

26、ich is the brand + Langjiu, regional market + product combination mode, very worthy of reference.5. case: Hengshui Laobaigan break roadIn 2002, Hengshui Laobaigan adjust business strategy, determine the focus strategy of regional market deep. In 2004, the enterprise to further the formation of orien

27、tation of Hebei King market strategy, take the implementation guidelines of partition plate, based on the origin of Hengshui, Shijiazhuang, Xingtai, and then focus on expanding Handan market model, finally formed the regional centralization pattern, to market advantage, and then focus on breakthroug

28、h Tangshan, Qinhuangdao Jidong area.Regional focus will breakthrough Paibingbuzhen, to create a monolithic. Shijiazhuangs focus on the regional market, Hengshui Laobaigan long-term, take the market long-term, sustained investment guidance, take the leading manufacturers for the intensive and meticul

29、ous farming operation,In the Shijiazhuang market alone, there are seventy or eighty hotels operating in the hotel channel. The enterprise also heavily to build a sword, launched the elegant series of products as the implementation of small area, trailbreaker, accounting for high strategy. Kung Fu do

30、es not pay attention to people, enterprises through more than three years to win the Shijiazhuang market.In 2005 he moved to Xingtai Laobaigan, through the adjustment of products, into a comprehensive strategic and tactical Laobaigan Hengshui and eighteen distillery products, 2006 into high-end vint

31、age, concentrated strong resources, a prefecture level city modeled on the market model 60 million.In the process of Hengshui Laobaigan regional focus breakthrough, high-level put forward a strong regional brand should choose a strong regional dealer slogan, in order to improve the quality of channe

32、ls, and the implementation of the tobacco shops, hotels, two batch, group purchase and other multi-channel coverage strategy.In 2006, Hengshui Laobaigan homeopathic south of Handan, formed by the Hengshui - Shijiazhuang as the center, south along the Beijing Kowloon line, the development pattern of

33、the northwest lateral plate.6., you are the king of the next areaFang advice in the current Chinese liquor market environment, based on the regional market (a good foundation of the market, the market is not necessarily the production), from the system layout, good plate planning, dig deep, do fine

34、marketing management, build close customer relationship (including the relationship between government and community relations, etc.). Among them, the intimate relationship between manufacturers, and the close relationship between the enterprise and group purchase units, once the relationship is established, it is not a simple interest to competitors can be collapsed, this is the key strategies of constructing regional barriers to competition.Region is king, is not narrowly confined to indivi