品牌突破：产业集群的挣扎，“高”

过去3年，绍兴黄酒产业振兴的最重要节点是什么？当记者抛出这个“测试”，是绍兴黄酒专才，大部分回答一个字：品牌。

一九九九年1个月，“是古越龙山”商标被国家工商在xxxx商标局确定。这在1959年投入使用，由国家工商局核准注册的品牌1979年，“加冕”过程历时5年。这是{dy}个中国绍兴xxxx，而且国家米酒行业是{wy}的xxxx。

“单独的古越龙山”，显然不应该仅仅承担绍兴黄酒振兴的任务。泛黄

开辟了绍兴黄酒的振兴“的”平台，品牌的力量，是{zd0}的收获。由市政府郑重承诺，绍兴酒发的文件已被新的“xxxx商标”或“中国xx”称号，这将是5000万奖励基金市长。

政府的鼓舞下，2005年，绍兴黄酒行业一举下跌新增“会稽山”，“女儿红”，“咸亨”三个xxxx在中国。

3年后，中国已成为中国绍兴黄酒集团的葡萄酒品牌“{dy}高地”，中国有两个xxxx，两个xx的中国，两个中国老和10个{gjmj}产品。浙江绍兴稽山有限公司也将实现品牌的“大满冠。”工业，塔牌，沉也，如鹰也有黄酒的{dj0}品牌。

整个米酒业“，只有7个在中国的品牌，绍兴占了四，五个xx的中国绍兴黄酒的商标。”米酒城市协会说，这种优势在该国无法比拟的。

在企业中的优势品牌高峰在同一时间，地域和行业品牌绍兴高地亦随之增加。在今年9月，为国家工商总局商标局公布的信息，“绍兴黄酒”在2007年度xxxx在中国，成为浙江省{dy}组证明商标和商标的资源两个xxxx在商标将在世界上同时81个国家和地区得到优先保护。此信息意味着，除了15个“绍兴黄酒”认为，公司的商标使用，其余的米酒生产，没有品牌的“绍兴”的名称。绍兴，由品牌首次与业界建立了很高的门槛，制止封建混战带来的尴尬局面。 2006年，绍兴黄酒水稻的国家的贸易总额的17.2％，葡萄酒生产量，但销售，利润，分别占全国的百分之五十，百分之48.8。为了约占整个工业产值的六分之一，是附近的销售额和利润，品牌信誉的国家权力一半米酒创造。

文化突破：重塑米酒市场的形象

在绍兴，一个古老的光相桥，中国黄酒城水入阴影，酒漂移。在古越龙山新米酒的城址一厂，使绍兴黄酒的文化流动的数以千计的巩固。

通过研究，绍兴黄酒产业和葡萄酒文化，探索历史数据，编制一份绍兴的绍兴黄酒发展的“历史”一书，与原产地的米酒生产，为垂直进化，发育线，一套完整的米酒跃然纸上历史制度。

2006年，绍兴黄酒将成为文化研究，绍兴黄酒的传统和非物质遗产保护工作的文件，一个新的平台，提高酿造技术正式成立。

作为世界三大古酒之一，米酒是文化的{zd0}卖点，这是酒精的其他特征，不能复制。过去三年来，一个人到绍兴水稻大海的葡萄酒文化，试图通过挖掘文化和重建，以解决脱离了传统文化与现代市场。

事实上，明清时期，绍兴黄酒销售在一次，喝米酒，已成为贵族身份的象征。不幸的是，米酒一些人成为“料酒眼睛”一个很长的时间后的同义词，米酒业界并未扭转这种误解。厚黄酒特有的传统含义，但也限制了主动，以满足年轻，时尚的消费心理的可能性。

在促进“，我们需要改变策略？”在过去几年中，将稽山人员一直在思考傅祖康“传统产品与现代营销”的关系，例如，“创造良好的酒精和独特的氛围，与现代生活的绍兴米酒一个数字组合很好的故事，改变了简单的说教式的宣传？“

二零零五年，将制定稽山”水香国色“的营养和健康是不是{zh0}的徐州市场推出的核心理念，作为一个结果品牌预规划，酒体设计，包装生产是进行了全面和详细设计，徐州市场的产品成为绍兴黄酒的品牌，单品在2007年将超过8000.0万元销售最突出的表现。

“我们在传统与时尚的’两条腿’走路坚持，从而更经典的传统品牌，从而更现代的时装品牌。”傅建伟例如，今年以来，古越龙山的手已对“对霍华德泽集团的良好声誉{zw}”的渠道，推出古越陈隆山30年，40年来，陈，50年3xx酒陈，扩大国内xx葡萄酒市场，产品的执行情况为企业文化的升级奠定了基础。

如果说在2005年，古越龙山加缪和法国的国际合作，与茅台“中国国酒”加缪进入了全球销售网络免税市场，在国际市场上的，绍兴酒甲突破，那么，在2006年，绍兴黄酒出口超过2万吨，并取代日本市场，台湾，绍兴黄酒，以获得超过90％的市场份额的分数，它可以作为绍兴酒文化视为一个胜利。

Shaoxing Yellow Wine strategic breakthrough collective evolution (b)

Brands break through: the struggling industry clusters, “high”

the past three years, Shaoxing rice wine industry to revitalize the most critical nodes are what? When a reporter threw out this “test”, the majority of Shaoxing rice wine professionals answered a word: branding.

1999 years 1 month, “the ancient Yue Lungshan” trademark was identified as the National Trade and Industry Bureau of well-known trademarks in China. This put into use in 1959, 1979 by the National Register工商局核准brand, “Coronation” process lasted 5 years. It is the first China Shaoxing well-known trademarks, but also the national rice wine industry was the only well-known trademarks.

“alone” of the ancient Yue Yongsan, apparently alone should not assume Shaoxing Yellow Wine revitalization task. Yellowing

opened the “Platform for the revitalization of Shaoxing Yellow Wine”, brand strength is the biggest reward. The document issued by the municipal government’s solemn commitment to, Shaoxing rice wine has been the new “China Well-known Trademark” or “Chinese famous brand” title, it will be the mayor of 50 million incentive fund.

Inspired by the Government, in 2005, Shaoxing rice wine industry in one fell swoop Added “will稽山”, “女儿红”, “Xianheng” three well-known trademarks in China.

Three years later, China has become China Shaoxing Yellow Wine Group Wine Brand “First Heights”, China has two well-known trademark, the two famous China, the two Chinese old and 10 national inspection-free products . Zhejiang Shaoxing稽山Co., Ltd. will also realize the brand’s “Great Man-crown.” Industry, tower card, Shen and, too, such as eagles also have the top brands of rice wine.

“throughout the rice wine industry, only seven brands in China, Shaoxing accounted for four or five well-known trademarks in China Rice Wine Shaoxing all.” city of rice wine association said that such an advantage unmatched in the country.

brands in the enterprise edge peak at the same time, geographical and industry brand Shaoxing Heights also rise. In September this year, the State Administration for Industry and Commerce Trademark Office published information, “Shaoxing Yellow Wine” award in 2007 well-known trademarks in China, becoming the first set proved Zhejiang trademarks and trademarks of the resources of two well-known trademarks in a trademark will be at the same time in the world 81 countries and regions be given priority protection. This information means that in addition to 15 “Shaoxing rice wine” that the use of corporate trademarks, the remaining production of rice wine, are not branded as “Shaoxing” name. Shaoxing, the first time by the brand name, together with industry to build a high threshold, putting an end to feudal infighting brought embarrassing situation. In 2006, Shaoxing rice wine rice wine production in the country’s total trade volume of 17.2%, but sales, profits, respectively, accounted for 50 percent nationwide, 48.8 percent. To about one-sixth of the entire industry output, the creation of a national rice wine near half of the sales and profits, brand power of credit.

Cultural Breakthrough: reshaping the image of rice wine market

in Shaoxing, an ancient bridge of light phase, the Chinese Yellow Wine Town Water into the shadow, wine drift. The one plant in the ancient Yue Longshan site of the new rice wine city, so that flows thousands of Shaoxing rice wine culture to be solidified.

through research, Shaoxing rice wine industry and wine culture, to explore historical data, Shaoxing compile a “history of the development of Shaoxing rice wine,” one book, with the origin of rice wine to produce, evolution, development for the vertical line, a system of complete rice wine跃然纸上history.

2006, the Shaoxing rice wine will be the formal establishment of Cultural Studies, Shaoxing rice wine brewing techniques of traditional and non-material heritage protection work documents, a new platform to upgrade.

as one of the world’s three ancient wine, rice wine is the biggest selling points of culture, this is the other characteristics of alcohol can not be copied. The past three years, one person into the Shaoxing rice wine culture of the vast ocean, trying to dig through the culture and Reconstruction, to resolve the traditional culture of out of touch with the modern market.

In fact, Ming and Qing Dynasties, Shaoxing rice wine sales across once, drinking rice wine has become a status symbol of nobility. Unfortunately, some people in the rice wine to become the eyes of “cooking wine” a synonym for a very long time after, the rice wine industry did not reverse this misunderstanding. The thick yellow wine unique to the traditional meaning, but also restricts its own initiative to meet the young, fashion possibilities for consumer psychology.

“in the promotion, do we need to change strategy?” In the past few years, will稽山executives have been pondering傅祖康”traditional products and modern marketing” relationship, “for example, to create a good and unique atmosphere of alcohol, combined with modern life to the Shaoxing rice wine made a number of good stories, to change the simple preaching style of publicity? “

2005 years, will be developed稽山” water-color incense States “to nutrition and health is not top The core idea of Xuzhou market debut, the brand as a result of pre-planning, wine body design, packaging production are carried out a comprehensive and detailed design, Xuzhou market the product to become the most outstanding performance of Shaoxing rice wine brand, single-goods sales in 2007 expected to exceed 80 million yuan.

“we insist on the traditional and the fashionable ‘two legs’ to walk, so that a more classic traditional brands, so that a more modern fashion brand.”傅建伟For example, this year, the ancient Yue Lungshan hands has “channels of the king of” the good reputation of the Howard Ze Group, introduced the ancient Yue Chen Longshan 30 years, 40 years, Chen, 50 years threexx酒Chan, expanding the domestic high-end wine market, the implementation of product upgrades for the enterprise culture to lay a foundation.

If we say that in 2005, the ancient Yue Lungshan Camus and the French international cooperation, together with Maotai “Chinese State wine” Camus entered duty-free market in the global sales network, are in the international market, Shaoxing rice wine A breakthrough, then, in 2006, Shaoxing rice wine exports exceeded 20,000 tons, and replace Taiwan in the Japanese market, Shaoxing rice wine to obtain share of over 90% of the score, it can be seen as a culture of Shaoxing rice wine a victory. (07-11-27)