[原创]迪纳系列文章：啤酒行业：在提升品牌之路前行
<p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: '';">附件是</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt;"><font face="">2008</font></span><span style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: '';">年</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt;"><font face="">5</font></span><span style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: '';">月迪纳</span><span style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 0pt;">在全国</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt;"><font face="">24</font></span><span style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 0pt;">个主要城市消费者中进行的一次啤酒品牌价值的调查文章，有效样本</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt;"><font face="">1210</font></span><span style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 0pt;">份。</span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 0pt;"></span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt;"><p></p></span> </p><p class="MsoNormal" align="left" style="BACKGROUND: #f4f4f4; MARGIN: 0cm 0cm 0pt; WORD-BREAK: break-all; TEXT-INDENT: 20pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 10pt; COLOR: #404040; FONT-FAMILY: 宋体; mso-ascii-font-family: Tahoma; mso-hansi-font-family: Tahoma; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">两点</span><span style="FONT-SIZE: 10pt; COLOR: #404040; FONT-FAMILY: 宋体; mso-ascii-font-family: Tahoma; mso-hansi-font-family: Tahoma; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">说明</span><span style="FONT-SIZE: 10pt; COLOR: #404040; FONT-FAMILY: 宋体; mso-ascii-font-family: Tahoma; mso-hansi-font-family: Tahoma; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">：</span><span lang="EN-US" style="FONT-SIZE: 10pt; COLOR: #404040; FONT-FAMILY: Tahoma; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;"><p></p></span></p><p class="MsoNormal" align="left" style="BACKGROUND: #f4f4f4; MARGIN: 0cm 0cm 0pt; WORD-BREAK: break-all; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span lang="EN-US" style="FONT-SIZE: 10pt; COLOR: #404040; FONT-FAMILY: Tahoma; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">1</span><span style="FONT-SIZE: 10pt; COLOR: #404040; FONT-FAMILY: 宋体; mso-ascii-font-family: Tahoma; mso-hansi-font-family: Tahoma; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">、附件为</span><span lang="EN-US" style="FONT-SIZE: 10pt; COLOR: #404040; FONT-FAMILY: Tahoma; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">PDF</span><span style="FONT-SIZE: 10pt; COLOR: #404040; FONT-FAMILY: 宋体; mso-ascii-font-family: Tahoma; mso-hansi-font-family: Tahoma; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">文件。</span><span lang="EN-US" style="FONT-SIZE: 10pt; COLOR: #404040; FONT-FAMILY: Tahoma; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;"><p></p></span></p><p class="MsoNormal" align="left" style="BACKGROUND: #f4f4f4; MARGIN: 0cm 0cm 0pt; WORD-BREAK: break-all; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span lang="EN-US" style="FONT-SIZE: 10pt; COLOR: #404040; FONT-FAMILY: Tahoma; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">2</span><span style="FONT-SIZE: 10pt; COLOR: #404040; FONT-FAMILY: 宋体; mso-ascii-font-family: Tahoma; mso-hansi-font-family: Tahoma; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">、文中数据均采自我公司独立调查获得的一手资料，附件为报告的部分主要结论，而非报告原文。如仅要收集完整报告的，请不要下载资料，以免浪费时间！</span><span lang="EN-US" style="FONT-SIZE: 10pt; COLOR: #404040; FONT-FAMILY: Tahoma; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;"><p></p></span></p><p class="MsoNormal" align="left" style="BACKGROUND: #f4f4f4; MARGIN: 0cm 0cm 0pt; WORD-BREAK: break-all; TEXT-INDENT: 20pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 10pt; COLOR: #404040; FONT-FAMILY: 宋体; mso-ascii-font-family: Tahoma; mso-hansi-font-family: Tahoma; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">文中部分</span><span style="FONT-SIZE: 10pt; COLOR: #404040; FONT-FAMILY: 宋体; mso-ascii-font-family: Tahoma; mso-hansi-font-family: Tahoma; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">观点提炼如下：</span><span lang="EN-US" style="FONT-SIZE: 10pt; COLOR: #404040; FONT-FAMILY: Tahoma; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 6pt 0cm; TEXT-INDENT: 21.1pt; mso-para-margin-top: .5gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: .5gd; mso-para-margin-left: 0cm; mso-outline-level: 1;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US"><font face="">1</font></span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">、十个品牌，四个层次</span><span lang="EN-US"><p></p></span></b></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><span style="FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">从消费者的视角，青岛啤酒在十个啤酒品牌中一枝独秀，遥遥领先；蓝带、雪花、百威、燕京居第二档次；哈尔滨啤酒居第三档次；山城、珠江、金星、三得利四个品牌相对有一定差距。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><span lang="EN-US"><p><font face=""> </font></p></span></p><p class="MsoNormal" style="MARGIN: 6pt 0cm; TEXT-INDENT: 21.1pt; mso-para-margin-top: .5gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: .5gd; mso-para-margin-left: 0cm; mso-outline-level: 1;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US"><font face="">2</font></span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">、三足鼎立，各有所长</span><span lang="EN-US"><p></p></span></b></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 0pt;">青岛啤酒在品牌知晓率、品质认知和品牌认同度方面相对于其它九个品牌均具有一定的优势，特别是在品牌知晓率和品质认知方面优势十分突出。青岛啤酒是最具全国性的啤酒品牌，发展比较均衡。</span><span lang="EN-US" style="mso-font-kerning: 0pt;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 0pt;">雪花啤酒品牌价值较高，但是品质认知和品牌认同度方面均有待改进，品牌美誉度在调查的十个品牌中仅名列第七位，与其全国性品牌的定位有一定差距。在区域市场中，雪花啤酒在华南沿海的知晓率较低，在黄河中游地区的品牌美誉度较低。</span><span lang="EN-US" style="mso-font-kerning: 0pt;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 0pt;">燕京啤酒在华北地区有较强的品牌实力，在其它区域尚无优势可言。</span><span lang="EN-US" style="mso-font-kerning: 0pt;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><span lang="EN-US" style="mso-font-kerning: 0pt;"><p><font face=""> </font></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US"><font face="">3</font></span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">、区域品牌的地理优势面临挑战</span><span lang="EN-US"><p></p></span></b></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">国内二、三线品牌还仍然将区域作为市场竞争的重点。调查显示出，这些区域性品牌往往整体的品牌资产指数较低，而在某些区域则表现优异。例如，金星啤酒在黄河中</span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 0pt;">游地区，珠江啤酒在华南沿海地区，哈啤在东北地区均具有一定的品牌优势，而其中山城啤酒的区域性是最为突出的。</span><span lang="EN-US" style="mso-font-kerning: 0pt;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><span lang="EN-US" style="mso-font-kerning: 0pt;"><p><font face=""> </font></p></span></p><p class="MsoNormal" style="MARGIN: 6pt 0cm; TEXT-INDENT: 21.1pt; mso-para-margin-top: .5gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: .5gd; mso-para-margin-left: 0cm; mso-outline-level: 1;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US"><font face="">4</font></span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">、对三大啤酒品牌的品牌运作模式的一点思考</span><span lang="EN-US"><p></p></span></b></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><span style="FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">详见正文<span lang="EN-US"><p></p></span></span></p><p></p><p> </p><p> </p><p>啤酒行业在提升品牌之路前行.rar ：down10_1013.asp?ID=118728<br/></p><p></p> 除了啤酒三巨头在品牌优势方面比较明显,其他的几个品牌都处在调整期,很有超越前者的可能.
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