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1、中国啤酒品牌广告策略本体论（China beer brand advertising strategy Ontology）First, the brand will become the firewall for the future beer enterprisesAdvertising strategy is indispensable for any one of the beer brand, established in the field of beer brand FMCG advertising (strategy and communication) on much high
2、er than ordinary snack foods such as candy, snacks, the reason is that the beer is better than any of a class of these products more taste preference - type characteristics this hobby plus beer Circulation to form a so-called beer brand loyalty. Beer advertising strategies and communication equivale
3、nts (media delivery) are designed to build, maintain, and strengthen this propensity to consume.Based on the above viewpoints, this paper in order to really rely on advertising strategies to build consumer preference beer brand as the research object, and for those who are mainly secondary advertisi
4、ng strategies to bribe consumers form snatch short-term market share not to do so, this paper analysis should be accurately defined as discussed in the beer brand layout China reality, thinking a path through the beer brand advertising strategy.To be clear, correct and even excellent advertising str
5、ategy is not to achieve a blockbuster (beer sales to quickly achieve large-scale sales) the key factors, price, channel and promotion (including channel promotion and consumer promotions, bribery) resources (such as the terminal monopoly - shop) can create best-selling the situation, but to pin (per
6、sistent, longer period, especially popular) price marketing (to keep the price stable long pin disc), no brand building, only rely on non brand marketing elements mentioned above is unable or difficult to achieve!Whats the status of Chinese beer enterprises? Reality is:1, most of the beer enterprise
7、s only see advertisement while ignoring the strategy: this type of enterprises or to boast type slogan to lessons (consumer also took out the case as evidence, melatonin) or ask a star as a spokesperson of trouble, this kind of advertising through the boundaries of visibility after the basic communi
8、cation is invalid;2, a few enterprises have always thought strategy uncertainty: a quality demand, from the source to the raw material to the process is a function of interest, Everything is contained therein., and then it becomes emotional appeal, frequent changes of this strategy actually reflects
9、 the strategy that is not accurate because strategies do not lead to accurate advertising campaign the lack of sales of pulling power, so there will be frequent demands of replacement!This phenomenon can also be reflected by the China pattern of the beer market situation: local beer enterprises, nei
10、ther national beer products, there is no national beer brand, the current size of the threshold is more resource threshold, rather than the level of consumer brand threshold. Companies with the ultimate brand assets, such as Coca-Cola, are proud to say that even if all Coca-Colas factories turn to a
11、shes overnight, Coca-Cola will be able to make a comeback with brand power!So, let us form a brand awareness: enterprises have to spend lots of money to build a brand, the fundamental purpose is to protect the function of the establishment of an irreplaceable competitive advantage, brand equity of p
12、roduct value and enterprise value!If, because of the effects of elements of brand marketing in the short-term market competition in the FMCG enterprises have lost their enterprises of all - supremacy, consumer choice, then, any one to seek a sustainable business must pay attention to the brand build
13、ing, in the market in the future, only the brand protection resist the big capital, big layer resources, high strength to attack the market, especially in such a foreign beer has been gradually in control of the situation in the industrial environment.At the regional layout layout China beer enterpr
14、ises, the establishment of brand strategy is a realistic platform, past talk about brand strategy and advertising strategy Chinese beer are rarely based on the basic reality, so you can see too many enterprises in brand theory generally under invalid and even negative marketing, leading to a huge an
15、d amazing waste of resources!Therefore, this view is different from the current popular in 4A advertising company beer brand point of view, is based on the China beer beer brand advertising pattern and future path on the view, we call the beer brand advertising strategy ontology.Two, China beer bran
16、d advertising strategy restrictionsTo explore the advertising strategy of Chinese beer enterprises, we have to do a scan on the restrictive factors of Chinese beer brands. From the perspective of establishing brands and related advertising strategies, the important factors for beer brands are two in
17、dicators: the characteristics of the brand and the market penetration of the brand.The most Chinese beer brand is named for the local, so many companies are reluctant to recognize the basic characteristics of the brand name itself as a history of the formation of the words have meaning, and hope to
18、carry on to the brand from the historical meaning of the brand name itself to assignment. Author Al Chis on the importance of positioning for the brand name has always stressed that in his new book, the source brand even said: good marketing planning is the core of a good name. Beer itself has a str
19、ong local characteristics, therefore, the regional strength of beer brand name for beer brand building is an important factor that can not be ignored.From the perspective of market penetration, reflects the brand covering the breadth and depth of the subdivision of more extensive coverage of general
20、 brand more and more narrow coverage of brand is higher, the breadth of coverage reflects the brands size, the coverage width reflects the brands specialization. Is it a common brand or a niche brand, is it a wide (National) brand, or a narrow (local or regional) brand, which is also an important an
21、d critical factor in brand building?.Chinese beer according to the brand performance level of two indicators: brand (name) regional and market penetration of the two quadrants, can be divided into five major brands:A, high permeability and low region (the first quadrant 1): such as snow, Budweiser,
22、HeineKen, blue ribbon; this kind of brand because of the lack of regional mark in the brand name, and has penetrated the basic realization of the national market, have been or are being steadily into the national brand;Two, high permeability, high degree of domain (second quadrant II): such as Qingd
23、ao, Yanjing, Pearl River, mountain, Harbin, Venus, Jinwei; there are two scale in the first corps of the enterprises of this camp (Qingdao, Yanjing) and was engrossed in the national expansion of the enterprise (Pearl River, mountain, Harbin) that is the most hope to promote the brand to the first q
24、uadrant of the top brand, although there has been a high market penetration, but have always been plagued by regional brand mark;Three, low permeability and high field (third quadrant III): Jinling, Baotu Spring, West Lake, and Dali, Liquan, Sedrin stress wave and Suntory; this quadrant in the Chine
25、se beer enterprise is most complex, these brands are not committed to the spread of brand, but the brand with local characteristics of the hanging depth American, even carved branded with local mark, such as Jinling beer pure South Beijing, Dali beer debauch and Li Bos love Shanghai etc. Listed abov
26、e is limited to regional strong brands, and many local brands are not included. These brands are truly regional brands in Chinas beer market.Four, low permeability and low region (fourth quadrant IV): foreign kylin, Asahi, silver bullet, sun beer, Colorado, made zero, color, Jin Shibai. This is the
27、main channel of the quadrant of the brand niche brand beer enterprise development, the brand name is to stimulate the part of special drinking motivation segments consumer groups, emphasize comprehensive coverage in the area of market channels, but the pursuit in wide range contour market and channe
28、l penetration, such as Huaruns zero the color, Yanjing wine, as small as the main form, the sale in the evening.In the four quadrant can be divided into fifth categories: brands such as Venus, Jinwei, Sedrin and other brands, although these companies belonging to the regional sales of the brand, but
29、 the basic threshold has been crossed in scale, regional characteristics of the brand is not obvious, in the heart of the attempt to drive the enterprises can quickly realize the national capacity the layout and then into the national brand forward.What we call the restrictive factor of the advertis
30、ing strategy of the beer brand is based on the position and intention of each enterprise in the brand map. The position determines the mind, but the mind can change the thought, the thought changes, and the position may change!Such as Suntory, stress wave and Miguel, and Sedrin Jin Wei in the same p
31、osition, but the attempt to brand more biased in favor of a strong regional direction (second quadrant) development, and the latter is to attempt to brand high penetration and national brand direction (the first quadrant) development, and as a special type Chinese beer company Venus beer, although i
32、n a more favorable position to the national brand (brand of regional scale, and weak) but insufficient market penetration will still be an obstacle to the development of the brand.From the above China beer brand topographic maps can be seen, there are two trends of brand direction:1) the trend of br
33、and movement from the third quadrant to the second quadrant and the second quadrant to the first quadrant, that is, from the local brand to the regional strong brand,The evolutionary path from regional strong brands to national brands (of course, the possibility of moving directly from the third qua
34、drant to the first quadrant, such as Venus, beer, etc.);2) the tendency to move toward the top of the second and fourth quadrants, that is, the path to becoming a regional king or subdivision leader.Therefore, the strategy China beer brand can be divided into three directions: national brand path, r
35、egional characteristics, King path path, in addition to the fuzzy strategy direction, is doomed to have good results!Three, beer brand advertising strategy pathThe so-called advertising strategy mainly includes three contents: who said (target group), said what (the core value of the brand), how to
36、say (and media), the target consumer group and the brand core value of brand positioning to determine the final in the style of the form in the implementation of performance system (brand slogan, if the sales, tonality and style). Media strategy is not the content of this article. Here are some of t
37、he other aspects of advertising strategy.We can see that the performance of each part of the system is part of the form of the brand, and we believe that this part of the content in a certain sense is more important than the first two, is for the brand, form (pure brand elements) is more important t
38、han language reasoning narrative (positioning logic).Pure brand has become the core of advertising strategy because of the following reasons:First, the mechanism of brand: brand change peoples views, opinions, attitudes, emotions, more is not the brand of truth (so-called core interests) or reason (
39、Reason), but consumers can emerge out of cant help in brain at any time to clear a name - and the name associated with the font, color, line, composition, music, sound, smell, touch, people, animal, cartoon. These forms of things are what we call pure brands.!Second, the purchase of real state: cons
40、umers are not buying rational judgment in case of symmetric information for shallow commodities involved, consumers tend to buy only a feeling; and now consumers when shopping is increasingly seeking to release emotional pleasure and not meet the demand of simple machinery.The path of beer advertisi
41、ng strategy is in two directions: the health care motivation to avoid risk and the sublimation motivation to achieve satisfaction; the big brand can combine the two motives into one. Thus we derive the core elements of the beer advertising strategy:1, at the product level, advertising strategies mus
42、t reflect the characteristics and characteristics of beer;2, at the consumer level, advertising strategies present the actual feelings of buyers or drinkers;3, at the brand level, advertising strategies can stimulate the publics natural and positive associations with the brand.Most of the current be
43、er brands because they do not have a unique product category, the brand appeal mainly after the two routes, such as Sedrin positioning in the true taste of men and women drink the taste of modern life,The star endorsement of the brand (such as Venus, Qingdao native, Hui Quan) positive association th
44、rough the star resources to establish their own brand (most not natural); advertising appeals Zhujiang draft confined to the Diaoyutai special for beer to the demands of quality, and neglect in third dimensions (Lenovo) mining, actually lost a unique opportunity, and strong national brand; now Snow
45、Beer from the second level (refreshing end) jumped up to the third level (enjoy growth), ignored in the first level (product personality) performance, is actually from the brand force and rely on consumers to promote access and bribery sales.Look at the big beer brand advertising strategy is showing
46、 strange: Tsingtao Brewery passivation demands in the aspects of history, internationalization, quality supreme, passion and dream, thinking too much will only cause consumers to focus on the performance of fuzzy impression; Yanjing beer drinking carefree feeling, and the hanging of brands and produ
47、cts are relatively weak only, become a regional effective advertising strategy, it is difficult to impact on national brand promotion.There are a large number of brands invariably demands quality - Liquan, Baotu Spring, West Lake, Suntory, Li Bo, blue ribbon, or local - Harbin, Yantai, Nanchang, Jin
48、ling mountain, etc., these are limited to one side of the land, not to the countrys advertising strategy.Based on the above scanning of the advertising demands of Chinese beer brands, we can clearly see that few companies carry out ontological thinking about beer brands and advertising strategies:1)
49、 the ontological characteristics of location in the China beer brand map;2) the ontological function of the three core aspects of beer advertising strategy in brand construction.China local beer can national brands such as the birth of American Budweiser, Miller, Japans Asahi, kylin like, or become the second cosmetic indus