I
摘 要
通葡公司品牌营销策略研究
品牌对于一个企业的发展至关重要，是企业宝贵的无形资产。我国的葡萄
酒酿造历史可以追溯到汉武帝时期，但是近代以前一直发展缓慢。1892 年，张
裕葡萄酿酒公司在烟台建立，这家由印尼华侨张弼士先生建立的葡萄酒厂是我
国近代第一家新型葡萄酒厂。葡萄酒工业在我国经历了漫长而曲折的历程，我
国葡萄酒工业发展的独特运行轨迹十分具有研究价值。葡萄酒市场在国内还不
成熟，它也不是生活必需品，而是一个讲究历史、文化、品味的产品，这就具
有了品牌操作的空间。目前，国内专门针对葡萄酒行业的理论研究还相对匾乏
而国内葡萄酒品牌的发展却一直处于借鉴国外的情况，国内只有少数企业形成
了有较高知名度的品牌
创始于 1937 年的通化葡萄酒股份有限公司（以下称“通葡公司”）发展至
今，已有 70 余年的历史了。作为中国最早的葡萄酒生产商之一，通葡公司生产
的葡萄酒曾于 1949 年 9 月 30 日在全国首届政协会议宴会上被作为指定宴用酒
共和国的每一个重大历史事件中都有通化葡萄酒为之庆祝的声影。通葡公司曾
经是中国葡萄酒行业的领先者，通化葡萄酒业享有较高的品牌知名度。但是，
进入 2000 年后，由于品牌管理的不规范，假冒产品的冲击，以及行业内竞争的
急速加剧，给企业的发展造成了极大地不利影响，以至于现在通化葡萄酒已经
不是国内葡萄酒一线品牌。在经历了新华联入主、云南红并购等多次控股方的
调整，尽管都对企业的产品、品牌有了一些改进，但收效甚微，通化葡萄酒目
前仍然处于二线品牌的位置
通过对通化葡萄酒股份有限公司发展历程和品牌变化的归纳、整个葡萄酒
行业的发展变化趋势的分析、国内外葡萄酒品牌的比较以及公司业绩和品牌营
销对比结果的研究，可以看出，通葡公司在品牌形象、品牌定位、品牌传播、II
品牌载体等诸多方面存在问题。究其原因，既有来自外部市场的原因：行业标
准调整、国外葡萄酒涌入、“假酒事件”影响；也有来自竞争对手的原因：一线
品牌牢牢占领市场、二线品牌努力提高市场份额、其他行业纷纷进入；更重要
的还是企业内部原因：生产线老化、产能不足、资金短缺、股权频繁变化、管
理决策执行缺乏长期性等
在阐述了品牌营销现状，分析了产生问题及其成因后，本文结合我国葡萄
酒行业的整体运行状况和企业自身发展需要，提出了有针对性的改进策略和措
施，包括重新进行品牌营销的方向和目标定位，确定了“适合东方人生活方式
的红色国酒”这一品牌核心价值；对产品系列进行了整合与规范，摈弃了不需
要的产品；改进企业的商标设计和包装设计；以质量和形象广告为依托进行品
牌营销
通葡公司的发展和经营状况在整个中国葡萄酒行业中非常具有代表性，通
过对它的分析研究可以总结归纳出一些国内葡萄酒企业发展中存在的共性问
题，这对提高整个中国葡萄酒品牌营销水平具有一定理论研究价值和现实的指
导意义的建议
关键词：
葡萄酒行业，品牌营销，策略研究
III
Abstract
Research on the Brand Marketing Strategic
for TONHWA WINERY LIMITED
Brand is very important for the development of an enterprise. It is a valuable
intangible assets of enterprises. China's wine history can be traced back to the Han
Dynasty, but developed slowly in modern times. Until 1892, Indonesian overseas
Chinese Mr. Zhang Bishi established Zhangyu grape wine company in Yantai, which
is the first modern novel wine factory appeared in China. Wine industry experienced
a long and tortuous history in our country, and the unique running track of the
development of China's wine industry is very valuable. The domestic wine market is
not mature yet, it’s not the necessities of life, but a particular product about the
history, culture and taste. This leaves room for the brand operation. At present, the
domestic research on the wine industry is still relatively lack of theory. And the
development of domestic wine brands have always been drawing on the experience of
foreign situation , only a few domestic enterprises formed a high-profile brand.
Tonghua Wine Limited by Share Ltd (hereinafter referred to asTONHWA
WINERY LIMITED ) was founded in 1937, which has a history of 70 years. As one
of the earliest Chinese wine producers, TONHWA WINERY LIMITED , whose
production of wine in September 30, 1949 was shown in the first national political
consultative conference banquet and it was designated as the banquet with wine. The
sound and shadow of Tonghua wine was uesed to celebrate every major historical
event in the republic. TONHWA WINERY LIMITED was once the leader of Chinese
wine industry and enjoyed high brand awareness in Tonghua wine industry. However,IV
after entering in 2000, the brand management is not standardized, impact of fake
goods increases rapidly, and the competition in the industry has adversely affected
greatly to the development of enterprises, so that Tonghua wine is not the the
first-line domestic wine brand now. After the mergers and acquisitions of New
Hualian and Yunnan Red, the brand got some improvement, but too little effect.
TONHWA WINERY LIMITED is still in the second-line brand position.
Through the analysis on the development and brand change of TONHWA
WINERY LIMITED, the comparison between domestic and foreign wine brands’
performance of the company and brand marketing of the results of the study, we can
find that there exists so many probles in brand image, brand positioning, brand
communication, brand carrier etc.. On one hand, there have some reasons from the
external market: industry standard adjustment, foreign wine’s entering into and fake
events effect; On the other hand, it also has some reasons from the competitors:
first-line brand firmly occupied the market, second tier brands increase market share,
other industries have entered; However, another important reason is the internal
reason: production line, aging production capacity, the shortage of funds, equity
change frequently and the short term of management decision.
Therefore this paper aims at the combination of China's wine industry to the
overall running situation and the enterprise's own development needs, puts forward
improvement strategies and measures, including the direction and goal of re brand
marketing positioning, determines the brand core value ofan oriental red wine; the
series of products are integrated and standardized, abandons the unwanted products;
improves the trademark design and packaging design of the enterprise; focuses on the
quality and image advertising based on brand marketing.
Since TONHWA WINERY LIMITED is a representative in Chinese wine
industry, through analysis and research on it, we can summarize some common
problems in the development of domestic wine enterprises, which is to improve the
whole Chinese wine brand marketing level and has a certain guiding significance of
the theoretical study and practical advice.
激发或改变了他们的消费行为，使他们形成了消费习惯，就会产生一种增值和
溢价效应，并在消费者心中形成一种信任，最终形成消费者的品牌认知度。对
品牌的理论研究是随着市场经济的不断发展逐步发展起来的
（1）品牌理论萌芽阶段
早在 1870 年以前，在广告行业就出现了品牌这个名词。但当时人们对于品
牌的认识并没有深层次的概念，处于品牌观念的时代。品牌经理制和品牌管理
系统于 1931 年由尼尔·麦克罗伊提出和建立，之后企业逐步将提升竞争力的主
要源泉归结为品牌实践。因为，在品牌理论萌芽阶段，品牌理论尚停留在对品
牌的浅层认知，还没有形成系统和完整的体系
（2）品牌理论初步发展阶段
20 世纪 50 年代，各国学者开始广泛关注和研究品牌理论，在不断总结的基
础上形成了一系列有代表性、有影响力的品牌理论
独特销售主张理论。由美国广告专家 RosserReeves（1961）提出，“强调通
过广告向对消费者传达一个销售的主张,充分体现出产品的特殊功效和利益；产
品的特殊性和独特性是其他竞争对手没有或无法提出的；这种销售主张要足以
影响成千上万的公众，才能称得上具有很强的销售力。”品牌形象理论。由 Davidogilv—一位美国广告学者提出（1962），他认为品
牌形象和产品的质量、价格、历史等多种因素息息相关，它并不是产品所固有
的。21 世纪，品牌形象与品牌联想之间强烈的相互关联被总结为品牌形象和品
牌认知之间的关系，由 Kapferer、Biel、Blawatt 等学者总结归纳
品牌定位理论。由 Al Ries 和 Jack Trout（1979）提出，认为：“定位并不
是要改变现有的产品，而是通过创造性的思维活动将现有的产品的特点根植在
消费者的心目中。”后期