four aspects should be considered: taking one of the potentials; It is a kind of culture to take advantage of the brand to make wine. The wines in different regions have their own unique values, and the core of value culture is refined. By shaping the brand name of wine, the consumer groups in the market are continuously subdivided, and the brand culture is used to guide the ownership of consumption, forming differentiated recognition at the terminal for customers with different consumption psychology to choose, so as to shape the professional loyalty of the brand. For example, Jinliufu's "festive complex", the modern concept has raised the "blessing culture" to the extreme of elegance. Over the years, it has repeatedly spread festive wine, celebration wine and the highest sense of identity of "China people's blessing wine". Jinliufu's celebration, like its quality, comes down in one continuous line. Similarly, the high-quality life of Shuijingfang has been advocating noble life elements for many years. Xifeng liquor advocates: soar to the west phoenix and celebrate China. Jian Nanchun has been promoting the discovery of the "health factor" of famous wines-the "gene map" of nano-molecules. The second trend: event marketing The biggest activity this year is the 2118 Beijing Olympic Games. In the activities with a hundred years of Olympic culture precipitation and global cognition, wine enterprises should follow the trend. With the approaching of the Olympic Games, the competition among enterprises in Olympic marketing is more intense, and everyone hopes to form a "win-win". Even if there is no "admission ticket" for the Olympic Games, it doesn't matter. Olympic marketing is not the patent of Olympic sponsors. Under the aura of the Olympic Games, non-Olympic sponsors can still have fun. Snow Beer won the favor of consumers by virtue of its "official partner of beer lovers", and Tsingtao Beer followed closely, and launched a large-scale outdoor sports program "Tsingtao Beer-I am the Champion" to interact with consumers. COFCO Liquor specially brewed "Great Wall Cheers 2118 Chixia Dry Red Wine" for Beijing (Global Brand Network) Olympic Games. No matter from the appearance of the wine or the connotation of the brand, people can intuitively feel the distinctive personality of the "Olympic quality" wine. Once launched, it was widely respected. In Wuhan, Budweiser arranged an "Olympic Garden" image display area in the supermarket, allowing consumers to drink beer for free, draw a lottery and feel that the Olympics is around. Take the third position; As the saying goes in related industries, alcohol and tobacco are inseparable, and there are many related industries with alcohol. While focusing on their own marketing, we should also focus on related industries in customs clearance to form complementary resources and reduce comprehensive costs. For example, the price increase of raw and auxiliary materials this year is undoubtedly a huge challenge for labor-intensive alcohol enterprises. In 2116, Hubei Zhijiang Liquor Group was established, consisting of 15 member units. It involves many categories such as material trade, oil and chemical industry, printing and packaging. The establishment of the group is not only an effective integration of the resources of the wine industry chain, but also a layout for the later gradual expansion. Similarly, with the rising temperature, the catering industry has begun to enter the off-season, and many catering enterprises have to carry out various activities frequently to enhance their popularity. Many wine companies' products are involved, and they have joined forces with hotels to launch various promotional activities. For example, in Wuhan, when crayfish were on the market, many restaurants and star-rated hotels launched various crayfish food festivals to attract popularity, and some wines were also named as "Oyster" feast food festivals with seafood as the main theme. Take the fourth step: enhance the sense of social responsibility. The sixth of the top ten management practices of World Manager in 2117 is: social responsibility management! Nowadays, it is becoming a trend for enterprises to publish social responsibility reports voluntarily, and more and more enterprises in China are actively participating in it. The competitiveness brought by social responsibility has been obviously manifested, and only when they undertake social responsibility can they obtain higher profits. No matter whether you are a large enterprise or a small and medium-sized enterprise, you should shoulder the responsibility of the enterprise to the society. The country is advocating a harmonious society and needs the participation of all. Smart companies will choose those public welfare behaviors that are of mutual interest to the target group, find the awareness of products, and then promote themselves from the standpoint of consumers. In 2117, Jinjiu released the first White Paper on Healthy Drinking and a nationwide health survey on drinking, and the social responsibility value of Hard Drinking was suddenly improved. In February 2117, Jinpai Company joined forces with china health care association, Chinese Medical Association, Sina. com and other institutions to launch a public welfare activity with the theme of "Moderate Drinking and Healthy China" in the face of the whole country. In July, the "Healthy Drinking China Tour" officially launched a community activity. Some wine companies with a sense of social responsibility have also come forward, reflecting their sense of social responsibility in brand communication, which is also a good intervention point for potential marketing.