品牌战略:中国名优白酒企业发展的必由之路--江苏洋河集团实施名牌战略侧记

洋河建厂50年来，在白酒业一直保持强劲的发展势头，产量和效益保持平衡健康的发展态势；其关键得益于公司实施名牌战略，注重经营和发展自己的品牌，公司在白酒业率先实施ISO14001环境管理体系，通过ISO9002质量体系复评，并多次获国家重大奖项，洋河实施名牌战略的成功在于：以市场营销创新实施品牌价值；以管理创新发展品牌，以多元化战略扩中牌，以科技创新铸就品牌，以新产品提升品牌；以高质量永葆品牌，以企业文化丰富品牌，以高素质人才把握品牌。

Brands Strategy: The Only Way to the Development of Chinese Famous Distilleries--Record on the Implement of Brands Strategy of Yanghe Group.

Yanghe Group has always kept its driving development tendency for50years since its foundation and liquor yield and eco-nomic profits in the distillery present steady and healthy development trend.The key to the success of the Group partly depended on the implement of brands strategy management and development of its own famous brands.The Group took the lead in implementing ISO14001environment management system and had passed the assessment of ISO9002quality system.Besides,it won several times the national awards.The brands strategy of Yanghe Group covered the following aspects:market promotion innovation to realize the value of the brands;management innovation for further development of the brands;multiple brands strategy for brands overspread;technical innovation to create new brands;new products for brands upgrade;high quality for brands guarantee;enterprise culture to enrich brands contents;excellent employees for brands management.(Tran.by YUE Yang)