习酒品牌与营销策略研究
Research on Xijiu Brand and Marketing Strategy

在中国白酒企业竞争激烈的市场环境下，品牌建设和市场营销对于酒类企业尤为重要。习酒作为一家白酒企业，自从2022年脱离茅台以来，面临了许多挑战，但仍然在稳步前进。本文通过对习酒的品牌文化、6P营销、品牌营销和IP营销进行了现状分析，并针对存在的问题提出了解决对策，为习酒未来的营销方案提供了有益的建议。本文认为6P营销、品牌营销和IP营销是习酒品牌建设和营销的重点，尽管还存在一些不足之处，但提出的对策将有助于习酒在未来的竞争中取得成功。这些对策也可以为其他白酒企业的品牌和营销策略提供有益的借鉴。
In the competitive market environment of Chinese Baijiu enterprises, brand building and marketing are particularly important for liquor enterprises. As a Baijiu enterprise, Xijiu has faced many challenges since it left Maotai in 2022, but it is still making steady progress. This article analyzes the current situation of Xijiu’s brand culture, 6P marketing, brand marketing, and IP marketing, and proposes solutions to the existing problems, providing useful suggestions for Xijiu’s future marketing plans. This article believes that 6P marketing, brand marketing, and IP marketing are the focus of Xijiu’s brand and marketing. Although there are still some shortcomings, the proposed strategies will help Xijiu achieve success in future competition. These countermeasures can also provide useful reference for other Baijiu enterprises’ brand and marketing strategies.