摘 要作为鄂酒领头羊的湖北枝江酒业股份有限公司成立于1998年10月，系创办于1817年的“谦泰吉”演变而来的，具有200 年酿酒的历史，是湖北省最大的白酒生产企业之一. 枝江酒业快速进展的惊人业绩和制造的市场奇迹, 曾为国内经济界和企业界所瞩目, 被称为奇妙的“枝江大曲现象”.本文从整个中国白酒行业的进展状况分析出发，结合湖北白酒的行业现状的分析，着重指出枝江大曲在湖北白酒行业的地位，重点对枝江大曲的品牌建设和营销策略上的成功之处进行探讨和分析, 并给出我个人对枝江大曲进展的建议，希望能为其他白酒企业的进展提供一个参考。关 键 字：品牌建设、酒文化、双向开发、营销策略Abstract Hubei Zhijiang Liquor Industry Co.Ltd was founded in October 1998，which plays an leading role in the field of liquor in Hubei， was established in 1817 evolved from the "QianTaiJi ” ， and has a history of 200 years in Hubei Province， the largest one of the liquor manufacturers.Zhijiang liquor rapid development of the astonishing performance of the market and the creation of a miracle ， had the domestic economy and business sector is being watched, called miraculous "Zhijiang Daqu phenomenon” 。 This thesis from the entire Chinese liquor industry development analysis and Hubei liquor industry ， highlighted in Hubei Zhijiang Daqu liquor industry’s position，Zhijiang Daqu focus on brand building and marketing strategy for the success of exploration and analysis,I personally given to Zhijiang Daqu development proposals in the hope that other liquor for the development of enterprises to provide a reference.Key words ： brand building ； wine culture;two—way development;marketing strategy 引 言1 讨 论 背 景在21世纪的中国，民情、民俗和几千年的人文历史背景决定着白酒行业的进展方向；而国门的持续开放，也将把更多的时尚消费元素溶入到传统的消费观念中去。 因此，可以说整个中国白酒行业的变局，仅仅是大幕刚启。相对于白酒企业来说，谁能预见到未来市场的格局和消费者...
