摘要：卓越的品牌不仅是一个标识，而且是一套精心设计的业务系统。从某种意义上来说，消费者所购买的不是产品，而是一个完整的产品体系。这种现象在白酒行业体现得尤为明显，凡是有一定知名品牌的白酒企业都取得了很好效益。从某种意义说消费者买的不仅仅是白酒，而是一个品牌。本文以江苏洋河作为研究对象，通过对洋河品牌的个案研究，分析其在品牌经营中成功的因素，同时也提出了成功背后需要注意的问题，主要有品牌维护欠缺导致假冒伪劣产品充斥市场、营销渠道的缺失致使品牌传播出现短腿现象、产品特色被模仿以至品牌地位将受到威胁、本土市场趋于饱和，发展或将遭遇瓶颈。并针对这些问题提出四点完善品牌经营的对策和建议：注重产品文化的培养，维护品牌形象；充分利用超市终端，完善企业的营销模式；坚持创新原则，保持持续高效发展；完善企业制度，建设充满活力、战斗力的管理层。

关键词：洋河酒厂  品牌战略  成功  建议

Abstract: An outstanding brand is not only an identity, and a carefully designed for business systems. In a sense, the purchase of products, but a complete product system. This phenomenon in the wine industry is an obvious drawback, which is a well-known brand of wine enterprises have achieved good results. In a manner that consumers buy it's not wine, but a brand. This paper elect YANGHE winery as the object of research, the case studies of brand YANGHE, analyzes its brand of success in business, but also a need to take care of its success was due to the desired brand of shoddy goods flooded the market, marketing channels of communication that brand in which product characteristics short legs, copied and brand position will be endangered, to be saturated domestic market, or to be in a bottleneck. To these questions, put forward five points in the brand of the proposal to the product of culture：and the brand image； peace and prevent blind pride；improve the business mode of brand marketing and promotion of innovation through the multi-channel communication；on the principle of sustainable development will remain efficient；enterprise system, set up a building management full of vitality and fighting capacity.

Keywords: YANGHE winery   brand strategy   success   advice