Diego Bonnel

作家 Diego Bonnel 的文章

来自 西班牙

Diego Bonnel, 为多家酿酒厂担当葡萄酒顾问,在数个 国家的官方机构任职,超过 25 年。每年品尝数千款酒,特 别了解(以西班牙和葡萄牙为主的)伊比利亚半岛和法国 的葡萄酒。

Is scarcity a real marketing argument for wine?

The efficiency of the scarcity argument will be dealt with analyzing three price tiers. Tier 1 will include wines valued several tens of thousands of dollars. Tier 2 will deal with wines costing up to several thousand dollars and Tier 3 will concern premium and super-premium wines, going from 17 to 100 dollars. In each case, other arguments might complete or interfere with the scarcity element.

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2020-01-06 16:54:00

稀缺,是否真的是影响葡萄酒价格的关键因素?Is scarcity a real marketing argument for wine?

葡萄酒用稀有珍贵作为市场营销的有效性,可以通过三个价格等级来分析。第一个等级的葡萄酒价值几万美金;第二个等级的葡萄酒价格几千美金;第三个等级的葡萄酒是那些优质葡萄酒,价格在17到100美金。在各种情况下,其它因素会与稀有珍贵这一因素相互补充、相互作用。

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2020-01-06 16:49:00

Wine Brand as a Key Competitive Weapon

A brand is a unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors. A wine brand is strong when it has a high awareness level among customers, a high emotional connection with them, and has built a long-term relationship with them. This translates into both hard data Key Performance Indicators (KPIs) such as price, strength of distribution channels, sales level and its evolution, presence in social medial and soft data KPIs such as brand awareness and brand value. All wineries will not grant the same importance to all indicators, depending on size and ensuing strategic focus.

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2020-01-04 14:11:00

品牌,葡萄酒竞争的终极武器 Wine Brand as a Key Competitive Weapon

品牌是一种独一无二的设计、标志、象征、口号,或者这些的结合,是为了给产品塑造一个能从竞争对手当中区别开来并脱颖而出的形象。当一个品牌被广大消费者所熟知,在消费者心中拥有很深的情怀,并且与消费者建立了长期的关系,那么这个葡萄酒品牌就是强势的。这可以通过硬数据关键业绩指标来阐释,如价格、分销渠道的力度、销售水平及其变化、社交媒体;也可以通过软数据来阐释,如品牌意识、品牌价值。并非所有的酒庄都采用一样的指标,这要视酒庄的规模和接下来采取的战略方针而定。

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2020-01-04 14:08:00

Cooperatives,a Driving Force in the Global Wine Industry

Not only are cooperatives important players, they have been also improving in the past years due to the pressure of market forces. Many have internal factors that contribute to their success and have a bright future ahead, provided they take into account the current threats they are facing.

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2019-09-18 15:40:00