本案例由江南大学商学院的吴媛媛教授团队撰写，江南大学商学院案例中心研究员葛智杰全文改编，江南大学商学院案例中心研究员陈田田为责任编辑，作者拥有著作权中的署名权、修改权、改编权。

摘要：仰韶酒业作为河南本土的知名品牌，在面对洋河、古井贡酒等全国头部企业与洛阳杜康和南阳卧龙玉液酒等省内地区代表企业的激烈竞争之下，从品牌建设角度出发，深度挖掘历史底蕴和品牌文化塑造，加强品牌系统培育与市场开拓，不断创新营销方式，实现销售渠道转型升级。通过仰韶品牌游、主题推广、大型宴会等系列活动来推广企业文化与品牌知名度，不断提升顾客满意度和忠诚度，走出一条区域性品牌在面对行业龙头和地区本土企业挤压下的独特发展之路。

关键词：仰韶酒业；品牌竞争；品牌延伸；产品定位

Yangshao Wine: The Road to Competition and Upgrading of Regional Brands

Abstract: As a well-known brand in Henan, Yangshao Liquor Co., Ltd., in the face of fierce competition between national leading enterprises such as Yanghe and Gujing Gongjiu and provincial representative enterprises such as Luoyang Dukang and Nanyang Wolong Yuliu Liquor, excavated its historical deposits deeply and shaped brand culture from the perspective of brand building, strengthened brand system cultivation and market development, and constantly innovated marketing methods to achieve sales channel transformation and upgrading. Also, through Yangshao brand tour, theme promotion, large-scale banquets, etc., it aimed to promote corporate culture and brand awareness to continuously enhance customer satisfaction and loyalty, and walk out of a unique development path of regional brands in the face of industry leaders and local enterprises in the region.

Keywords: Yangshao Wine; Brand competition; Brand extension; Product Positioning