如今,白酒消费市场总的来说呈下降趋势,而红星牌二锅头却供不应求。据统计,1994年红星二锅头销售量达6万多吨,在全国排名第4位。红星二锅头之所以在市场叫响,红星酿酒集团副经理张金刚认为:“最根本的一点是我们的产品定位准确,也就是扎根在老百姓的心中,使红星二锅头成为老百姓的餐桌酒”。公司根据定位原则,对市场进行划分,确定产品的生存空间,把 Today, the liquor consumption market is generally on the decline, while the Red Star brand Erguotou is in short supply. According to statistics, in 1994, the sales of Red Star Erguotou reached more than 60,000 tons, ranking fourth in the country. The reason why the Red Star Erguotou called out in the market, Zhang Jingang, deputy manager of Red Star Brewery Group, said: “The most fundamental point is that our products are accurately positioned, which is rooted in the hearts of ordinary people and makes Red Star Erguotou a table wine for the common people.” Based on the principle of positioning, the company divides the market and determines the product’s living space.