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以文化铸就酒业百年根基

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河南酒业公司位于夏邑县杨集镇,由夏邑县金鼎酒厂改制而来。虽然已走过 20多年风雨 ,因种种原因,发展依然缓慢。公司一班人审时度势,决心转换观念,扬长避短,高举弘扬文化的旗帜,走文化名酒发展之路,以此铸就酒业百年根基。短短几个月来,取得了令人瞩目的成就。下面就酒业的一些做法详述于后,请不吝指证。

     一、文化与文化名酒酒发展的关系

   文化是商丘市政府确立的文化名牌之一,以其极高的占位毫无疑问地成为中国最优秀的文化名牌之一。据《史记》等古籍记载,夏邑是孔子的祖籍,孔子有七代先祖在夏邑生息,孔子一生多次到夏邑省亲祭祖、考察殷礼。孔子是中国古代伟大的思想家政治家教育家,是历代帝王之师,被奉为至圣先师。孔子所创建的儒学,不仅对中国传统思想产生巨大影响,而且积极地影响了世界。

     那么,什么是文化呢? 孔学专家、曲阜师大孔子学院副院长骆承烈教授给了这样的解释:“世界上只有一个孔子,孔子祖籍在夏邑;孔子所创建的儒学是中国传统思想的主干和基础,文化是儒家思想的源泉和重要组成部分”。这就从理论上高屋建瓴地论述了文化及文化的至高地位。在夏邑这片古老的土地上诞生和传承下来的仁义、诚信 孝道等社会道德标准及相关风俗礼仪是文化的具体表现。因此,我们认为文化是中国最优秀的文化名牌之一,理应成为酒业打开全国乃至世界大门的金钥匙。

     文化是夏邑百万人民的精神财富,但要变成物质财富就必须通过实体经济、依托文化名牌产品。酒应凭借文化、站在巨人的肩膀上,顺势入市,减少市场阻力,实现产品的高附加值;而文化则通过酒的外销,以产品为载体走向各地,更好地推动文化的传播与发展。可喜的是,通过公司员工的努力,酒已经小批量进入北京、浙江、三门峡等外地市场,那么就有更多的消费者通过喝酒,同时又了解了夏邑和文化。

  二、以弘扬文化为支点,全面推动酒的销售

 文化,博大精深;产品设计,纷繁复杂。如何把文化与酒完美地结合起来,是一个复杂的系统工程。首先,酒业主动注册了“”白酒商标,从法律层面上保护与自己相关的文化知识产权。

  接下来,酒业采取了高起点、借助外脑支持内部发展的策略,使酒赢在起跑线上。

酒业首先就文化的有关问题,咨询了国家孔子学会会员、孔子祖籍文化学会执行秘书长陈进先生。陈先生一生致力于文化研究和宣传,对我们的想法很是支持,为我们详细介绍了文化有关问题。并通过陈先生联系到了国际孔学专家曲阜师大教授骆承烈先生。骆承烈先生十分赞成,欣然为酒题名,并赋诗一首表示支持。骆教授的题词是“孔子盛名冠全球,夏邑亦风流,情真意切酒,饮后更上一层楼。”

  就酒的市场定位,我们与多个国家名酒厂、省科研院所联系,请专家进行指导和策划。酒的包装,出自某教授级工艺美术专家,该专家曾服务于很多国家名酒厂。我们要求包装从色彩纹饰图案体现出深厚的儒家文化底蕴。酒质的科研攻关,由省食品科研所牵头,有多个国家级和省级白酒专家参与,从投料制曲发酵蒸馏等入手,结合浓香型和酱香型的生产工艺,历经上百次雕琢,使酒质具有绵甜净爽、芳香幽雅、诸味协调的特点, 具体体现了中庸和谐的儒家文化。

在市场宣传方面,我们结合社会热点问题, 师从文化,奏响了三部曲。第一部,我们从宣传儒家文化的厚德载物精神入手,注重企业的社会责任,高考期间,通过电视滚动字幕,号召市民创造一个有利于考生的安静环境,高考结束后,用旅行包对酒的高考生用户实行买赠,对贫困和下岗职工考生家庭免费赠送。

 第二部,到了09年新兵入伍阶段,我们举行了为夏邑籍入伍新兵送酒活动,祝愿夏邑子弟不忘家乡父母养育之恩、在部队立功报效祖国。对这个活动,县武装部张政委称赞是支援国防建设的拥军行为。

第三部,11月份,我们联合皇城火锅店,举办了百名长寿老人免费品酒、为长寿老人送寿糕等公益活动。县人大孙继良主任表扬说,你们这个活动弘扬了夏邑孝亲敬老的传统美德。并称赞酒说:“酒入口顺、不上头、醒酒快,这就是好酒。”孙主任同时殷切关怀说,夏邑是中国长寿之乡,水质富含硒等抗衰老微量元素,粮食也富含多种长寿成分,酒一定要利用好这些原料,酿出更好的美酒,回报夏邑人民。

通过这一系列的活动,酒一上市,立即在夏邑市场引起轰动。人们看到的酒,包装大方,文化底蕴深厚;喝到的酒,酒质绵甜净爽,芳香幽雅。夏邑人民以酒为骄傲,走亲访友,对其津津乐道,对其希望,甚为殷切。酒业亦乘势打开了夏邑市场,并成功开发商丘、三门峡、浙江等外地市场。

     孔子说“天行健,君子当自强不息 ”,温家宝总理说 “一个民族,有了抬头看天空的人,这个民族就有了希望”。酒业今后决心以文化铸就百年根基,以质量为根本,投身激烈竞争的市场洪流,诚信为本,自强不息,酿造美酒回报人民,蒸馏仙酿奉献社会。  

                                                            河南酒业公司     2010年4月1日


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