Practice and Influence of the Well-Known Liquor Program during the Planned Economy Era
After reform and opening-up,the Chinese Baijiu industries all over the country took part of market competition as the"well-known liquor"because of the well-known liquor construction during the planned economy era.However,the well-known liquor program was born of the Planned economy system.In 1953,the eight well-known Chinese liquor brands,were created by the government to stabilize the market and inherit the well-known products.With the construction of the planned economy system,the production of liquor had been opted in the light industry.The well-known liquor gradually became significant to the government revenues and the international image of the PRC regime.In the 1960s,the open liquor rating system nationwide was established by the Ministry of Light Industry.Then other Baijiu manufacturers,one after another,followed suit and took an active part in the well-known liquor rating,to get more investments.And meanwhile,the"Maotai Pilot"program and the"Nonlocal Maotai Pilot"program were successively launched by the Ministry of Light Industry.Administrative means were utilized to promote the famous liquor brewing techniques nationwide to increase output of the famous liquors.With joint influence from the aforesaid factors,local Baijiu manufacturers,one after another,tried their utmost to create their own brands since the administrative functions were transferred to lower levels in the 1970 s.On the one hand,they succeeded to rank among the well-known liquor brands relying on techniques generalized across the country.On the other hand,they attempted to expand their brand influence by following the marketing strategies of Maotai.The well-known liquor created by the state during the planned economy periods have served as important sources for liquor manufacturer restructuring,brand creating and business marketing after the reforms and opening-up.
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