A Study On Brand Management Of JINLIUFU

At first, the thesis defines three concepts: brand, brand management and brand management system after incorporated the current thinking and development on brand from both academics and industry participants home and abroad. Based on these theories, the thesis made a deep research on the activities of the JINLIUFU management belonging to MACRO LINK SDN. BHD. with case method and compare method. At last the thesis gives the enlightenments from the research of the JINLIUFU management.The thesis analyzed the activities of JINLIUFU management such as brand design, brand orientation, three different ways to build brand (brand design, brand marketing programs and brand integrated communication). As result, the JINLIUFU case gave a good practice example for Chinese white wine enterprises how to build brand successfully.With the case study of JINLIUFU, and comparing with the wine brand home and abroad, the thesis gave seven enlightenments: defining the corporate mission and establishing strategy, establishing modern company system and brand management system, strengthen the building of the company culture and building one marketing team which has enough abilities of creation and fight, defining the brand core value and positioning the brand accurately, implement the outstanding, lasting and unanimous integrated communication, extending the brand prudently and appropriately.The thesis expects to research the white wine brand management through analyzing the JINLIUFU case, and offers the theory direction and practice example for the Chinese white wine in the intense competitive market and expects to help the Chinese white wine compete and develop healthily.