| Sichuan has a long history of wine-making, and its liquor-making industry has always been relatively developed. After reform and opening-up, sichuan liquor geographical advantage, technical advantages, talent advantage visualized gradually. Drived by the country industrial policy, sichuan white spirit industry rapid development. In 21st century, the sichuan "six gold flower" headed by wu liang ye rapid development in the relatively loose policy environment with its own advantages, make sichuan white spirit had become the leader of Chinese white spirit industry. As liquor-making industry bibcock, sichuan liquor leaded industry development, and always represents the level of the trade. Because have been maintained strong profitability, sichuan white spirit is the pillar industry in sichuan province which made great contribution to the entire economy of sichuan. Therefore, sichuan government always afford liquor-making industry considerable policy support. In recent years, sichuan strive to create "Chinese white spirit golden triangle", completed trillion yuan goals two years in advance.In liquor production, cheap liquor has the largest yield, nearly 80%, and accounted for high-grade liquor yield is small but because of its expensive price, it brings tremendous turnover contribution. Since 2006, to promote the brand competitiveness, high-end liquor enterprises advance in price continuously, that left quite market space, for cheap liquor. It makes originally huge liquor market boisterous, with more and more second-line liquor enterprise enters, a fiercely competitive appears. And as liquor high-end development trend, low-grade liquor has become increasingly concerned with reducing, and the lack of supervision makes low-grade liquor market more and more chaos.Sichuan is not only a big province of liquor production but also a big province of liquor consumption.There are numerous liquor production and sales enterprises in this Province, totaled 4000, however sichuan wine's brilliant achievements is created by a few really key enterprises, most liquor enterprises are small and medium-sized enterprises, there profitability is insufficient, progress slowly. This status image serious discrepancies with sichuan wine's status and become the most obvious disadvantages of sichuan white spirit.Therefore, the study of low-standard liquor market situation in sichuan is conducine to regulate the market and strength the consolidation in the industry for the entire sichuan wine industry. For liquor production enterprise, especially small and medium-sized which focus on cheap market, it's conducine to see the market situation, in order to develop strategies for timely breakthrough. In the "disorderly maket", the small and medium-sized enterprises want to break out of encirclement, the most effective tool is the brand construction.The first chapter this paper is literature review which firstly introduced Chinese liquor and the research status of sichuan wine industry, chapter 2 discuss current development of liquor-making industry in sichuan province, using the SWOT strategic matrix analysis to analysis the liquor-making industry in sichuan, expounds the advantages and disadvantages, and points out the development direction and development countermeasure. Chapter 3 emphasis on sichuan low-standard liquor market analysis, pointed out the influence of cheap liquor consumption specific factors. Chapter 4 attention low-standard liquor brand and small and medium-sized enterprise status, found consumers call branded and cheap white spirit is the most obvious trend. In chapter 5, the DaYingXian distillery in sichuan province is analysised as a practical examples, its main brand promotion is diagnosised comprehensively, especially pointed out the error of its brand positioning, and a new brand promotion strategy is formulated. |
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