Preliminary Research On Brand Architecture Strategy Of Wahaha

Since 1990s, Market Demands of beverages in China has been on the upside, considering china's rapid economic development and improving living standards; Meanwhile, Accompany with a growing tendency of Economic Globalization, a great many beverage giants enter the Chinese market, their violent actions to capture the market and their hard brands have a huge impact on Chinese local firms. In a word, the Market status and Market Environment of Beverage industry in china supply local beverage firms with challenge and opportunities. With consumer behaviors becoming more and more rational, also consumption level being improved, consumers put a growing emphasis on beverage brands, thus how to build autonomous brands is the strategic step for lots of local beverage enterprises. Nowadays, Chinese beverage market shows a tendency of diversity, our local firms should implement differentiated product strategy, so developing and implementing Brand Architecture strategy is the first task before the local beverage companies.Wahaha corporation, a legend of Chinese firms, is the largest beverage manufactures in china, which plays an important part in china's beverage industry. After sustained and rapid development of more than twenty years, Wahaha has got caught into a bottleneck:Although Wahaha has long concentrated on building National Brands, and has made a large progress on promoting its own brands, compared with world giants, such as Coca Cola and Pepsi, Wahaha still has a long way to go. Therefore, how to break through the siege of strong brands at home and abroad, bigger and enhance its own brands, maintain or even increase its market share are the right problems before many Zong Qinghou.In this thesis, the brand architecture strategy is based on theoretical results, together with the author's own theory for the understanding of brand architecture strategies to Wahaha Group Co., Ltd., for example, introduced its brand from the past to the present framework of development, from corporate branding, brand family, three levels of brand Wahaha Group Co., Ltd. introduced the brand status in the analysis of the Wahaha brand architecture is also optimized to further put forward the corresponding proposal brand architecture, the purpose of these proposals is to be able to do Wahaha brand architecture optimization and maximization of corporate profits, for the further development of reference, but also for a number of other domestic beverage company's brand management some guidance and reference.The first chapter summarizes the world's beverage industry and the development of China's beverage industry, indicating the background of this paper.The second chapter describes the theory of brand architecture strategy, combined with existing theories and strategies of their own theory for the understanding of brand architecture to a number of beverage companies at home and abroad, for example, introduced the brand in the beverage industry in the strategic management of the use.Chapter III of the Wahaha Group Co., Ltd. introduced the situation, and analyzes its brand architecture development process.The fourth chapter describes the "Wahaha" brand architecture Group Limited implementation of the strategy.Chapter Five chapters with more content and of research, the "Wahaha" brand architecture and brand structure optimized implementation of the strategy recommendations accordingly.Chapter VI summarizes the thesis put forward the inadequacies of the paper and further research.