A Study On Brand Strategy Of Jiangsu White Wine Enterprises

The white wine industry in Jiangsu province was very famous in China and the production and the rank on the list of Chinese famous wine was only lower than in Sichuan province, the top one in China. But since 1990s, the development of the white wine industry in Jiangsu province have been weak, So the future development will draw our more attention.The thesis analyzed the activities of Yanghe and Shuanggou management, such as brand design, brand orientation and brand strategy, some different ways to build brand. With the case study of Yanghe and Shuanggou and comparing with the other famous wine in China, the thesis gave some enlightenments for the future development of the white wine industry in Jiangsu province.This article is composed of five parts: The first part is the preface of this article. The second part is analysis of the research background. The third part is the case study of Yanghe and Shuanggou. The fourth part is the comparing study among Yangge, Shaunggou and Jinliufu. The last part is the overall conclusion for the main points appeared in this article, and the suggestion proposed for the management of the Yanghe and Shuanggou..