Brand Marketing And Its Application Research In Chinese Liquor Industry

Chinese enterprises have entered the era of brand competition; the brand is a powerful factor in competition. Nurturing and developing the growth of China's brand-name liquor in China's liquor industry is an important and urgent task before us. At present, China has formed a number of liquor industry sector influential brands, which have a solid foundation, but faced with a series of questions that cannot be evaded. Therefore, the advantages Brand, Brand Marketing liquor industry has become an inevitable choice for development and growth. The main topic was the analysis of the liquor industry in the use of brand marketing.From the basic concepts of brands and brand marketing, this paper focally analyzed brand elements: Name Term Sign Symbol and Design and the implementing process of brand marketing, from the market survey, cross the Brand Position Brand Design Brand Communication Brand Innovation Brand Protect Brand Promotion till Brand Assessment; and combining with the development status and characteristics of Chinese liquor industry, it proposed several strategies of the liquor industry development: the first point is to plan the production structure; the second point is to position market scientifically, identify the direction of enterprises and products' development; the third point is to position brand accuracy ,which is a key link to brand marketing; the fourth point is the application of modern science and technology, which is the new requirements of enterprise implementing brand marketing strategy and complying with the times development; The fifth point is to conduct a systematic brand expansion and extension, which develops enterprises' family product and it is not blind; The sixth point is the unique packaging design, which comply with modern characteristics; Finally, we should strength brand's maintenance management, in order to ensure sustained brand's development and expansion.Moreover, it analyzed specifically the brand marketing strategies of "Wuliangye" and get the related inspirations: the success of enterprise implementing brand marketing strategy, which is not only the technical problem of brand management, but also enterprises should more focus how to create a strong brand, and in the actual management process, it should how to choose and choose what, in order to flourish enterprise developments.