A Research On Brand Diagnosis And Strategy Adjustment For Tonghua Grape Wine

Tonghua Grape Wine Company is once the leader of Chinese wine industry, but it has been on the down grade since 2001. The aging of products, impact of fake goods and development of competitors make Tonghua Grape Wine Company get into passiveness. Macrolink Group is so experienced in wine industry, while facing the situation of Tonghua Grape Wine Company, it hopes to reproduce former success of Tonghua Grape Wine Company in order to save this national brand. But it hasn't changed the second-class situation of Tonghua Grape Wine Company.Looking at the development and transformation of Tonghua Grape Wine Company and trend of development of the whole industry, we try to find the factors that restrict and affect the development of Tonghua Grape Wine Company. As concerning the measures used by MG and the expected and ultimate results, we do an analysis on the present situation and the trend of development of Tonghua Grape Wine Company.Taking a practical and realistic attitude, the thesis generally analyzes the whole operation condition of the Chinese wine industry. Making comparison of Tonghua Grape Wine Company and its competitors, the author finds out the key to the upgrading of brand value. Evaluating and analyzing the marketing strategies used by the MG, the author also gives some suggestions for the future development the Tonghua Grape Wine Company based on the scientific theory and verification. The author hopes that this thesis will become a reference for enterprise's management and promote the development of theoretical investigation involving this area.