Brand Strategy Study Of X Liquor Factory

In recent years, the liquor industry has more increasing competitive. Building brand, seizing the attention of consumers is the consensus of liquor business operations. Brutal market competition and the gradual awaken of the liquor companies brand awareness to recognize the importance of brand building. X winery as a local well-known liquor medium-sized enterprise maturing into a period of transition, brand strategy planning and implementing has not underestimated the role of its enterprise development and expansion. Effective brand strategy, improving brand operating system, not only can solve the existing problems of the X winery's brand construction, but also can help them to strengthen brand building and establish famous brands, improving product quality, expanding sales and market share and enhancing core competitiveness, finally for enterprises to win a solid foundation through the way of "famous brand".In this paper, we first review the brand, brand strategy, brand analysis tools of related theories, in order to lay the platform of theoretical papers; surveying and describing the overall of the X-winery, brand strategy of macroeconomic environment and industry environmental situation. Based on the SWOT analysis, the paper describes the problems existing in the X winery brand building, and analyzes the cause. For the main problems of brand-building, this paper researches and designs the X-winery brand strategy, focusing on: brand positioning and targets, the choice and development of brand strategy. The choice and development of brand strategy is the top priority, including internal shaping brand strategy, brand external shape strategy, brand development strategy, brand strategy management and control. Finally, the paper discusses in the implementation of brand strategy protection. In the X-brand strategy design process, the integrated use of SWOT analysis, systems analysis, comparative analysis, case studies, research analysis, a more in-depth study.Papers" researching results have a role to X-brand wineries system. similar to the small and medium-sized enterprises liquor brands to establish a svstem of reference.