The Research Of Brand Strategy For Kinmen Kaoliang Liquor In White Liquor Market Of Mainland China

The superiority of competitive power is the foundation for leading an enterprise toward an everlasting industry. In this highly competitive market, the differences of market elements such as product, price, distribution channel, and promotion are getting closer with each passing day. Therefore, understanding the core competitive ability of the enterprise, integrating the internal resources which includes product, human resources, capital, management, marketing, technical research and development, constructing an enterprise who sees the "Brand Strategy" as the core of marketing for setting it up toward the leading position, and finally creating the customer and market value for gaining the enterprise's profit, is the best enterprise core strategy for modernized enterprise having a foothold on market in the 21^st century.Kinmen kaoliang liquor Inc. (KKL) , famous in world by it production of hightquality "Kinmen kaoliang liquor"is the primary brand of white liquor in Taiwan.On Apr. 8^th 2004, wite the establishment of 100% ownership subsidiary company in Xiamen, KKL officially entered into the biggest and the oldest white liquor consumer market—Mainland China. How to use the "Brand Strategy"as the core strategy of enterprise, for standing out from the crowd in "White Liquor Market of Mainland China" and having a foothold in this highly competitive market, is the focus of thisresearch.This thesis is divided into 4 chapters:The 1^st chapter: Summarize the background and the motives of research, establish the objectives and determine the boundary of research, design the procedures and methods of research, indicate the limits of research, and explain the keywords of research.The 2^nd chapter: Analyze the present situation of Kinmen kaoliang liquor industry and the pinnacle white liquor market of Mainland China by collected literature resources according to the research needs. Briefly and constructively introduce the theory frame, SWOT theory and the theory of brand strategy which are based on the Chinese and foreign scholars' arguments in the light of the research needs.The 3^rd chapter: First of all, analyze the strength, weakness, opportunities, and threats of Kinmen kaoliang liquor for entering into white liquor market of Mainland China by using SWOT theory. Second of all, analyze the brand image and present situation of marketing of Kinmen kaoliang liquor in white liquor market of Mainland China according to the data of questionnaire investigation and the information of in-depth interview which were designed in terms of research methods. And finally, in order to find out the essence of brand and the present situation of brand image of KKL and its products in white liquor market of mainland China, survey the information that has been mentioned before and organize the problems that have been analyzed and indicated by using certain components, which includes competitive elements, brand preference, brand awareness, and brand loyalty, that make the enterprise brand toward success.The 4^th chapter: Stand on the problems discovered in the research, and apply "The Model of Dynamic Brand Strategy Plan" of Dr. LI guang dou, on the basis of the diagnosis of marketing and brand for Kinmen kaoliang liquor in white liquor market of Mainland China, the brand position for the product, the brand position for the enterprise KKL, the brand image strategies for Kinmen kaoliang liquor, the dissemination strategies of brand marketing for Kinmen kaoliang liquor, offer the conclusion and the advices to the research subject.