The Research On Brand Positioning Of Liquor

With the rapid development of brand competition, the state of the market is in oversupply, the product or service is becoming more and more homogeneous, and the difference is getting smaller and smaller, In particular, the core function of the difference is almost zero. Brand positioning era has come instead of brand identity, and then, many enterprises need a unique brand positioning, making a distinction from its competitors, and attracting the target consumers. Therefore, brand positioning which is the inevitable result of brand competition is the primary task of brand management and premise, and it has become a great magic weapon in the competition.However, there are many misunderstandings and shortcomings in brand positioning of Chinese liquor enterprises. For example, the lack to highlight the brand positioning through the integration of marketing communications, the poverty of core values of the brand, the shortage of the creativity in brand naming brand, strategy planning confusion, too wide in the core values of brand positioning, theme fuzzy, and so on. These factors lead into consumer satisfaction not high, liquor consumption level not large, and lead to less competitive between liquor businesses.Liquor, as major consumer goods for residents, which is an important combination in material and spiritual life, is closely related with household consumption. Therefore, research on liquor brand positioning can help to enhance consumer satisfaction, improve the level of liquor's consumption. Besides, it will help to improve the liquor enterprises'competitiveness.In recent years, study of theory and practice about brand positioning is very wide, but research on liquor brand positioning is much more dispersed, focusing on study of liquor brand positioning being very little, and the analysis from the perspective of consumer's cognitive is also an extremely rare. In this paper, author undertakes research views based on the predecessors, from the perspective of consumer's cognitive, systematically studying the Issue of Chinese liquor brand positioning, in order to provide some reference significance for liquor companies. The basic idea of the paper is:First, this paper firstly describes the connotation of brand positioning, and the factors which affect the liquor brand positioning. On this basis, this paper analyzes liquor brand positioning strategy adopted by, and then, author takes Wu Liang Ye Enterprise Group as a case, focusing on analysis of Wu Liang Ye, Wu Liang God, Wu Liang Chun, Wu Liang Alcohol and other major liquor brand. After the analysis, this paper sums up the conclusion and points out the main limitation. Finally, author gives a prospect on the development of liquor brand positioning.Structural framework of the article divides into four parts. The first chapter is the introduction, which covers the progress, purpose and the significance of liquor brand positioning, content, and method. The second chapter mainly introduces the theoretical Analysis of the liquor brand positioning, which includes brand positioning content, liquor brand positioning principles, the factors that affect the liquor brand positioning, covering liquor product attributes, consumer demand, enterprise-based resources, competitors, the main strategies of liquor brand positioning, which including functional positioning, grade positioning, category positioning, consumer positioning, emotional positioning, and the relationship between liquor brand positioning and the marketing mix. The third chapter is the essence of the article. Author takes Wu Liang Ye Enterprise Group as a case, and introduces the basic situation of Wu Liang Ye Enterprise Groups, brand development path. After that, this paper points out that the Wu Liang Ye, Wu Liang God and Jian Zhuang take the grade of positioning strategy, Wu Liang Chun adopts a more targeted strategy, Wu Liang Alcohol takes the concept of positioning strategy, Jin Liu Fu and Liu Yang River adopt category of positioning strategy. The fourth chapter, the author mainly puts forward the discussion and main limitation in the process of liquor brand positioning. Finally I give a prospect on the development of liquor brand positioning briefly.