Research On Cultural Marketing Scheme Of Hong Mao 's Wine Brand

Nowadays, with the rapid development of aging and urbanization, people usually pay more attention on their health condition than before. As a result, the demand of self-care, self-medication, and health care and so on, have increased significantly. The overall revenue of pharmaceuticals industry has increased by 9% for the first half year of 2015 as compared to the same period in last year, come to 1.24 trillion Yuan. The huge market demand for medicated wine has also brought an opportunity for the industry to thrive. However, due to some medicinal wine company branding their products at will, and even some health-care wine has been false advertised and exaggerated the curative effect, leading to excessive overdraw the market. At present, the medicated wine market faced with many problems and the traditional way of marketing has failed to cater the customer’s demands of products diversity. A single brand marketing method becomes outdated. It is a vital problem for Hongmao pharmaceutical Co. Ltd. to embed cultural elements into their brand and try their best to use the spread of brand culture as well as marketing methods to impress their customers. Only in this way, can the company enhance customer loyalty and brand reputation.This thesis takes Hongmao pharmaceutical wine as the object of the study. Analysis the current situation of the company’s marketing methods as well as the problems exist in the process from the perspective of brand culture marketing. As a consequence, the author presents the idea that it is necessary for company to use brand cultural marketing method and analysis its possibility separately from macro-, industry and internal environment. Also, author analysis the strengths, weaknesses, opportunities, threats that a company may confronted through the theory of SWOT analytic. Finally, author works out the specific cultural brand marketing program and safe guard measure of the program. The findings and discussions in the study are expected to apply in the Hongmao pharmaceutical Co. Ltd. on its cultural brand marketing practice and also keep improve and perfect the marketing skill. At the same time, the study of thesis hopes to provide valuable references in marketing methods to Hongmao pharmaceutical Co. Ltd.