The Research Of Brand Strategy For Gu Tanzhou Liquor

By the Chinese reform and open had been deepened, the enterprise marketing mechanism established, as a traditional industry, Chinese alcohol industry has entered into the condition of over-offering after a long duration of rapid development, In which the products have so less difference. Moreover, along with the change of the consumer consumption concepts, the liquor consumers trended to a rational choice, and the occurrence of replacements, What's more, as the foreign wine entered into our market, liquor sales have been gradually declining. The market share of liquor has become smaller and smaller, apparently, liquor stands in a serious situation, the competition among the liquor enterprises was intensified. So, 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 White liquor enterprise having a foothold on market in the 21st century.This paper will combine theory and practice, targeted study of ancient wine brand strategy Tanzhou internal and external environment facing the paper will combine theory and practice. In the process of writing paper, related to the brand, brand strategy, marketing and other aspects of knowledge. Hunan Yue Yi Co., Ltd. established a strong industry ecosystem to provide a reference for the brand, and to senior management an accurate grasp of market information to support. The company on the liquor industry and its competitive position has a more profound understanding, also for the company in a broader market prospects, improve the ancient Tanzhou wine brands and their products competitiveness, and so provide a powerful marketing decision support.Drawing support from the concrete data of the white spirit industry,carrying on the detailed analysis to the our country white spirit industry general situation,market characteristic,the competition structure and form,main get under the condition of in the low file white spirit market supply exceeds demand,an excellent white spirit presents to increase the trend,market to be placed in the power breaker to compete the appearance etc conclusion. By the ancient Tanzhou wine for SWOT Analysis, that the company's wine brands in the development of ancient Tanzhou strategy have advantages and disadvantages and threats and opportunities. Then, this paper targets from brand strategy, brand positioning, brand development and other aspects of the ancient wine brand strategy of Tanzhou. Last, articles from product, price, channel, promotion Tanzhou four aspects of the ancient wine brand strategy implementation strategy.