Study On Brand Anagement Of Chinese Liquor Enterprises

Chinese liquor industry is a traditional and competitive industry in China. With the change of consumption structure of Chinese liquor market, Chinese liquor is impacted by beer, wine, foreign wine and other liquors, and its market share is decreasing gradually. Affected by the national tax policy adjustment, the profit rate is decreasing as well. Every liquor enterprise realizes that the former price war, advertisement war and channel war cannot meet the requirements of current market competition any more. Forging a powerful brand is the guarantee to the market and profit. However, there're server misunderstanding and disadvantage in brand building for Chinese liquor enterprises, who are confusedat "what's a brand'. Meanwhile, there's a lack of systimatic process of brand management; brand equity with neither high differentiation nor individuation; and it's hard to cause the consumers' resonance to realize the brand property.As famous historical liquor, Heishui Laobaigan has been improving rapidly during these years. It is not only honored the title of "The King of Hebei", but also developed its market all over the country, which are all due to timely and systemic brand management. I analyzed the development status of Chinese liquor industry as well as its competition trend and brand development; indicate the important significance of brand construction and systemic brand supervision. On the foundation of market survey and analysis, I summarize the successful experience in brand supervision of Hengshui Laobaigan by means of optimizing its brand supervision flow. I suggest a general brand supervision mode which is of guidance in theory and reality to Chinese liquor enterprises.Construct a general brand supervision mode which is suitable to Chinese liquor enterprises; combine the processes of brand supervision to one system by means of brand orientation, brand broadcasting, brand equity maintenance and improvement, in sequence of which the flow of brand supervision is complete, persistent, and well-regulated as well as of significance in theory and reality, which is also the creative point of this thesis.