| As Chinese spirits being the main consumption in the liquor market, and China's alcoholic industry transferred from traditional market to modernization trend, the whole liquor industry have experienced four stages:the initial stage, rapid developing stage, adjustment developing stage and now radically new developing stage. Right now, china's alcoholic industry is in its key period of developing, facing excessive and disordered competition from other companies as well as assaults from substitute productions such as wine, beer and red wine:china's alcoholic industry is confronting with Internal and external problems.The key product of WULIANGYE CO.,LTD----the value of "WULIANGYE" have reached to 472.06 billion in 2009, the brand value has stay on the top of china's food and beverage industry for 15 years long. And the average sales revenue increased by 40% from "The Ninth Five"period to 2009.However, on the backgrounds of fierce market competition and strategic transformation of enterprise diversification, a decrease in WULIANGYE company's liquor products of market occupancy ratio, at the same time, in the period of diversified development, the company experienced frustrate in implementing the strategic of brand extend, now the biggest challenge for the company is how to accomplish the strategic object of billions production value in 2020.The paper analysis on WULIANGYE company's multi-brand strategic. Combine Integrate qualitative analysis with quantitative analysis, use brand portfolio, frame theory, brand strategy theory and the current trend of china's alcoholic industry, summary problems in implementing the brand strategy, aim at the problems by compare two different developing patterns in top international company and china's biggest alcoholic enterprise—"VATS" group respectively, we give the following suggestions for WULIANGYE company's brand extend developing:1.We proposed nine strategies for WULIANGYE GROUP about its major brand extension aspect:First, the brand extension needs to insist moderate separation strategy; Second, control the authorization and the authorization strategy; Third, clear the focal point of brand extension; Fourth, the perspective about choosing the brand extension strategy should be diversification; Fifth, should pay great attention to integrate the brand extension image and corporate culture; Sixth, must grasp the brand extension opportunity and control the speed of brand extension; Seventh, to the extended brand should implement the strategy of classify management and price dislocation; Eighth, brand extension should insist relevant principles; Ninth, assess, feedback and the control the brand extension effect.2. The success of brand extension largely depends on the brand communication mode which the enterprise chose, so in this paper, we discuss deeply on the brand communication mode of brand extension. In recent years, television advertisement as a traditional communication mode which once was the powerful weapon to brand build, now along with excessive dilation had been reduce its influence quickly, therefore we need research new marketing integration communication scheme. Except communication carrier, the best marketing integration communication scheme also been influenced by other factors such as relevancy which decide the enterprise marketing communication cost, method, media and information.Besides, based on WUYANGYE company'current brand extend status, by comparing other similar company's diversification operation and successful brand extend experience in cross-industry, and combined brand extend theory with capital operation theory, we come to the conclusion that during the company's brand extend implement, the company can use industry-integration model as well as industry and finance combination model on the Premise of protecting the gold brand-"WULIANGYE", then practice diversification operation. |
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