The Problems And Countermeasures Of Domestic Liquor Industry Brand Marketing

The sales in future is the battle among brands, because the quality of products is the base of participating in the market competition, in which the key to victory is brand, and the competitiveness of products and enterprises are both reflected by that of brands. With a long history, the model of the Chinese liquor sales has converted from the traditional model of workshop to today’s sales model. The concept of brand and the sense of brand sales have been accepted by all, but what is a pity is that there is no liquor brand of Chinese liquor industry accepted internationally by now. Confronted with the white-heated market competition and the invasion of the foreign liquors, to cultivate the liquor brand accepted worldwide and adopt the measures of brand sales are not only the inevitable options of Chinese liquor enterprises, but also the important strategies for them to be on the ways of internationalization and maintain the advantages of competition.The background of the liquor brand sales is introduced at the beginning of this paper, which states briefly the importance of the research of the liquor brand sales, the basic theories of the brand and the brand sales, the reasonable definition of the concept of the brand and the basic model and strategic meanings of the brand sales. Then by analysis of the present situations and the competitive environment of the operation of the Chinese liquor industry, this paper reviews the developing periods of liquor brands and summarizes the problems that occur during the brand sales process of Chinese liquor industry and the relevant improving advices. Finally taking LuZhou Laojiao Co. Ltd. as an example, by the SWOT analysis of the trend of the brand sales, this paper analyzes the brand strategies and the present situation of the brand sales of Luzhou Laojiao, introducing the elements of the victory of Luzhou Laojiao brand sales and the inspiration for the liquor industry. Finally, the article puts forward the methods of liquor brand promotion, for example:brand strategy planning, capital operation, brand cooperation, consumer education, Liquor culture dissemination, globalization brand awareness and so on.With the theory of international brand sales, this paper analyzes the present situation, the inadequate parts of the brand sales of Chinese liquor industry by the analyses of cases, then puts forward the reasonable advices, which is important and guiding for the development of the brand sales of Chinese liquor. Because competitive brand and international brand data cannot be collected and contrast analyses, so this article exists some limitations unavoidable.