The Analysis Of Brand Tactic Of Liuyang River Liquor Limited Company

The brand tactic has become one of the most important way of developing economy in 21 century. Under the background of both the liquor products and liquor market constructions being homologous, the brand tactic gragually becomes an efficient way of making the product standing out and getting away of the homologous competition. Differ from other products, the liquor is a special product that related to a country’s culture. The liquor embodies a rich emotion of a nation so that the brand tactic of liquor can be referred to the culture.Through the analysis of developing process and management situation of Liuyang River company, the paper holds that the implementation of brand innovation is its inevitable choice. The method of SWOT is used to make a profound analysis of the advantages and disadvantages of the brand of Liuyang River company, including its opportunities and challenges. Besides, based upon the present competitive environment, the author puts forward the basic thinking of brand strategy management of Liuyang River company. In addition, in accordance with the theory of brand strategy, the author protocols the basic principles and orientation tactics of the brand, pointing out that the problems of Liuyang River company lie in the fact that its nuclear cultural sources and to extended cultural resources are lack of conjunction and inner logic .Each fights his own battle in the field of dissemination, showing the feature of being scattered and oversimplified. The paper maintains that the brand of Liuyang River will never stand out without powerful nuclear cultural resources. In the light of the theory of brand strategy management, the paper analyzes the present status and the future development tendency, holding that the real core competitive power relies upon the new concepts and new features of brand strategy management in the information age .It is necessary to gene into a story brand, identify core communication line and release different appeals in accordance with different times, stapes and brands so as to up-grade the brand image and market competitive power of Liuyang River company. The author argues that it is essential to establish a real foothold of the brand of Liuyang River in order to be identified and resonated.This paper tries to grasp the essence of brand management of liquor in china through the case analysis of the brand of Liuyang River with the purpose of offering theoretical guidance of brand management and outstanding examples for the Chinese wine companies so as to give impetus to benign competition and development of chinese liquor industry.