Maotai Industry Group Brand Marketing Model Building And Enhancing The Effect Of Brand Marketing Research

Firstly, a literature review of brand marketing theory and research status,providing a theoretical basis for the study of brand marketing, followed by the statusof China’s liquor industry, competitive landscape and liquor market trends, once again,using PEST analysis and Porter’s five forces model analysis to analyze the Maotaiindustry Group’s external environment, and the opportunities and challenges faced bythe Maotai Group. Finally, extract the elements to enhance the effect of brandmarketing for Maotai Industry Group: corporate identity system, product quality andinnovation, brand image, brand strategy mode, integrated brand communication,brand equity and brand protection, and using these elements as a clue, compared theMaotai Industry Group brand marketing elements with other well-known liquorcompanies, it didn’t doing well in product quality and innovation, protection and otherissues, inconsistent brand positioning and brand image is also existing, and copingstrategies to enhance the Maotai Industry Group’s brand marketing effect. On theoutcome of domestic and foreign scholars, there are many thesis studying brandmarketing, but building brand marketing model to enhance the effect of liquor brandmarketing from the perspective of brand personality analysis is little, this article isbased on the theory of brand marketing, specialized in the research scholars on thebasis of Maotai brand analysis, from the brand marketing strategy development pointof view, building the Maotai Industry Group brand marketing model, combined withthe actual proposed Maotai Industry Group to enhance the brand marketing effect, anddevelop the right marketing strategy advice, thereby further enriching the marketingstrategy of China’s high-end liquor industry.