Brand Marketing Research Of Luoyang Dukang Holdings Limited

Entered in twenty-first Century, in the economic globalization under the background of the rapid development, thecompetition between enterprises becomes more intense. In the white-hot competition to win a space for one person, the brandhas become increasingly prominent role. Whether can be the perfect to build their own brands become the magic weapon ofthe enterprise, is the enterprise sustainable development in the power source. Especially for Chinese liquor market, theconsumption of liquor from the past has been the consumer products to today’s brand consumption of liquor, the hard core ofthe enterprise competition has evolved for the brand competition. However, the concept of brand development history inChina is very short, enterprises in brand management, brand marketing and other aspects of relatively backward, the relevanttheory and practice experience is also insufficient, and the development of foreign brand than there is still a certain gap, wantto be in the brand’s competition to obtain great progress, must be in the brand construction and brand operations continued tolearn from the successful experience of the brand, break the cognitive limitation, in an effort to expand brand awareness andpay more attention to the brand connotation and the value of the brand, the marketing strategy innovation.Luoyang Dukang Holdings Limited is a wine industry as leading industry, R&D, production, management, sales,management in one integrated holding company. The trademarks have Dukang appraised as China Famous Brand. Theflagship product contains wine Dukang series,the source of the Chinese wine series, the national flower series, the oldDukang Series and health Series,more than a dozen products, nearly100varieties. Has been called the Wine originator andknown as the patron deity of Chinese liquor, Dukang wine contains more than5,000years of cultural history. Dukang hasbeen as synonymous with the culture of wine, appears in many literary works of ancient and modern. However, Because ofthe market operation factors, Dukang which has5,000-year-old tradition once eclipsed. At the end of2009Dukang brandsuccessfully achieve strategic integration. How to better heritage Dukang culture, to let Dukang brand returning to theoriginal height is the new problem for Dukang to solve. This article integrated brand marketing theory and reality fromLuoyang Dukang development, proposed targeted countermeasures. It also wants to be able to provide a point of referenceHenan liquor industry development in the domestic market.