Research On Brand Marketing Strategies Of S Wine Company

In2012the development of Chinese liquor industry ushered in new opportunities and challenges, affected by the liquor plasticizer event and the "Prohibition" policy, it is attracting attention of high degree. Liquor industry is facing reshuffle fate. For the new liquor brand, industry reshuffle is an opportunity, but is even more challenging for the whole industry. We make S wine company as the research object in our paper, analysis its brand marketing environment deeply basing on modern marketing theory, and according to the actual situation of company put forward the corresponding marketing strategy, we hope the similar companies can get the ways to solve the problem in brand marketing.We use the theory with practice in the paper. Firstly we introduce general situation of S wine company, and provide300questionnaires inside and outside the province (150in Henan province, and the rest150average distribution in Liaoning and Hebei two provinces), and we take back293valid questionnaires. Through the survey, we find that S wine company has failed to impress consumers in advertising and product packaging, there is excessive reliance on marketing terminal and sales promotion for the company, and its marketing strategy is short-term corporate marketing. In the view of this situation, we carries on the analysis to the S wine company brand marketing, and then we design new strategy for the company in full grasp of the information.It contains five aspects:brand positioning, image recognition system, brand communication channel, brand of S wine company’s expansion and improving customer loyalty. We provide guidance for the S wine company. And by strengthening the internal communication, increasing marketing personnel training, increasing product innovation and expanding the network marketing channels and other measures to provide guarantee for the implementation of marketing strategy to implement brand marketing.