An Strategy Study Of Henan Shedian Holdings Limited Brand Marketing

In the background of the development of economic globalization, the increasinglyfierce competition among enterprises. Intense competition in order to win a place, theincreasingly prominent role of corporate brand. Whether it can be the perfect build theirown brand become an invaluable asset, but also the sustainable development of thepower source. Especially for the Chinese liquor market, liquor consumption productconsumption has been from the past to today’s branded consumer shift liquor corecompetition force evolved into brand competition. However, the development of brandtheory in our short history, enterprises in brand management, brand marketing, and so isrelatively backward, the theory and practice related to lack of experience, and comparedthe development of foreign brands, there are still some gaps, in order to brand thecompetition has made considerable progress, brand building and brand must continue tolearn from the successful experience of operational aspects, to break the limitations ofthe brand awareness in an effort to expand brand awareness at the same time pay moreattention to the brand’s meaning and value in the brand’s marketing strategy ofcontinuous innovation.In this paper, the development status of Chinese liquor industry as thebreakthrough point, integrated the latest brand marketing theory, from Henan, branddevelopment process Shedian problems start from the brand, brand marketing, brandmarketing strategy followed by progressive three levels of credit in Henan shop at thisstage of development of a comprehensive study. In a lot of meticulous research, basedon in-depth analysis Shedian brand marketing their own advantages, externalopportunities and external threats and internal weaknesses, noting its brand marketing on existing achievements and problems. And full analysis of the liquor industry macroand micro environment, consumers at all levels of the market demand for liquorcharacteristics and consumer behavior, insight into the unique needs of specificpopulations behavior and then closely integrated brand positioning, brandcommunication, brand personality, brand culture, brand management, brand Sales sixbrand marketing strategy, combined with the wine according to inputs and outputsShedian Empirical analysis, the current liquor brand Shedian most significant corefactor, as a brand to find in Henan Shedian suitable differential positioning, andproposed Henan Shedian brand marketing strategy in order to establish a strong brandliquor store credit marketing image, enhance the vitality of the market Shedian wine.Finally, the paper also hopes to present in the domestic market on the strength of weakHenan liquor industry to provide a point of reference.