Study On Old Chinese Liquor Brand Communication

Data shows that 70% of China Time-honored Brand Enterprises are maintaining the status quo, 20% of them are long-term losses in business,only 10% of them are having a certain scale and of a good benefit. The China Time-honored Liquor Brands are traditional beverage brands with Chinese characteristic. With its unique brand connotation and long history and culture, the China Time-honored Liquor Brand has its own advantages in liquor competitive market environment. But there are only 86 liquor brands in China Time-honored Brand Enterprise alive. Except some headed enterprises like Moutai, Wuliangye and Yanghe River, most of them are local brands and caught in the competitive market.There are many reasons for China Time-honored Liquor Brand status, such as the backward technology, old management idea behind the times of its development needs, the traditional system and so on. The most important one is that the lacking of brand awareness and inadequate brand communication lead to its dropping sales and market shrinking share. Under this background,started from relevant theoretical elaboration from brand, brand communication, China time-honored brand connotation, and then collect and arrange the communication data of Time-honored Liquor Brand. Arrived the present situation of Time-honored Liquor Brand by processing and combining with relevant theories.On this basis, find out the problem of Time-honored Liquor Brand’ communication. At last put forward some suggestions and countermeasures on the communication content and communication channel of Time-honored Liquor Brand.To study China Time-honored Liquor Brand which bearing our deep history culture,has a very important function and meaning both for the development of the enterprise itself, or the inheritance and development of Chinese history and culture. This paper analyze China Time-honored Liquor Brand mainly from the communication, advertising and brand perspective is just a beginning, Hope people to pay attention to China Time-honored Liquor Brand,and also hope more people who with breadth of vision to make in-depth research on China Time-honored Liquor Brand., and then put forward the effective way for the healthy development of China Time-honored Liquor Brand.