The Study Of Liquor Brand Management Based On Consumer Psychology Demand

With the rapid development of science and technology, the rapid rising of people’s living standards and unprecedented prosperity of Chinese market economy, the liquor has become an indispensable part of the people’s entertainment, emotional exchange and even people’s daily consumption. China has a lot of liquor enterprises, they are facing fierce competition, and with the direction of high-grade and brand development of liquor consumption demand, the Key of Liquor-making Enterprises to win is how to meet the needs of people’s higher level demand on the liquor, and a departure from the consumer psychology demand, seek to target consumers, enhance brand competitiveness of their own.Consumer psychology demand as an important field in the marketing field, has become a hot research topic in recent years. Discussing the consumer psychological demands is significant to improve business performance and strengthen the brand competitiveness of enterprises. This paper discusses the construction of liquor brand from the consumer psychological perspective, in-depth analysis of the relationship between consumer psychology demand and brand management, and puts forward the Countermeasures of brand management based on consumer psychology demand.This article takes the progressive structure, first introduce the definitions of consumer psychology and the theory of consumer psychology demand and brand management, and understand the impact of consumer psychological demands on brand management. Then analysis the status of China’s liquor industry, the psychological demands of consumers, and detailed analysis the brand management strategy based on consumer psychology demand. The study of this paper takes Asia Brewery (Xiamen) Company production of "Danfeng" liquor as an example, study the brand management strategy based on consumer psychology demand in-depth, combined with the characteristics and development status of "Danfeng" liquor further proposed the brand management strategy "Danfeng" liquor, taking full consideration of people’s liquor consumption psychological demands in Fujian, from the company’s actual starting, through the target market segmentation, brand positioning, brand marketing strategy to carry on the effective management of "Danfeng" brand.This paper combine the method of literature analysis, case analysis and survey research, in-depth analysis the psychological demands of liquor consumer is mainly reflected in the face, price, brand appeal, regional cultural demands and psychological demands, and puts forward the liquor brand management strategies based on consumer psychology. However, the vision will be limited to the psychology of consumer demand, and the actual consumption environment impact on consumer psychology and brand management is complex and changeable, a number of factors cannot be quantified, some aspects that only on consumer psychological demands and liquor brand management are considerable limited.