The Research On The Degree Of The Brand Communication Strategy Agree With Target Consumers In L Company

With the stronger competition in market, more and more companies, business owners began to attach importance to the power of brand communication, including the liquor industry. The quality of the liquor created brand in the past. The brand of the liquor is the symbol of quality now. So building brand has become a strategic project of Chinese liquor companies.The industry of liquor had sold more than 550 billion yuan in 2014, which accounted for 0.92% of the GDP. Meanwhile, there were over 20 billion yuan used in liquor advertising. But the Liquor consumption environment has changed dramatically with the effects of Chinese government restricting the three public expenses and prohibition in this year. The young millionaires and the managers of private industries became the most important luxury liquor consumers instead of government officers. Every liquor company had been in more intense competition and a transformation in pain. It’s very important to optimize the marketing strategy and find target-consumers in time. In this thesis, I analyzed the changing of target-consumers in the luxury liquor and ordinary liquor in the new market. At the same time, I described the organization structure, financial situation, the company’s main business and the brand communication strategy of Luzhou Laojiao. According to the this, I analyzed the fit between the different brand communication strategies of Luzhou Laojiao products with target-consumers from three dimensions which included media, advertising content and time. The study found that Luzhou Laojiao put the large resourse into TV advertisment and print advertisment, especially CCTV advertisment. However, it ingored online advertising which could affect more young rich men borned in 1980s and 1990s.Because of the strategy, Luzhou Laojiao brand conmunition can not fit with the real target-consumers.The paper proposed a scheme to optimize the fit between Luzhou Laojiao brand communication strategy with the target-consumers based on the study. There are four measures, namely to optimize media, improve the advertising production, improve the management of advertising time and build the model of advertising evaluation which reslove primal problem of the strategy. The study focuses on the Business Process Reengineering, update the duty of work and hire the third party Market Research Institution to achieve the optimization of the measures.