The Study On Liquor Brand Positioning Strategy Of Luzhou Lao Jiao

With the speed of the process of China’s reform and opening up, foreign enterprises quickly open the Chinese market,and achieved better market economic benefits by a strong brand strength.Domestic enterprises which have experienced the pain in the process of the seller’s economy transit the buyer’s economy, realize the significance of the comprehensive strength of the brand for the enterprise core competitiveness.Brand as the image of the enterprise, has a strong potential value. The quality of brand development is the decisive factor of enterprise owning high market rate and high profit rate.Enterprises need to attract consumers through the differentiation of brand positioning in Brand operation basic link-the Brand positioning stage. Therefore, brand positioning is the basis and premise of brand operation, which is the magic weapon for the enterprise brand competition.However, Chinese liquor industry has ended the golden development period of ten years into the adjustment period by public the spending restrictions, plasticizer events, strengthen anti-corruption efforts and so on since 2012. Although the development of liquor making industry in China is still in the level of rapid forward, the high-end liquor sales are showing in the trend of rapid decline. This fully shows that the liquor industry have many errors and shortcomings in the brand positioning management, for example, Lack of brand positioning, the positioning chaos in the brand extension, the brand positioning without considering consumer mental resources etc. Therefore, the study of liquor brand positioning is conducive to the liquor business forming the brand competitive advantage that liquor enterprises will pass information accurately to the target consumers for Interacting with consumers.Through the research and analysis of the domestic and international brand positioning literature, the paper is scattered about the theory and practice of liquor brand positioning.The research on the theory and practice of liquor brand positioning is also little.In the research methods, liquor positioning research mainly based on the literature review, the paper that researched from the perspective of corporate and consumer interaction is less.Therefore, the author on the basis of previous studies,systematically analyzes the liquor brand positioning theory and Practice from the perspective of the interaction between the enterprises and the consumers for Luzhoulaojiao as the research object. It is hoped that the research can be of reference for the brand positioning of Chinese liquor companies.This paper mainly adopts the combination of normative research, literature analysising and empirical researching. On the one hand, I have widely collected and consulted the papers and books about marketing and brand management, especially about the research status of brand positioning and the articles and monographs. The author analyzes the theoretical factors of liquor brand positioning and brand positioning based on the positioning theory and marketing 4P theory.On the other hand, through analysing the overall brand positioning for Luzhou’s series of measures, including price management, sales channel management, sales promotion and management, the author summarizes the research conclusion and the shortage of research by a combination of factors in the theory and practice.The framework of this paper:The first part:Introduction. This part mainly elaborates the background, the purpose, the significance, the research method and the frame of the thesis..The second part:The theories and methods of brand positioningof brand positioning. This part mainly introduces the theory of brand positioning, the theory of 4P, the factor of brand positioning, the significance of theory to practice.The third part:The reviewing of the development about the Luzhou Lao Jiao’s brand.The fourth part:The analysising of influencing factors of uzhou Lao Jiao’s brand positioning.This part mainly analysis should consider the factors of Luzhou lao jiao’s brand positioning from four aspects of Luzhou lao jiao enterprise resources, consumer demand status, liquor industry competition state, the macroeconomic environment,which are bases on Luzhou Laojiao existing brand positioning.The fifth part:The analysising of Luzhou Lao Jiao brand’s positioning strategy. This part focuses on the analysis of Luzhou lao jiao how to use 4P theory application in the positioning process, Luzhou brand positioning difference and effect of the brand positioning on the basic principles of Luzhou brand positioning.The sixth part:The research conclusion, the research insufficiency and the prospect. This part draws the conclusion of the research based on the analysis of the paper, which can provide reference for the brand positioning of other industries in the liquor industry.. In addition, the author points out the shortage of this paper research..The innovation of this paper:The First, innovation of research angle. The brand positioning is the focus of the current brand management and operation, many scholars carried on the thorough research in this aspect.From Analysis of the research results:on the one hand, the exploreing brand positioning focus on the the enterprise, the market competition and the technical level of the pattern; on the other hand, the exploreing brand positioning mainly focus on the sociology, economics, management and marketing, which are more limitations.This paper mainly studies the problem of liquor positioning through the perspective of the consumer mental resources and the marketing 4P theory.The Second, the scope of the study is more comprehensive.This paper basically covers the whole process of the enterprise brand positioning, including product attributes, attribute price, sales channel attributes, attributes of product promotion and other service attributes, whicd make research brand positioning more comprehensive factors.