The Study On Brand Marketing Strategy Of "Yining"Wine

Brand plays an very important role in the development of the company as a kind of intangible assets. With the fast development of economy in China and promotion of consumption conception, wine culture is also developed quickly. People have their own understanding and favor regarding the recognition and pursuit of wine brands. The earliest wine brewing history in our country can be traced back to the period of emperor Hanwu, while the subsequent development has been very slow. Ningxia helan mountain foothill is one of the best wine producing region in our country. In the year 2003, it won the reputation as " National geographical indication protection products of wine ". A large number of excellent local wine companies appeared successively, such as Xixiaking, Helanshan, Imperial Horse etc.Since 2007, the main wine brands in China such as Changyu, Greatwall, Wangchao and the world’s wine industry giant Pernod Richard and Hennessy entered Helan Mountain Foothill wine production region successively. The influence of area is unprecedented ascension.Through the analysis of present situation of marketing of "Yining" wine brand, put forward the present problems existing in operating of management of the company and analyzed the causes for problems, based on the operation condition of wine industry in our country as a whole and the development of company itself, this article put forward targeted improvement strategy and measures of brand marketing.Through the analysis of Brand positioning, brand image, brand spreading and brand management,establish a set of complete brand marketing strategy, to adjust the present marketing model and idea effectively so as to break through bottleneck,maintain the development, make full use of its own advantages to have a place in the fierce market competition.