A Study On Brand Development Strategy Of Luzhou Laojiao Of Master Thesis

In the 21 st century,Chinese economy development rapidly,and other industry related people's daily includningclothing,food,transportation,communications,etcdevelopmentextraordinarily rapidly.However,the "Made in China" instead of "Made in China" has become an absolute pain in China's economic development.Brand,has become the focus of business.As a liquor "Made in China" typical representative,Maotai,Wuliangye,Yanghe,Luzhoulaojiao,it's significant to researchits brand development strategy.In this paper,Luzhou'sBrand Development Strategy for the object,collate Luzhou Brand Strategy History.Experienced planned economy and a market economy,Luzhou'sbrand development was from awayresources and product quality,gave the brand independent character,created "Luzhou," "1573," two classic brand,and summarizes practice "double branding,multi-brand operation " brand strategy.Chinese liquor industry has experienced rapid growth after a decade-long period of adjustment.It's needs to find new growth drivers and new core consumer groups.Makert demand showed personalized and diversified,brand + capital + culture will become the core competitiveness of liquor.With the domestic slowdown in economic growth,while countries restrict public consumption,"eight regulations",so that the common consumer occupied the high-end wine market instead of government.Liquor business expansion to low-cost of the wine market,with the sub-brand and regional brands market competition,market competition further intensified.In this paper,Luzhoulaojiao brand strategy as the research object,combined with the external environment and the liquor industry market trends,analyzes market characteristics under the new situation,the opportunity to study the advantages and disadvantages and threats Luzhoulaojiao brand strategy,and propose countermeasures.Luzhoulaojiao should adhere the 1573 high-end brand development;efforts to achieve in the end the return value of the brand,focused on science and technology power,conduct electricity business and establish electricity supplier brand.This paper based on economic theory and consumer marketing theory,used literature,PEST analysis,SWOT analysis and survey research methods,analysis Luzhou brand strategy,and put forward the corresponding strategies for the development.