The Innovation And Development Of Jimo Rice Wine Brand Strategy

With the development of economic globalization,the brand played an increasingly important role in market competition,enterprises want to win the market,must first have a pervasive brand,China wants to dominate in the global economy,it must be from the manufacturer to the brand power.In the process of brand development,with an accurate brand strategy,is equivalent to the enterprise development kits.JIMO RICE WINE the only enterprise in northern China,owned two honers "China well-known trademark" and "China time-honored brand".The company's performance has been fluctuated due to the economic development in China for the past decades.As a result,it is crucial to establish a solid and competitive brand strategy in order to defend its value against the market turbulent and secure a future potential performance.This article obtains from the model based on consumers' brand equity theory,aiming at Qingdao market,divided into high,medium and low three consumer place issued by questionnaire.This investigation mainly from the brand awareness,consumer demand and price positioning,etc to investigate JIMO RICE WINE adopt the current market situation.Based on the questionnaire survey results by using the SWOT model,both internal and external factors affecting the development of the enterprise brand in-depth analysis,overall JIMO RICE WINE adopt high quality of high quality but not enough innovation,rich brand culture resources but propaganda is not enough,a market with enormous potential but lack of marketing means.According to the research and analysis for JIMO RICE WINE leading ahead of development strategy and safeguard measures.Through the research,I have drawn the following conclusions:First,the major marker of rice wine industry is concentrated in the southern China,the consumption in this industry is significant affected by seasonally and regional factors.To achieve a success in the rice wine industry,it is important for JIMO RICE WINE to break the sales barriers and meanwhile combine with the advantages of internet +.The company shall to apply both online sales and offline sales to open the market.Second,the JIMO RICE WINE as an old brand which has a long history and a wide range of visibility in China.However the advantages of the brand name have not been developed and utilized by the company,the market value of the product is underestimated.Companies should revalued and re-establish the brand image.Last but not least,from the product functionality point of view,although the JIMO RICE WINE as a green and health drink,which has a health effect for people from different ages.Neither the product tastes nor packaging can meet the growing consumer demand of people.Hence when JIMO RICE WINE establish a brand strategy,it should take into account the individual needs of consumers.The company shall strengthen the research and development of the product.