Shihezi Sand Wine Brand Construction Research

Such as "One Belt And One Road" the advancement of national strategy in the wine industry has a comparative advantage of xinjiang,and army group has brought new opportunities at the same time,also brought new challenges,in recent years,domestic wine industry affected by the impact of the international market is more and more obvious,in the fierce market competition,domestic wine enterprises want to have a long-term development,to increase wine brand construction,efforts to improve domestic wine brand image become the key.At the same time,countries have introduced a "wine industry" twelfth five-year "development plan",hope that through the way of cultivating domestic brand,to increase the market competitiveness of domestic wine brands.Corps of xinjiang shihezi is one of the major wine region,as the shihezi the advancement of "Chinese wine city" construction,shihezi wine industry to achieve rapid development,has gradually become a horse in the wine "dark horse",but the whole,shihezi wine enterprises market competitiveness is still weak,especially on the brand construction is relatively lack,in addition to investment promotion and capital introduction to changyu group,red wine brand has been established,the local enterprise brand awareness is low,the product sales is insufficient,for local enterprises,brand building is urgently needed.Based on this,this paper,taking shihezi typical representative of the local wine companies-sand wine as an example,the study of the brand construction,so as to xinjiang local wine enterprise brand construction to provide reference and guidance.This paper firstly introduces the meaning of brand and brand construction and theory research,analyzes the factors that influence the wine brand construction sand winery brand construction situation,and then on this basis,the contrast of changyu group winery in shihezi development experience,analyzes in detail the sand winery brand construction of the external environment and problems,finally gives the sand winery brand construction of specific proposals,the following conclusions:(1)sand winery brand construction has obtained the preliminary development,has begun to brand management,brand development into every link of enterprise development,at the same time the use of modern marketing,actively expand the brand influence.Sand winery brand construction products,culture and enterprise from three aspects,the basis of shihezi of sand winery brand construction is the raw material,the influence of the three aspects of policy and industry.(2)the sand winery brand building external environment there is wine enterprises within the industry cluster development of cooperative game,the lack of communication and cooperation,wine culture formation,grape industry development,the lack of unified planning and five away from the main consumer market difficulties.(3)the sand winery brand construction within not blended with matching concept and development,organization and management mode,brand identity system,brand personality and positioning system,cultural construction,brand product and brand problems such as lack of competitiveness;Natural,capital,talent,entrepreneur ability,marketing ability and innovation ability is the key factors influencing the sand chateau brand construction.Based on the above research results,this paper puts forward some policy Suggestions:(1)under the perfect brand positioning,brand image;(2)the real building regional brand,strengthening brand marketing;(3)improve the support policy of government,consummating the policy supply;(4)promote the brand assets,increasing intrinsic value;(5)perfect the wine industry chain,enhance the power of internal development.