Research On Brand Management Of “Shuijingfang” Liquor Under The Background Of Consumption Upgrade

With the rapid development of national economy and the promotion of comprehensive national power,the consumer structure of China is upgrading rapidly,the consumption hotspots are increasing and the consumer demand is rising.At present,China is in the third tide of consumption upgrade.This consumption upgrade is a huge challenge and also an opportunity for every industry in China including the liquor industry.The liquor enterprises have to improve their comprehensive quality for facing the fierce market competiton and the tide of consumption.The liquor industry has entered the brand competition time;Strengthening brand construction,highlighting brand advantage and taking effective brand strategy is imperative for each liquor enterprise,especially for high-end liquor brand in China.Shuijingfang,one of the most famous high-end liquor brand in China,is taken as an example in this thesis.It will be analyzed in detail from its brand image,brand positioning,brand personality,and brand communication.And the consumption characteristic of high-end liquor consumer nowadays would also be analyzed by studying relative academic research and survey data.The consumption characteristics of high-end liquor consumer behavior under the third tide of consumption upgrade are: low price sensitivity,high quality pursuit,higher service quality and service experience requirements,and higher aesthetic demand.They prefer to enjoy themselves by purchasing high quality and high-standard product instead of buying traditional luxury.Besides,this thesis also analyzed the excellent brand management strategies which have been taken by Shuijingfang's for facing the consumption upgrade.First of all,the usage of Chinese elements in brand building is satisfying Chinese consumers' sense of national pride.Secondly,injecting young and fashion elements into brand to attract young people's interests on Chinese traditional white liquor culture.Thirdly,holding more interesting,knowledgeable and interactive marketing activities for consumers,they can experience the whole process of the brand activities and it is good for establishing the higher brand loyalty.To sum up,this thesis concludes several constructive and significative suggestions of brand management for Shuijingfang,which are insisting the principle of “quality first”,maintaining accurate market positioning,operating high standard marketing campaign for satisfying consumers' advanced aesthetic requirements,expanding brand awareness by new methods,and strengthening membership service and management.These suggestions would also be hoped to offer some kind of valuable references and referential value for some other high-end liquor brands,just like Shuijingfang,in China.