Research On The Brand Communication Strategy Of Yanwodao Liquor

In recent years,the growth of the Chinese liquor market appeared leap,liquor-making industry has overall recovery,into a clear upward trend,numerous liquor brands poured into the market,trying to occupy a certain proportion in the fast-growing markets.However,there is a surplus of brands in the Chinese liquor market,and the competition is fierce.To get the market competitiveness that matches its brand value,enterprises must pay attention to brand communication.Wild goose nest island liquor brand occupy a certain market share in the liquor market in Heilongjiang province,however,the wild goose nest island liquor brand brand communication strategy is not perfect,lead to its brand awareness is not high,in the case of market competition is intense,faces the threat of market share to reduce,it is also common problems of liquor brand in Heilongjiang province.Therefore,it is of great significance to study the communication strategy of liquor brand.Perfect brand communication strategy can greatly enhance the brand visibility and reputation of,will affect consumer choice.Finally forms the consumer brand loyalty,improved enterprise brand value of the asset.Therefore,it is imperative to build a good brand image and perfect the brand communication strategy in the strategy of the liquor brand.In this paper,based on 360 degree brand stewardship theory,consumer behavior theory and the theory of integrated marketing communications,select lars,"five w" propagation theory in the content of the subject,target groups,brand communication,brand spreading and brand transmission channel and the feedback mechanism of five dimensions were studied.In addition,the combined in this paper,we study the influence of liquor products multiple factors of customer satisfaction,build up the wine class brand relationship model of brand communication effect on consumer purchase intention,and put forward relevant theory on the basis of model assumptions.Specific quantitative design according to the dimensions of the variables in the model,so as to find the most suitable for the measurement of each variable,by issuing collection and recycling questionnaire,through the use of SPSS 17.0 software to analyze data collected from the following conclusions are drawn: the spread of the liquor brand five dimensions have a positive impact on consumers purchase intention;Moreover,brand communication channel is the most important dimension that affects consumers' purchase intention.Secondly,brand communication content and brand communication target crowd,the driving effect of brand communication main body is slightly weak.Based on the hypothesis testing,this study is based on the mechanism and effect of liquor brand communication on the purchase intention of consumers.Combined with the status of current domestic liquor brand communication,strengthening the cultural construction,strengthen the consciousness of main body spread and finishing products series,repositioning the brand and communication object,mining brand characteristics,enhance the brand recognition degree,spreading channels,accurate and effective transmission,strengthen brand interaction and communication objects for wild goose nest island liquor brand communication strategy combinations.