| In recent years,consumption upgrades have accelerated.With the entry of different beer brands,competition in the beer industry in Xin Jiang has continued to intensify.For beer companies,timely adjustment of brand strategy is an inevitable choice in response to market changes.For Yan Jing Beer,its main competitors Wu Su Beer and Tsingtao Brewery constantly adjusted their brand and marketing strategies,gradually increasing their market share and further seizing Yan Jing Beer's share of the Xin Jiang market.It can be seen that the original brand strategy of Xin Jiang Yan Jing Beer has been difficult to maintain its competitiveness under the new market competition environment.Under such a background,how to ensure the long-term development of the Yan Jing Beer Brand in the Xin Jiang market and how it can be implemented in Yan Jing Repositioning beer,how to reshape the brand strategy and gain competitive advantage is an issue that Xin Jiang Yan Jing Beer Company needs to consider in depth.This article mainly uses the comparative analysis method,the case analysis method and the social investigation method to carry on the research,the analysis and the summary to Xin Jiang Yan Jing Beer Company from the perspective of brand strategy remodeling.Firstly,this article reviews the development history of Xin Jiang Yan Jing Beer,and analyzes the brand strategy of Xin Jiang Yan Jing Beer from three aspects: current state of operation and level of product competitiveness,brand strategy and management,brand strategy implementation and brand asset effectiveness evaluation.The status quo and problems existed;secondly,the brand performance of Xin Jiang Yan Jing Beer was understood through questionnaire surveys,field interviews,etc.SWOT analysis method was used to systematically understand and investigate the remodeling environment of the brand,from external political,economic and social aspects.The internal organizational structure and internal environment are analyzed to clarify the future of the Yan Jing Beer brand.Finally,this article proposes the safeguard measures for reshaping the Yan Jing brand strategy in order to achieve a better rebranding of the brand.purpose.This article hopes to sort through the brand strategy of Xin Jiang Yan Jing Beer to explore the cause and effect of beer brand remodeling and its laws under the background of consumption upgrade.Through analysis and argumentation,this paper draws the following conclusions:(1)Through analysis of Yan Jing Beer's market share,it can be concluded that Yan Jing Beer has a higher market share in the national market,but its market share in Xinjiang needs to be improved.Now Yanjiao has the highest market share in the beer market in China,but it only has about 18% of the market in Xinjiang.Xinjiang Yan Jing Beer has huge room for growth.(2)Through analysis of Xinjiang Yan Jing Beer's main competitors,Xinjiang Yan Jing Beer's main competitor in the territory is Xinjiang Wu Su Beer.Wu Su Beer is a local brand with high market recognition and high consumer loyalty.In Xinjiang,there is strong brand influence and market appeal.Currently,the market share in Xinjiang has reached 80%.(3)Through the positioning survey of Xinjiang Yan Jing beer brand,it can be found that the original product of Yan Jing Beer has different status in different people's hearts.More than 90% of the citizens of Shihezi City know the Yan Jing Beer brand.And 60% of the people divided Yan Jing Beer into middle and low-end wine categories.About50% of people will choose to buy Yan Jing Beer,which is re-entering the market,while 20% will not buy it.(3)Analysis of the status quo of Xinjiang Yan Jing Beer's brand strategy found that at present,the brand strategy of Xinjiang Yan Jing Beer mainly includes product promotion,sales channels,price,brand promotion and brand terminal maintenance.Problems such as ambiguous positioning,inadequate brand integration,brand promotion strategies,and inappropriate brand marketing methods.Overall,Yan Jing Beer's brand structure is ambiguous.The development of the brand is really starting from the promotion of refined wine to start the brand's operation and planning.The current market competition environment and consumption phenomena show that Yan Jing Beer's mid-range wine competition is weaker than Budweiser and Qingdao,and even Carlsberg;high-end and super-luxury wines.Weak,has been chasing Budweiser and some imported brands,while trying to establish their own high-end and ultra-high-end image.(5)Through the SWOT analysis of the Xinjiang Yan Jing Beer brand strategy reshaping,it can be concluded that Xinjiang Yan Jing Beer has the advantage of development stage,product advantages and business advantages,resource advantages,and core competitiveness;it is reflected in the brand image of inferiority.Unclear,inadequate marketing strategy planning,imperfect sales channels,and insufficient capacity for brand strategy management.In the aspect of opportunity,it is represented by the “Belt and Road” initiative,the arrival of Wu Su's product cycle,and opportunities for canning beer.Threats come from the competition in the beer industry,rising sales and production costs,food safety and changes in consumer demand.Through a comprehensive analysis of internal strengths and weaknesses and external threats and opportunities,SHJH will adopt an ST reversal strategy,seize opportunities,overcome its own flaws,effectively avoid competition with the industry,achieve a reasonable allocation of resources,and timely use of differences to enhance the market.Share.Xinjiang Yan Jing Beer needs to pay special attention to the threat of local Wu Su beer.It should improve its brand image,improve its marketing plan,and improve its ability to control the terminal market.(6)The steps to reshape the Yan Jing beer brand in Xinjiang mainly include five aspects: identifying brand positioning,designing brand image,establishing brand image,and maintaining image.Yanjing's further development has benefited from the reshaping of its brand image.The key is to ensure product quality and further promote the remodeling of its brand,so that the company can be invincible in the future.“Four steps” is an important strategy for reshaping corporate brand image,including designing brand image,repositioning brand,promoting brand image,and building and maintaining brand image.(7)Based on the basic thinking and development status of Xinjiang Yan Jing Beer brand remodeling,Xinjiang Yan Jing beer brand strategy reshaping should follow the cultural differences,long-term and compatibility principles,from the brand system construction,brand innovation strategy,new products Development and brand extension strategy,brand integration marketing communication strategy,and brand culture strategy are launched.As the improvement of economic level brings certain pressure to the survival of enterprises,enterprises need to continuously improve market competitiveness in order to survive and grow.The most important thing is to create a representative brand image and use the brand strategy to capture the market..There are three principles that must be followed to shape a brand strategy:cultural principles,principles for differences,long-term and compatibility.(8)The successful implementation of Xinjiang Yan Jing Beer brand strategy reshaping needs to be optimized and guaranteedfrom three aspects: brand management mechanism,human resources management,and brand crisis management.The establishment of the brand management mechanism mainly starts from three aspects: the implementation of the post responsibility system;the introduction of the competition system;and the improvement of product quality.The strengthening of the human resources management system mainly starts from four aspects: providing competitive remuneration;strengthening personnel incentives;strengthening sales staff training;and improving corporate culture.The improvement of the brand crisis management mechanism mainly starts from three aspects: building a brand crisis management system,equipping crisis management teams,and building a good media relationship. |
PDF Full Text Request