Research On Rebranding Of Chinese Traditional Liquor Industry

Liquor,as the traditional industry with the longest history,the most profound impact and the deepest foundation in China.After it has been adjusted,it has basically stabilized at the current stage and the market has begun to show some"warming up" trends.However,judging from the current situation,"overcapacity " is still a basic problem in the liquor industry.How to maintain competitive advantage in the overcapacity era is a problem that every liquor company must face.This study adopts a qualitative and quantitative research method.It mainly uses questionnaires,in-depth interviews,and case studies as the main research methods.It is based on the status quo of the development of the traditional Chinese liquor industry and the brand status of the liquor industry.First of all,from the perspective of corporate microcosmic and social macro,the author analyzes the reasons for rebranding the Chinese liquor industry and demonstrates the importance of "Rebranding".Afterwards,it analyzes the problems existing in the current liquor industry in terms of brand remodeling,summarizes the path of brand reshaping in the traditional Chinese liquor industry,and inspirations for the healthy sustainable development of the liquor industry.From returning quality to building service differentiation,from the promotion of brand connotation,the dissemination of brand image to the improvement of brand management,the key points of brand reshaping in the liquor industry were analyzed from various perspectives.To build Chinese liquor from "brand liquor"to "people's wine" ",creating "famous brand" must create "people's brand" and so on.