Research On Brand Positioning Of HG Liquor Enterprises

Liquor has a long history in China,with profound cultural deposits,wine culture has become an important part of Chinese traditional culture.Liquor industry development is long,is an important part of the development of the food industry.On the whole,the overall scale of China's liquor industry has become stable,and the future will be the upgrading of the internal structure and concentration under the stock game.With the development of liquor,the market competition is fierce,the supply exceeds the demand,the homogenization of liquor is serious,and the consumer group is changing from the post-70s to the post-80s in the next 5-10 years.They have higher education and income,and advocate more healthy and rational drinking.The driving force of liquor consumption is declining,which is very challenging for the liquor consumption market.In addition,foreign wine,wine,fruit wine and other foreign wine expansion,the development of liquor enterprises is also a great impact.Many liquor enterprises can not make timely adjustment,change,or collapse,or be merged.In the future,the competition of liquor is the competition of liquor brands.If a liquor enterprise wants to stand out in the fierce market competition and win the market,it must pay more attention to the brand,invest more energy and time in brand management,formulate the corresponding brand strategy with the enterprise,and resolutely implement to each link.The core of brand management is brand positioning,only in a comprehensive understanding of their own premise,careful analysis of consumer demand,in order to occupy a place in the fierce market,but there is not enough enterprise brand positioning work often forward-looking,to the brand positioning is accurate,cannot make systematically about their brands,products,services,markets,such as the accurate positioning,cannot make successful brand extension,the real demand for the consumer grasp not accurate enough,cause certain significance on the homogeneity of the products.How to more systematic liquor brand positioning,liquor brand positioning as an important booster for the development of enterprises,to achieve the perfect combination with product quality,consumers,the market is an urgent need to think about and solve the development of liquor enterprises.HG liquor enterprise was originally a small state-owned winery at the county level,through a series of development measures after the restructuring,the current rapid development,with an annual output of more than 20,000 tons,storage capacity of 48,000 tons,more than 60 varieties,broad market,in heze is the leading liquor industry.The rapid development of HG liquor enterprises,rapid expansion at the same time.But at the same time,it is faced with many problems:the brand positioning plan is not clear enough,the brand has not been endowed with a core culture,the marketing communication is relatively simple and cannot adapt to the needs of the new media era,and the emotional experience of consumers of the brand cannot be deeply rooted in the hearts of the people.These problems need to be solved,one of the important points is how to future HG liquor enterprises brand positioning,how to take a series of measures to achieve the positioning goal,to achieve the goal of leading enterprises,really become a famous wine,at the same time for shandong and other similar liquor enterprises across the country to provide a set of reference program.This paper is mainly divided into six parts:the first part is the introduction,which mainly includes the research background and significance of the paper,domestic and foreign research literature review,the idea and content of the paper research,research methods,innovation points and so on.The second part is the related theory of brand positioning,the concept of brand positioning,influencing factors,positioning significance,and the introduction of brand positioning strategy.The third part is the status quo and existing problems of brand positioning of HG liquor enterprises.This paper analyzes the development status,existing problems and future development trend and characteristics of the liquor industry,analyzes the overall status quo,micro environment and internal and external environment of HG liquor enterprises,analyzes the brand positioning status quo of HG liquor enterprises with the brand positioning method,and finds out the problems and reasons in the brand positioning.The fourth part is the construction of brand positioning strategy for HG liquor enterprises,which mainly USES seven brand positioning strategies,including product attribute positioning,consumer group,market area,quality price,cultural value,competitive comparison and marketing communication,to build a brand positioning strategy suitable for the development of HG liquor enterprises.The fifth part is the safeguard measures for the implementation of brand positioning strategy of HG liquor enterprises.Enterprises through organizational security,talent security,system security,publicity security,assessment security to achieve brand positioning design,provide strong support security.The sixth part is the conclusion and prospect.This article on the thorough analysis research HG liquor enterprises,on the basis of different environment conditions and according to the trend of the development of liquor-making industry and characteristics of in-depth HG liquor enterprise brand positioning analysis of existing problems and reasons,on the theory of brand positioning,use of the orientation of product attributes,consumer groups,market orientation of regional price,quality,culture orientation of value orientation,competition and marketing communication seven brand positioning strategy,construct the HG liquor enterprise brand positioning strategy:one is to carry forward light aroma style,make rare LuYaXiang liquor flavor types,creating healthy liquor quality.Second,maintain the existing consumer groups,develop high-end consumer groups,improve the emotional experience of consumers.Third,it integrates heze and jining markets in an all-round way',continuously develops jinan market and tries to expand to surrounding provinces.Fourth,we need to ensure that quality is above price in the middle and low-end markets and that quality and price complement each other in the middle and high-end markets,so as to establish a reasonable consumer identity within a reasonable range.Fifth,we should endow the brand peony culture,highlight the regional culture,promote the Confucian and elegant culture,and create the winery culture.Sixth,we must realize the competitive advantage first position,the comparative advantage adheres to the localization.Seven is to increase the marketing communication,with the use of new media,big data marketing communication,carefully create deep popular advertising language,packaging and design.